Ciencias Administrativas

URI permanente para esta comunidadhttp://repositorio.uta.edu.ec/handle/123456789/886

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Tipo de acceso: Acceso abiertoTema: search.filters.subject.MERCHANDISING

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Mostrando 1 - 10 de 17
  • Miniatura
    Item type:Ítem,
    Merchandising y decisión de compra de los clientes de la marca Haku Handmade
    (Universidad Técnica de Ambato. Facultad de Ciencias Administrativas. Carrera de Marketing y Gestión de Negocios, 2024-07)
    Altamirano Morejón, María Matilde
    ;
    López Aguilar, Stephanie Nathaly
    ;
    Zamora Sánchez, Ruth Armenia
    La investigación titulada "Merchandising y Decisión de Compra de los Clientes de la Marca Haku Handmade" tiene como objetivo analizar cómo las estrategias de merchandising afectan la decisión de compra de los clientes. La investigación tiene enfoque cuantitativo, abarcando un alcance exploratorio, descriptivo y correlacional. También se realizó una investigación documental, misma que permitió sustentar las variables de estudio y su fundamento teórico. La muestra está conformada por 136 clientes que compran habitualmente en la tienda física. El instrumento de investigación consistió en una encuesta conformada por 17 preguntas que buscan obtener información relevante sobre las variables: merchandising y decisión de compra. Para validar el constructo se utilizó la prueba de KMO y Bartlett, obteniendo un valor de 0,940. De igual manera, se empleó la Correlación de Spearman para validar la hipótesis, obteniendo un nivel de significancia de 0,000. Las conclusiones destacan la influencia significativa del merchandising en la decisión de compra. Por lo tanto, se recomienda a Haku Handmade continuar evaluando y ajustando sus estrategias de merchandising para optimizar la experiencia de compra. Estas estrategias deben enfocarse en mejorar la señalización, iluminación y la exhibición de productos para satisfacer mejor las necesidades y expectativas de los clientes.
  • Miniatura
    Item type:Ítem,
    Merchandising: un factor invisible en la industria turística
    (Universidad Técnica de Ambato. Facultad de Ciencias Administrativas. Carrera de Marketing y Gestión de Negocios., 2020-08)
    Muso Guagchinga, Erika Fernanda
    ;
    Mancheno Saá, Marcelo Javier
    ;
    Quisimalín Santamaría, Mauricio
    El sector turístico es una de las principales fuentes económicas del país, aparte que contribuye en la generación de trabajo de varias familias y miles de personas, este monto asciende a 137,647 personas dedicadas a la prestación de servicios en los establecimientos turísticos, siendo así, el 52.8 por ciento que corresponde a hombres, mientras que el 47.2 por ciento pertenece a mujeres. Este sector es muy dinámico, aportando con el 1.5 por ciento al Producto Interno Bruto (PIB). El objeto de esta investigación se basa principalmente en caracterizar el término merchandising en la provincia de Tungurahua, para identificar su relación en las oficinas de las agencias de viajes, y la forma en que estos transmiten una imagen adecuada de la marca de modo que incentive la compra. El método de investigación se efectuó a través de dos enfoques, cualitativo y cuantitativo, el primero hace referencia a una investigación documental o bibliográfica, mientras que la segunda a una investigación de campo, implementado a través de dos instrumentos de investigación, a las agencias de viajes y a los consumidores o turistas. Del análisis realizado se observó que la dimensión social se destaca en el punto de venta, ya que el comportamiento de los agentes turísticos y clientes, son trascendentales para cerrar la venta. Además, se identificó que los administradores desean cambiar la infraestructura como un factor clave para fortalecer su imagen y diferenciarse de la competencia. El manejo apropiado de la gestión comercial en el punto de venta, maximiza el nivel de ventas y logra una mayor interacción con los turistas.
  • Miniatura
    Item type:Ítem,
    La varianza media extraída y la validez discriminante de un constructo de merchandising
    (Universidad Técnica de Ambato. Facultad de Ciencias Administrativas. Carrera de Marketing y Gestión de Negocios., 2019-01)
    Peñaherrera Pachar, Adriana Belén
    ;
    Saltos Cruz, Juan Gabriel
    El merchandising conjuga la funcionalidad, la interactividad y una presentación atractiva del producto. Para un proceso sinérgico de ventas, el mostrador debe facilitar el proceso de intercambio. El merchandising es la esencia de la comunicación del punto de venta. La validez discriminante es un procedimiento usado para la evaluación de métricas o medidas de variables latentes en marketing. El problema desarrollado en este artículo es el diseño de un instrumento de medición de la percepción de eficacia del merchandising en el punto de venta. El principal objetivo de esta investigación es proponer un instrumento para el diagnóstico base de las preferencias de configuración del merchandising en puntos de venta de calzado. A diferencia de otros estudios, se presenta un enfoque de validez de contenido y validez discriminante a partir de un estudio hipotético deductivo (método teórico), de recolección de información (método empírico) y análisis factorial (tratamiento estadístico). El estudio se aplicó en una muestra aleatoria de consumidores de calzado. Los resultados muestran que la escala utilizada en el estudio del constructo tiene consistencia interna y validez discriminante. La varianza media extraída muestra un valor más fuerte para ciertas categorías de estudio.
