Bibliographic citations
Castillo, J., Estrada, J. (2017). El merchandising como estrategia del marketing de retail y su influencia en la decisión de compra de los clientes del segmento B de Plaza Vea del distrito de Trujillo - 2016 [Tesis, Universidad Privada Antenor Orrego]. https://hdl.handle.net/20.500.12759/2342
Castillo, J., Estrada, J. El merchandising como estrategia del marketing de retail y su influencia en la decisión de compra de los clientes del segmento B de Plaza Vea del distrito de Trujillo - 2016 [Tesis]. : Universidad Privada Antenor Orrego; 2017. https://hdl.handle.net/20.500.12759/2342
@misc{renati/375912,
title = "El merchandising como estrategia del marketing de retail y su influencia en la decisión de compra de los clientes del segmento B de Plaza Vea del distrito de Trujillo - 2016",
author = "Estrada Casanatan, Jose Miguel",
publisher = "Universidad Privada Antenor Orrego",
year = "2017"
}
This study is on ““the merchandising and marketing strategy of retail and their influence on the purchase decision of customers segment B Plaza Vea district of Trujillo““ had as general objective: To determine the influence of merchandising in the decision buying customers Plaza see in the B segment district of Trujillo. The research problem is referred to the following question: How influences the merchandising and retail marketing strategy in the purchase decision of customers see the B segment square in the district of Trujillo? And whose hypothesis was ““The merchandising and marketing strategy of retail has a positive influence on the purchase decision of customers of Plaza Vea segment B district of Trujillo““ noting as study variables: Dependent Variable: Purchase Decision; and Independent Variable: The merchandising and retail marketing strategy The research design was explanatory causal, the population under study consists of an average of visits for month Consumer Segment B of the company Plaza Vea, of which we received information from 500 people from the which a representative sample of 217 clients was established, the type of sampling was probabilistic, using the technique of the survey and the questionnaire as a tool. The results of the research has allowed us to know that if there is a positive influence of merchandising in the purchase decision of customers., Proving the hypothesis by statistical chi-square test. By the results can be seen that in order to captivate the customer at the point of sale, should make proper use of merchandising both inside and outside of the store making striking with good lighting, order and cleanliness, advertising, aroma, decoration and display products, this will generate customer a good buying decision.
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