Plan de merchandising para incrementar la rentabilidad de la microempresa Confecciones Julián Ramiro, del cantón Guano provincia de Chimborazo

Abstract

The present study aimed to design a merchandising plan to increase profitability in a microcap called Confecciones Julián Ramiro, headquartered in Guano, province of Chimborazo. Due to the fact that there is a wide variety of commercial stores focused on the textile area, it increases market competitiveness, that is why, organizations must analyze some aspects to keep their clients and attract potential consumers. Therefore, a merchandising plan for this microcap was proposed. To develop the study, a mixed approach was applied, that is to say, a qualitative and a quantitative approach that allowed the collection of information. The observation guide was used to evaluate the merchandising of the company. Also, an interview allowed to verify relevant aspects about the object of study and a questionnaire that was applied to the clients of the organization providing validity and reliability to the results, where the most outstanding issue was to analyze the clients and aspects that attract people to access to a clothing store. It is concluded that merchandising constitutes a way to generate perceptions in customers as a way to generate interest and attract them. For this reason, a merchandising plan was proposed with strategies designed to contribute to the sales of the microcap. It is recommended that the proposal can be applied since it has detailed information that will allow the growth and profitability of the organization