Plan de merchandising para los establecimientos comerciales, “Confecciones Ram-Jeans”, del cantón Pelileo, provincia de Tungurahua

Abstract

The research project has as its theme, Merchandising Plan for the commercial establishments "Confecciones Ram-Jeans" of the Pelileo Canton, province of Tungurahua, the purpose of this work was to strengthen the image of the establishments in order to satisfy the demand of the customers. For its development the deductive method was used, which consists in giving specific explanations as well as the inductive one for the development of the conclusions; the research techniques applied in the research process are direct observation, made through an observation form, the survey of current clients and the interview that was developed based on the RMG matrix (Rafael Muñiz Gonzales) the administrative manager; for the calculation of the sample the database was used, since it has a register of the current clients, so in the different findings it was determined that the merchandising plan is feasible, considering that in the visual merchandising there are several failures as regards colour, advertising, the distribution of hangers as well as merchandise stocks and visibility, it does not have a good atmosphere since it does not have aroma, promotions, music, that is why the application was recommended of the merchandising plan, through the proposal in this way the most significant aspects were strengthen and thus differentiating themselves from the competition.