Estrategia de merchandising visual y su influencia en las decisiones de compras del consumidor en la boutique Verito ubicada en el cantón Montecristi, 2023.

Abstract

One of the marketing tools that is dedicated to studying how to increase profitability is merchandising, since it allows the good or service to be presented in a more attractive way for customers, which is why, through this research, it was intended to know the influence of visual merchandising on the purchasing decisions of Verito Boutique consumers. The main problem lay in the lack of effective implementation of visual techniques in the establishment, which had led to a limited image of the boutique and inefficiency in attracting potential customers, which is why the objective was to determine this influence to improve the service, increase sales and build customer loyalty; To achieve this, specific objectives were set such as analyzing consumer preferences, improving the visual appeal of the garments and increasing sales levels. This research had a descriptive-correlational methodological approach, using a nonexperimental design and a quantitative approach through surveys, the sample was obtained by surveying the boutique's visitors, these data allowed the development of strategies to maximize consumer purchasing decisions. with the purpose of being able to improve and increase its competitive advantage so that the establishment remains successful in such a competitive market.