Estrategias de merchandising para incrementar la rentabilidad en la Farmacia El Descuento Santa Martha, de la ciudad de Riobamba, provincia de Chimborazo

Abstract

This research addresses the topic of Merchandising Strategies to increase profitability at the Discount Santa Martha pharmacy in the city of Riobamba. The research carried out is qualitative - quantitative, by collecting data through surveys carried out with the company's clients, which allowed the following results to be found: lack of a label, there was no stock necessary for customer service. customer and also inadequate lighting for the pharmacy. This proposal contains strategies such as: promotion at the point of sale, advertising, customer acquisition. As a result of what was investigated, it has been concluded to propose strategies to solve the problems found, being focused on strengthening and increasing sales. It is recommended to implement the proposed Merchandising Strategies that will improve profitability in the company.