Merchandising estratégico: influencia en la decisión de compra en clientes de tiendas de moda, Manta.

Abstract

The objective was "to identify how strategic Merchandising influences the purchase decision of customers of fashion stores in the city of Manta", indicating that (97,1%) of customers and owners of fashion stores, Patmar, Parada 108 and Caza moda considered to be "in agreement" that Merchandising strategies satisfy tastes, preferences, and shopping experiences in clothing. The study was supported through mixed method, qualitative and quantitative and various types of research. Two types of surveys were designed under the study dimensions using the Likert scale. The instrument was validated by means of Cronbach's Alpha coefficient, where it obtained a reliability of 0.930 for customers and 0.779 for owners, interpreted as strong. In the same way, the veracity of hypotheses was correlated with a Rho Spearman coefficient of 0,931 indicating perfect research.