Merchandising y su incidencia en la decisión de compra- tienda Karlistore, Portoviejo.

Abstract

This research analyzes the incidence between merchandising and the purchase decision of the KarliStore store, Portoviejo; the main objective is to determine how merchandising affects the purchase decision of consumers of the KarliStore store, Portoviejo; the applied methodology is descriptive, with a non-experimental design and a correlational study, with a mixed qualitative-quantitative approach, applying a Likert scale sumey as a research tool. The results were analyzed by the IBM SPSS 29.0 statistical system using Cronbach's Alpha to obtain reliability data and Spearman's Rho correlation coefficient for the correlations of the study dimensions. It was determined that merchandising significantly influences the purchase decision ofthe KarliStore store in the city of Portoviejo.