Merchandising para mejorar la imagen visual de la empresa “Katherine Bisuteria” en el cantón Riobamba

Abstract

The present study is based on the design of merchandising strategies to improve the visual identity of a company called "KATHERINE BISUTERÍA" located in Riobamba canton, by using a methodology according to the investigation, at the same time, it complies with the use of techniques such as the direct observation through observation sheets applied to the company, the type of study and its competition, replacing the application of the competitive profile matrix to determine the current situation of the company against its competition. The information obtained from the surveys was applied to current and potential customers through the Google Drive platform obtaining as a main result that certain areas of the company lack of adequate visibility due to lack of lighting, whereas in other areas, because of the accumulation of products that are not adequately displayed. Due to the company does not apply merchandising strategies, it generates a neutral shopping experience, in other words, the affective attitude that the client shows towards the brand is poor or extremely low. Therefore, in this proposal, the design of strategies that must be carried out by the institution are meticulously detailed and divided into merchandising strategies such as: visual, management, seduction and focused on the shopper and buyer customers. Finally, it was concluded that the design of merchandising strategies generates higher benefits to the company in the medium and long term.