Ingeniería en Marketing-Tesis de Pregrado

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    La influencia de la estructura del surtido en el comportamiento de compra del consumidor cuencano. Caso de estudio en tienda de especialidad Tu Tienda
    (Universidad de Cuenca, 2024-03-25) Plaza Solano, Fernanda Estefanía; Rivera Arce, Alexandra Carolina; Andrade Galarza, Juan Carlos
    The present study analyzes the influence of the assortment structure in a store on the purchasing decisions of consumers of edible oils. Specifically, the effect of assortment breadth, length, depth, and spatial arrangement on variables such as product choice, brand loyalty, and spending were evaluated. The research seeks to determine the relationship between how products are organized in the store with motivation and acceptance in the customer's purchasing process. Through a quasi-experimentation manipulating the assortment of oils, the impact on both planned and impulse purchases was measured. The variables considered were length and depth of the assortment, purchase typology, spatial arrangement and final purchase decision. Edible oils were selected because they were the category with the highest participation in the sales of the specialty store. The findings show that length and depth did not significantly affect the units sold, attributing this to the fact that the drivers of choice are brand, price, and health. But an effect of spatial layout was found on unplanned purchases. In addition, the presentation in sizes and the preference for brand change versus point-of-sale change were shown to be relevant. In concludes that, for products with inelastic demand like oils, variety of options matters less than brand benefits. But strategically placing them can encourage impulse purchases. This provides implications for optimizing assortment based on consumer behavior.