Citas bibligráficas
Saavedra, K., (2017). El merchandising visual y su influencia en el comportamiento del consumidor de una tienda retail de artículos de electrónica menor en el C.C. Real Plaza de la ciudad de Trujillo, en el año 2017 [Tesis, Universidad Privada del Norte]. https://hdl.handle.net/11537/12508
Saavedra, K., El merchandising visual y su influencia en el comportamiento del consumidor de una tienda retail de artículos de electrónica menor en el C.C. Real Plaza de la ciudad de Trujillo, en el año 2017 [Tesis]. PE: Universidad Privada del Norte; 2017. https://hdl.handle.net/11537/12508
@misc{renati/524070,
title = "El merchandising visual y su influencia en el comportamiento del consumidor de una tienda retail de artículos de electrónica menor en el C.C. Real Plaza de la ciudad de Trujillo, en el año 2017",
author = "Saavedra Costilla, Kevin James",
publisher = "Universidad Privada del Norte",
year = "2017"
}
ABSTRACT The present study entitled “VISUAL MERCHANDISING AND ITS INFLUENCE ON CONSUMER BEHAVIOR OF A RETAIL STORE OF MINOR ELECTRONICS ITEMS IN C.C. REAL PLAZA OF THE CITY OF TRUJILLO, IN THE YEAR 2017 “, has as purpose to determine the influence of visual merchandising on consumer behavior of a retailer of minor electronics in the city of Trujillo. This research shows how the establishment influences the consumer, either by the first impression with the external architecture or through the presentation of the products inside the store. The research problem is related to the following question: What is the influence of visual merchandising on the consumer behavior of a minor electronics retailer in the city of Trujillo in 2017? And whose hypothesis was positive reaffirming that “Visual merchandising influences in a positive way the consumer behavior of a retailer of minor electronics articles in the city of Trujillo.“ Highlighting as dependent variable: consumer behavior and as independent variable: visual merchandising. The research design was non-experimental, descriptive and cross-sectional. The population under study is made up of people: men and women aged 20-59, from NSE A, B and C, who purchase smaller electronics products. A significant sample of 182 people was established. The technique of the survey was used and the questionnaire was used as an instrument. Visual Merchandising at Coolbox is a key tool that influences consumer behavior. This is demonstrated by the results of sales and the turnover of products, which are reflected in the third quarter of 2017 compared to the previous period.
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