  • Miniatura
    Item type:Ítem,
    El Merchandising en la Empresa Pinturas Ponce de la ciudad de Ambato.
    (Universidad Técnica de Ambato. Facultad de Ciencias Administrativas. Carrera de Marketing y Gestión de Negocios., 2016-09)
    Ponce Palacios, Fabián Israel
    ;
    Comas Rodríguez, Raúl
    The company paints Ponce has been dedicated to the sale and marketing of paints both wholesale customers and retailers located in the city of Ambato for about 26 years, during which has established itself in the market in the center of the country, it is currently in a stage of decline, therefore it is essential to carry out merchandising strategies to increase sales of the company again. It is for this reason that the present research work has focused on strategies both visual merchandising and management, related to external, internal architecture, animation, market, product range and communication. The data collected from field research and documentary applied to customers of the company show that it is important to correct issues such as customer loyalty, improve product placement, and the image of local these shortcomings are to be improved. Thus the proposal resulting from research routed by me to create an appropriate environment for both wholesale and retail clients seek a merchandising strategy encourages customers Company Paints Ponce feel motivated and find new incentives to allow them to fall into the routine the purchase of a facility the day as it can be share music, social media advertising and promotions at the point of sale of the products.
  • Miniatura
    Item type:Ítem,
    El Merchandising y la Satisfacción de clientes en la empresa Tienda Asociada de la ciudad de Ambato
    (Universidad Técnica de Ambato, Facultad de Ciencias Administrativas, Marketing y Gestión de Negocios, 2016-01)
    Sotalín López, Flor María
    ;
    Padilla Martínez, Mario Patricio
    The company “Tienda Asociada” located in the city of Ambato, is engaged in wholesale and retail of consumer goods, is many decades serving the community Ambato, but the owner considers necessary to make changes that can be maintained in the local market due to increased competition. This research project is focused on analyzing the current situation “Tienda Asociada”, is assessing the factors leading to a degree of dissatisfaction on the customers, because this problem entails economic problems in the long term because it will opt for Competition prefer not to see their needs met; for which the application of Merchandising at the supermarket as an indispensable tool arises to improve customer expectations. Thus, the data obtained in the survey found that there are aspects that must be improved to “Tienda Asociada” that customers feel pleased, and decrease their level of dissatisfaction, especially on market days, where there is a large influx of people and Mobility becomes contentious, to the point that it has come to losing sales. This event make a plan to redesign the environment Merchandising supermarket arises, making a change of shelves, hanger redistribution of products and placement of signage, the implementation of the project will benefit internal, external customers and owners also have improve “Tienda Asociada” image, achieving not only meet the needs of its current and new customers, but to capture new customers; which leads to higher sales and improved profitability
  • Miniatura
    Item type:Ítem,
    El Merchandising y el Comportamiento del consumidor en el micromercado Víveres V.G. de la ciudad de Ambato.
    (Universidad Técnica de Ambato. Facultad de Ciencias Administrativas. Carrera de Marketing y Gestión de Negocios., 2015-10)
    Villacís Vanegas, Ingrid Liliana 1802758407
    ;
    Caisa Yucailla, Elías David 1803458668
    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.
  • Miniatura
    Item type:Ítem,
    El Visual merchandising como estrategia de Posicionamiento de la marca BOHO en la ciudad de Ambato.
    (Universidad Técnica de Ambato. Facultad de Ciencias Administrativas. Carrera de Marketing y Gestión de Negocios., 2015-07)
    Herrera Manobanda, Diana Carolina 1804394706
    ;
    Navas Alarcón, Eduardo Alberto 1801383348
    Textiles Pasteur company, with its brand boho, has been dedicated to the design, production and marketing of clothing and accessories for all genders, in recent years one of the markets where it has introduced a higher level of competition is the market for clothing stores, due to the high demand created by the consumer. In this market there is a lot of clothing stores for all kinds seeking to meet their needs, tastes and desires of customers and prospects, it is for this reason that this research project has focused on making an internal and external analysis of the company in order to position the brand through visual merchandising. The company does not optimize their spaces, there are activities that are not efficient to accelerate the purchase decision-making in the research potential customers, it could be identified that must be corrected important aspects with regard to the exhibition of products to the environment BOHO store and if your image. The "exterior design and interior of the establishment to improve the positioning of the brand BOHO" It is proposed that is to provoke, inform and invite passersby to get inside the establishment, through the elements that form the outside of the store : facade, signs, doors and windows of course. Once inside and through the elements of the interior architecture: hot, cold and natural area and the arrangement of furniture and design of the halls, getting a comfortable circulation flow, logical and orderly customers.
