Plan de merchandising para incrementar la rentabilidad de Casa Ksaquiroga Cia.Ltda cantón Sucua provincia de Morona Santiago

Abstract

The issue faced by Casa Ksa Quiroga Cia. Ltda. was the lack of maintenance within the point of sale, such as color, lighting, scent, and music, poor product display, organization, control, and replenishment on shelves, lack of restoration of refrigerators, and inadequate signage that hindered customer navigation. Therefore, this study aimed to develop a merchandising plan that would increase the profitability of Casa Ksa Quiroga Cia. Ltda. in Sucua Cantón, Morona Santiago Province. The methodological framework was established using a qualitative and quantitative approach, with a descriptive research level. The population consisted of 291 current customers, and deductive and inductive research methods were employed. Research tools included competitor observation records, surveys with a sample size of 166 current customers, and an adapted RMG interview with the company's manager. As a result, it was determined that the company lacked a presence on social media and needed to improve its merchandising by organizing and distributing products on shelves, renovating refrigerators, adjusting the placement of hot and cold spots during customer navigation, improving section signage, and enhancing the store's atmosphere with scent and music. It was concluded that the company could utilize the findings of this research as a tool, as 89% of surveyed current customers agreed that the studied and analyzed merchandising strategies would help increase profitability. A favorable budget was estimated for proper maintenance of the point of sale.