El Merchandising y la Satisfacción de clientes en la empresa Tienda Asociada de la ciudad de Ambato

Abstract

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