Merchandising: incidencia en la decisión de compra en los locales de Darmacio, Manta.

Abstract

Merchandising is an efficient technique in the interaction of customer satisfaction at the time of purchasing products or services offered by an organization. In this context, the following study arises whose purpose was to determine the impact of merchandising on purchasing decisions in Darmacio stores in the Manta canton. Regarding the methodology, a quantitative approach was used, in addition the type of research was descriptive, the inductive-deductive method was used and as a technique, the survey was applied to customers who came to buy various items from the establishment in question. Through the results obtained, it was proven that there is a significant correlation between merchandising and purchase decision in both the general and specific hypotheses, resulting in merchandising having a positive impact on the purchase decision in Darmacio stores. from Manta.