Merchandising visual: influencia en decisión de compra en los autoservicios, Manta.

Abstract

The research is specified in the development of visual merchandising and the influence on the purchase decision in the self-service stores of the Coral Hypermarket and the Shopping Hypermarket in the city of Manta, focusing on the main objective of how visual merchandising influences the behavior of the consumer of self-service stores, for the viable development of the study an analysis method was carried out of which quantitative data are described, which will contribute to the understanding and interpretation of previously obtained data that facilitate the research, the study technique generated for the collection of information was the Likert scale survey, supported by the SPSS statistical system to measure the reliability of the instrument through Cronbach's alpha, as well as the correlation between the study variables through Rho Spearman, obtaining a significance level of 0.978 indicating high reliability.