Customers' perception of the determining factors of Visual Merchandising in Caracol points of sale in Holguin

Dayana González-Morera; Félix Díaz-Pompa; Miguel Ángel Gozález-Infante; Ania Yelina Fernández-Lara

doi:10.32870/myn.vi50.7704

Authors

Dayana González-Morera University of Holguín https://orcid.org/0009-0003-8356-7036
Félix Díaz-Pompa Universidad de Holguín https://orcid.org/0000-0002-2666-1849
Miguel Ángel Gozález-Infante University of Holguín https://orcid.org/0000-0002-6317-9234
Ania Yelina Fernández-Lara Sucursal Comercial Caracol Granma https://orcid.org/0009-0001-9147-6068

DOI:

https://doi.org/10.32870/myn.vi50.7704

Keywords:

visual merchandising, merchandising, store, retail, costumers

Abstract

This research aims to analyze the perception of customers who visit points of sale on the determining elements of visual merchandising. The study is carried out under a quantitative and descriptive approach through a survey applied to a sample of 159 external customers, where it was found that there is a primarily positive perception. However, there are unfavorable factors such as the ambiance with music, the relevance of promotions, seasonality, and distribution of products. In conclusion, it is known that Caracol stores, although they use Visual Merchandising, have aspects that customers negatively perceive.

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