Visual merchandising and the customer's buying decision
DOI:
https://doi.org/10.37711/rcie.2022.2.1.7Keywords:
marketing, merchandising, visual merchandising, sales promotion, purchase decision, customerAbstract
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
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