El Merchandising y el Comportamiento del consumidor en el micromercado Víveres V.G. de la ciudad de Ambato.

Abstract

The “Víveres VG” Company, establishment dedicated to the marketing of staple products, is one of the strongest companies in the area for 20 years, highlighted by the quality and the low cost of its products, but current trends and changes in consumer demands require taking strategic measures that allow the establishment could be maintained successfully in the market. It is the reason that this research project has focused on making a comprehensive analysis of the behavioral characteristics of customers from “Víveres VG” to different variables and elements of merchandising in order take the appropriate decisions to improve and increase the competitive advantage. Data obtained from field research applied to internal and external customers of the company, indicates that is important to fix issues related to the distribution of physical space also the presentation and display of products at the point of sale. In this way the proposal resulting from the research is pointing to identify and design strategies that allow merchandising to renew the image of “Víveres VG” essentially in terms of to internal and external architecture, with activities aimed to facilitate rotation and sale of products.