Merchandising visual y de seducción para la empresa “DICOSAVI” de la ciudad de Riobamba.

Abstract

The aim of this graduation Project was developing a Visual and Seduction Merchandising manual for “DICOSAVI” Enterprise from Riobamba city. The analytical- deductive methodology was applied, which includes a series of techniques and tools that allowed the solution of problems in a clear and precise way. It started with the observation of the supermarket to face the current existing problem, an interview to the administrator to know the level of familiarity and management of the place, a survey to the clients to identify their likes, preferences and behavior towards the purchase. After processing the data gathered, a brand redesign was developed which will allow refreshing the enterprise image, an adequate external architecture was proposed by dimensioning and placing the label, saving the shelf and implementing inclusive entrances for disabled people. As well as an internal architecture, with the labeling, performance graph, hot and cold zones, the implementation of a virtual trend, proposing a gondola header that will help to a better distribution of the products, setting it in a precise way with adequate aroma and optimal music which will make the purchase experience a real pleasure for the customers. It must be taken into account the use of scales, chromatic, typography and implement them appropriately, the manual is a guide that allows the production of different elements for an implementation so, it must be designed in a technical and formal way.