El Merchandising en la Empresa Pinturas Ponce de la ciudad de Ambato.

Abstract

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.