Merchandising como herramienta de posicionamiento de la empresa Vientres en la ciudad de Riobamba

Abstract

This research project has as its theme, Merchandising as a positioning tool of the company Vientres in the city of Riobamba, the purpose of the work is to strengthen the image of the point of sale, generating a pleasant shopping experience and therefore the positioning of the brand in consumers For its development, the deductive method was used in the illustration of results and the inductive method for the development of the conclusions; The research techniques applied in the information gathering process are direct observation through the observation form, the application of online surveys to real and potential clients through the Google forms platform and the interview to the manager of the company that is developed based on the RMG matrix, for the calculation of the INEC, it was taken into account a sample data of the economically active population from the city of Riobamba. Thus, through the different findings it was determined that the application of merchandising techniques is feasible because the different types of merchandising improve the presentation of the point of sale, since there is currently a flaw in terms of lighting, distribution of hangers, space management, product visibility, advertising, promotions and setting (fragance and music), that is why the implementation of merchandising is recommended in order to position the brand in consumers through the proposal of this research work.