Plan de merchandising para fidelizar la cartera de clientes de la empresa León Carr del cantón Pelileo, provincia de Tungurahua

Abstract

The present investigation under the theme "Merchandising plan to build loyalty of the client portfolio of the company León Carr of the Pelileo canton, Tungurahua province" aimed to create a show shop based on the bases of merchandising. The methodological framework was developed through a qualitative analysis in such a way that accurate and reliable information was correctly obtained. Techniques such as direct observation were used, which contains a structured file based on the types of merchandising; the interview applied to the manager, by adapting the RMG questionnaire; and also the survey applied to current and potential clients. The results show that the store must have a pleasant internal and external atmosphere, sufficient lighting to be able to view the products, hangers and shelves for a correct order of the garments, sections that facilitate their differentiation and purchase, a pleasant aroma among which are You will find fruit and herbal aromas, neutral / pastel colors, music with a classic rock genre, the label for your identification, a rest room, as well as a parking lot that provides security and protection. The merchandising plan proposes different strategies that will allow creating an attractive store, the same one that can persuade customers to make it a single place to shop when jeans are required; attract customers and captivate sensory, selling different emotions. It is concluded that the company, despite having great competitive advantages that will facilitate this work, must enhance its resources so as not to be vulnerable to competition. Finally, the application of the strategies proposed is recommended so that the store fixes its creation based on the determined tactics, since they will allow its target to feel identified, causing a high profitability guided by the loyalty of the customer base.