El merchandising visual y la decisión de compra de los clientes

Raysa Cristina Malpartida Barrueta; Simeón Soto Espejo; William Giovanni Linares Beraun; Christian Paolo Martel-Carranza; Nathalie Zinzia Torero Solano de Martel

doi:10.37711/rcie.2022.2.1.7

Authors

Raysa Cristina Malpartida Barrueta Universidad de Huánuco, Huánuco, Perú. https://orcid.org/0000-0002-9977-182X
Simeón Soto Espejo Universidad de Huánuco, Huánuco, Perú. https://orcid.org/0000-0002-3975-8228
William Giovanni Linares Beraun Universidad de Huánuco, Huánuco, Perú. https://orcid.org/0000-0002-4915-0670
Christian Paolo Martel-Carranza Universidad de Huánuco, Huánuco, Perú. https://orcid.org/0000-0001-9272-3553
Nathalie Zinzia Torero Solano de Martel Instituto de Educación Superior Juan Bosco de Huánuco, Huánuco, Perú https://orcid.org/0000-0002-8810-2719

DOI:

https://doi.org/10.37711/rcie.2022.2.1.7

Keywords:

marketing, merchandising, visual merchandising, sales promotion, purchase decision, customer

Abstract

Objective. The objective of this research was to determine the relationship between visual merchandising and the purchase decision of customers in the retail sector in the city of Huánuco(Peru), during the period 2020. Methods. The study used an applied methodology,with a quantitative approach and a descriptive level, as well as a correlational, non-experimental research design. The dependent variable of this research refers to the purchase decision and the independent variable is merchandising. The population consisted of 1200 customers and the sample consisted of 291 customers. The technique used in this study was the survey and the instrument used was the questionnaire, consisting of 18 items. Results. The results show a very high relationship through Pearson's correlation with a value of 0.96. Conclusions. It was concluded that visual merchandising is significantly related to the purchase decision of customers in the company Supermercado Mix S.R.L., Huánuco