  • Miniatura
    Item type:Ítem,
    Estrategias de merchandising y su incidencia en la captación de Clientes en la empresa Agecomp System.
    (Universidad Técnica de Ambato. Facultad de Ciencias Administrativas. Carrera de Marketing y Gestión de Negocios., 2015-07)
    Toapanta Ichina, Milton David 1804379889
    ;
    Chávez Yépez, Howard Fabián 1709032906
    Agecomp System Company dedicated to the marketing of computer equipment including desktops, laptops, printers and related supplies stand, its business has been doing since 2009, during this time has acquired great experience, but the increasing competition has made each time the turnover rate of its products decreases, which is why we are seeking to create a competitive advantage over competitors within your industry. Therefore came the need for an internal and external analysis of the company to know what factors cause the reduction in the rate of rotation of items, by the results obtained can establish strategies to attract new customers to increase are the sales. Research conducted by external clients it was noted that it is necessary to make a readjustment display products. So we proceeded to develop merchandising strategies that help optimize the physical space available at the point of sale, by appropriate location of furniture to enhance the presentation of products, to stimulate buying them. Also an approach is made in advertising to reach the minds of customers and consumers, as well as in the service and attention to customers is an important factor to achieve effective satisfaction.
  • Miniatura
    Item type:Ítem,
    Los Factores situacionales que influyen en la compra y su incidencia en el Comportamiento del consumidor de la empresa J.C Distribuciones
    (Universidad Técnica de Ambato. Facultad de Ciencias Administrativas. Carrera de Marketing y Gestión de Negocios., 2015-07)
    Yuccha Maliza, Wilma Alexandra 1804144614
    ;
    Miranda López, Rodrigo Fernando 1803556040
    J.C Distributions, it is on Ambateña factory dedicated to buy and sell to the wholesale and retail plastic from PICA, glassware, aluminum between others products. It is farts it is activities with home products for approximately 25 years in Ambato city, thanks to the vision of Mr. Jaime Clavijo during the last five years, there was the growth of the supplier, finding the need to obtain a property in where a building was built to supply more merchandise, that’s the reason why it’s important to take into account techniques to improve the image of the company. J.C Distributions decided to work with PICA mark because knows that its work consists in produce ideas that work in whatever situation that combines and that will serve for all families. This research work is determined by the advantage that implies the suitable handling of physical environment, the same that is constituted by the characteristics of obvious situation for the senses. In the present study intends to apply techniques of merchandising to influence behavior consumer, that lest to give a solution for the raised problem that is, the negative behavior of the consumer on the purchase decision, trying to obtain the maximum profit or benefit from the surface of the establishment.
  • Miniatura
    Item type:Ítem,
    El Merchandising y su impacto en el incremento de las Ventas en la empresa RM (Revolución de la Moda) de la ciudad de Ambato.
    (Universidad Técnica de Ambato. Facultad de Ciencias Administrativas. Carrera de Marketing y Gestión de Negocios., 2015-07)
    Villalva Toscano, Diego Fernando 1803451127
    ;
    Ríos Lara, Geovanny Fabricio 1803081296
    The company RM (revolution of the fashion) of the city of Ambato, he/she takes charge of the commercialization of garments of dressing, during 3 years which is in the stage of positioning of the mark, being given to know and to make know the product, therefore it is indispensable to take strategic stocks in the presentation of the product and the administration inside the local. It is for this reason that the present investigation project has been focused in carrying out an analysis on the presentation of the products that this establishment presents, with the purpose of being able to strategies or models that allow to increase the sales in the company to settle down. The heady results presently project, they indicate that it is important to correct presentation aspects and of administration inside the local, the how to present the merchandise and the administration that this it applies, and jointly with the type of attention, since they are factors that the clients have considered that they can improve. The proposal was to be able to address the implementation of models of Merchandising presentation and management to improve the operation of the premises; from the type of exhibition, distribution and the environment at the local, merchandising is essential in this type of premises and the image is more attractive for sale; You can retain and increase local RM sales (fashion revolution) from the city of Ambato.