Merchandising para mejorar la satisfacción del cliente de la empresa de electrodomésticos “Almacenes León” en la ciudad de Riobamba

Abstract

The appliance company Almacenes León does not have a merchandising plan that encourages purchases in the company, so merchandising strategies were designed to improve the image, therefore, the objective of this research was to design a merchandising plan to improve customer satisfaction in the Almacenes León company in the city of Riobamba. The methodology implemented to obtain accurate and sustainable data in the research had a qualitative and quantitative approach, a non-experimental cross-sectional design was used since the described variables were not manipulated and it was developed in a certain period of time; The population under study was the economically active population of the city of Riobamba, being essential the application of documentary and field research to collect the respective information through methods, techniques and instruments, among which were the interview directed to the manager of Almacenes León and a survey applied to current and potential customers of the warehouse. Through this methodology, it was determined that the company does not have a plan of visual merchandising, management and seduction strategies that generate new purchasing experiences and activate the emotions of its customers, thus improving their satisfaction and loyalty. In this sense, it is concluded that Almacenes León presents an inadequate organization and distribution of products, which prevents customers from enjoying a memorable and satisfactory shopping experience. Therefore, it is proposed to apply the merchandising plan adapted to the customer's needs, contributing to the development and success of the company.