Plan de merchandising basado en códigos emocionales para comercial Los Ángeles en el cantón Santiago de Píllaro provincia de Tungurahua

Abstract

The objective of this curricular integration work was to define a "Merchandising Plan based on emotional codes for “Comercial Los Ángeles” in Santiago de Píllaro canton, Tungurahua province, in order to increase sales by improving the shopping experience based on the client through sensory stimuli. To achieve this objective, a qualitative and quantitative approach was applied, with a non-experimental cross-sectional design, documentary and field type. The methods were deductive-inductive, analytical-synthetic and systemic. On the other hand, the instruments such as the interview and observation guide allowed to know the situation of the company with respect to merchandising, the survey revealed the emotional codes of the customers and the eye tracking determined the areas of focal attention about the bussines company. In the results it was possible to know the weaknesses of the company within these the inadequate distribution of counters and exhibitors, agglomeration of products and absence of advertising at the point of sale, among others. To test the hypothesis, the Chi Square method was used, showing that the merchandising plan based on emotional codes and the increase in sales are correlated with each other. The proposal proposed strategies based on the Hulten, Broweus and Van Dijk model of visual merchandising, seduction and management based on three elements: company, target and sensory experience; which were created from the information obtained in the investigation. The implementation of the proposed merchandising plan is recommended, as it will allow you to improve the consumer's shopping experience and improve the profitability of the company.