Propuesta de un modelo de Merchandising para la Red de Tiendas Populares del cantón Riobamba período 2015-2016

Abstract

This research is done because the institute of popular and solidarity economy doesn´t have a merchandising model that can be implemented in the network of popular shops of the Riobamba canton, which aims to suggest tools or steps to follow. This proposal is equipped with instruments, tools to ensure a better system to manage to network of popular shops calling the attention new customers and giving potential to the existing ones, improving the profitability of each of the owners. The purpose which aims to develop a model of merchandising, is to provide necessary tools for both the institute of popular and solidarity economy, as well as for the owners of various diverse commercial activities that exist in the canton, giving so that an effective tool can be used to make decisions and that these decisions can provide benefits to all entrepreneurs. Taking into account that good merchandising model is the strategic function that generates an added value to the company, this should be used and correctly managed in the best way, thus becoming an active strategy serving not only the network but also a model for other stores of the Riobamba canton.