Plan de merchandising que fidelice la cartera de clientes en la empresa “Comercial Pacheco” de la ciudad de Ambato

Abstract

This research aimed the design of a merchandising plan that nurtures the client portfolio of the Pacheco commercial company in Ambato city, it focused on preserving the client portfolio loyalty. For this research development several methods were applied for its diagnosis, because of the pandemic they were conducted with digital tools since the social distancing did not admit to doing it in person, the interview with Mr. Wilson Pacheco owner and manager allowed a preliminary study of the current situation of the company in its internal field. The survey request was developed with a sample of 178 people from its client portfolio that revealed how feasible it would be to implement the strategy of opening a self-service for the company. Since the 100% of respondents agree that this type of service would be applied. Finally, the observation check list was made which by means of the expert method and the development of the decision rule by the Sturges method revealed the external current state of the company, demonstrating a deficit in the use of marketing and a poor application of merchandising strategies for the sale point.