Desarrollo de un sistema de visual merchandising apelando los estímulos sensoriales de los potenciales clientes y usuarios reflejándose esto en el volumen de ventas de la tienda de ciclismo cuencana MyBike en el período 2015-21016

Abstract

This proposed of change for the development of a system of visual merchandising, for a cycling shop in the city of Cuenca, is intended, to break those stereotypes of traditional commerce, still managed in the culture of Cuenca.

The following research contains: Chapter I: approach to the problem presented in the store regarding the lack of merchandising strategies, research justification, an overall goal and four specific objectives, it is also included in this section commercial information; Chapter II contains the historical context of merchandising and theoretical framework in which is the legal and philosophical basis, i.e., books, web pages and works consulted, where we argue about the investigation; Chapter III: analysis of the current situation in which the store is located, macro and micro environment; Chapter IV: The method of the study is qualitative, and for the data collection 34 records of structured observation was made, just as an interview was applied to the store manager; thus achieving develop a diagnosis of the current situation and the profile of potential and actual customers; Chapter V: description of the proposed system of visual merchandising appealing to sensory stimuli and investment analysis for MyBike; Chapter VI: Conclusions and recommendations.