Merchandising para fidelizar a los clientes de la boutique “efod textil” en el Canton Riobamba

Abstract

Textile trading companies in the Riobamba canton face a significant challenge by not knowing Merchandising strategies to build customer loyalty. In an increasingly competitive business environment, understanding customers goes beyond simply collecting demographic data; It is essential to understand their thoughts, needs, and purchasing behaviors to attract and retain customers effectively. The research problem, focused on "Merchandising to build customer loyalty at the Efod Textil Boutique in the Riobamba canton", highlights the urgency of finding effective Merchandising strategies that attract customers and retain them sustainably. Therefore, the objective of this research was to carry out a seduction merchandising plan to retain customers of the Efod Textil boutique located in the canton of Riobamba. The methodology used combined qualitative and quantitative approaches, with a non-experimental cross-sectional design to thoroughly understand the situation without manipulating the variables. The study population included both current and potential customers of the establishment, which provided a complete view of consumer needs and expectations. A documentary and field investigation was carried out, using methods such as interviews directed at the establishment manager and surveys applied to current customers. Through this methodology, it was possible to determine significant shortcomings in merchandising, especially in the aspect of seduction. Detailed analysis of the current situation identified specific areas of improvement in visual presentation, product layout, and customer experience, thus providing a solid foundation for developing more effective merchandising strategies. Addressing these areas of improvement is crucial to improving customer perception and increasing loyalty, contributing to the establishment's continued growth and success in an increasingly challenging market.