Browsing by Author "Oña Mise, Leydi Johana"

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    “El merchandising en el comportamiento del consumidor en supermercado SurtiMas”.
    (Ecuador: Latacunga: Universidad Técnica de Cotopaxi: (UTC), 2024-08) Oña Mise, Leydi Johana; Ortiz Paredes, William Franklin
    This study aims to determine the relationship between merchandising and consumer behavior at SurtiMas supermarket, scientifically grounded in how merchandising influences consumers' making decision. The research has a quantitative approach, with exploratory, explanatory, and correlational levels. Through a data collection instrument validated by the SPSS tool using Cronbach Alpha and the KMO test, the instrument underwent a pilot test with 25 units in a similar supermarket to adjust the survey. Subsequently, consumers of the company were surveyed, and the results revealed that there is a significant relationship between merchandising and consumer behavior. Specifically, the arrangement of products, promotions, furniture, and equipment have a significant impact on customer satisfaction. To conclude this study, some strategies were proposed based on the types of merchandising and Philip Kotler's for the establishment redesign, where the main focuses are Layout Optimization, Category Management, Point-of-Sale Promotions, and General Lighting to generate purchase interest and increase customer satisfaction at SurtiMas supermarket.