Propuesta de merchandising para la tienda de barrio Abarrotes Selecto en la zona urbana de Riobamba.

Abstract

This project seeks to help improve sales in the "Abarrotes Selecto" store in Riobamba city which does not have a correct model of merchandising to guide the workers and make the most available resources inside the commercial. The product organization is done in an intuitive and somewhat striking way this is one of the main causes of the reduction of customers who are unable to locate their most desired products. The research analyzes the chief aspects of the neighborhood history stores and their impact on society, mainly in Riobamba city proves to be a great choice entrepreneurial option for Ecuadorian families as long as the tools related to merchandising are known. That allows us to draw the customer's attention effectively, letting us stand out from the competition without the need to make a lot of economic investments to improve the visual appearance of the store. According to data presented at the INEC, every month a lot of neighborhood stores are created and closed in different areas of Ecuador, this occurs of the lack of connection that arises between the store and the client based on the results made to a sample of the population it was possible to know the opinion of the clients, allowing to understand how the attention of the dispatchers is and how they feel inside the commercial premises, revealing which are the factors that influence the purchase decision, it was also possible to determine the weaknesses that the local has to correct them. Based on the results obtained in the investigation, the most effective strategies were designed to attract the attention of potential clients, analyzing the current situation of the store to identify the strengths and weaknesses that allow changes to be made in it, avoiding unnecessary expenses.