Plan de merchandising para fidelizar a los clientes de la empresa comercial “Gran Abastos” de la ciudad de Riobamba

Abstract

This research aimed to design a merchandising plan that contributes to customer loyalty of the commercial company Gran Abastos in the city of Riobamba. First, it was necessary to support the research in a technical-scientific way, based on bibliographical sources with direction to the study variables. The qualitative-quantitative research approach with an exploratory and descriptive level, accompanied by a non-experimental design linked to deductive, inductive, and analytical methods, were essential in this research process. Therefore, techniques such as direct observation and the survey carried on in the field research provided preliminary information for the proposal framework that helps fulfil specific organizational objectives. The direct observation allowed us to know how the company manages the gondola shelving, the linear and the assortment of the organization. On the other hand, the survey provided information leading to significant findings for design strategies like visual, management, seduction merchandising and different strategies for the shopper and the buyer clients that outstand after being analysed and interpreted. Simultaneously, an architecture of gondola shelving and a strategic route in the establishment were implemented. All this leads to conclude that merchandising is a tool that has moved from a trend to become a fundamental need for companies with a point of sale. For this reason, organizations were also recommended to apply existing innovative strategies since today's market is significantly changing, versatile and competitive, and customers are more challenging to satisfy.