Estrategias de merchandising y su influencia en el shopper

marketing del canal moderno en el norte de la ciudad de

Guayaquil

Alex Rendón Alin

*

Diana Yánez Guerrero

*

David Toscano Alin

*

carried out in order to determine the preferences,

preferences, environments and, above all, the

consumption and consumer behavior of the consumer

and thus establish the factors that influence their

decision with merchandising tools in order to

influence the shopper market. However, it must be

clear that this type of strategy is focused on the point

of sale, and serves to revalue it, becoming the ideal

setting for the purchase decision to be able to win and

not lose buyers by providing the right information

RESUMEN

Las estrategias son importante en todos negocios ,

generalmente en los canales mayoristas donde

https://orcid.org/0000-0002-5499-9644

* MSc. Universidad de Guayaquil, diana.yanezg@ug.edu.ec,

https://orcid.org/0000-0002-6286-2066

consumidor y establecer así los factores que influyen

en su decisión con herramientas de Merchandising

para poder influir en el shopper market . Sin

embargo, debe tenerse bien claro que este tipo de

estrategia va enfocada al punto de venta, y que sirve

para revalorizarlo llegando a ser el escenario idóneo

para la decisión de compra para poder ganar y no

perder compradores otorgando la información

adecuada induciendo a ser impulsados para que

puedan adquirir mediante sus hábitos de consumo

generando un vínculo y relación directa con el

important part of the marketing processes using strategic tools such as Merchandising,

shopper market that is to define categories between the manufacturer and the channel

at the point of sales for the consumer and buyer to define a base medium, as a business

unit thus forming a central axis whose objective is to improve the results based on the

value given to the consumer for the purchase of a product, good or service.

Every shopper strategy begins with the brand, and in turn the basis of a brand strategy

is the focus on the brand.

of a brand strategy is the one focused on the consumer. Shopper and consumer are

synchronized, so you should always go one step ahead in the demand generation process

and be clear about who the consumer is. In general, the best brands win in two moments

products are focused on the market to have a perception through the so-called

The process includes three major complementary and sequential stages, which are Brand

strategy (consumer). The brand strategy is the classic stage of the process where the

strategy focused on the consumer is developed, here in this stage are the variables of

insights, positioning, perception, brand value and advertising. These guidelines, which are

the genesis of demand generation, must be developed with a deep strategic level, as they

would be a necessary input for the next stage of the process. The channel strategy

(shopper) is the one that connects both the brand strategy and the retail strategy, while

the brand strategy focuses on the consumer, the channel strategy focuses on the

shopper. The channel strategy takes the brand category guidelines and transforms them

into channel brand guidelines. Retail (customer) strategy is entirely the responsibility of

the sales area, while for companies with large accounts, the Key Account Managers

are three factors that are related and that have been the subject of studies, these factors

are affection, behavior and cognition.

For the analysis of the market, it is necessary to look for an efficient consumer response

that helps to increase the degree of consumer satisfaction, also to know, in order to

eliminate inefficiencies within the use of processes in the distribution system, logistics in

order to reduce costs seeking to improve the results in the business and therefore sales.

Within the shooper marketing there are seven steps for the implementation of effective

marketing, the first step is to start with the objectives and corporate and marketing

strategies, that is to say that everything that is communicated to the buyer at the point

of sale must be absolutely consistent with the brand strategy and be in harmony with

fourthly to get a thorough understanding of the organization, objectives and strategies

of the key retailers. Retailers will be motivated to give full support to a given initiative

leverage the impact of all the efforts of the manufacturing company throughout the

buying process and at the point of sale. And finally, the seventh step is to implement

with excellence and measure the results of a shopper marketing activity that may reflect

a brilliant concept, but its success will ultimately depend on the impact it has on the

shopper. Therefore, the task does not end when the activity has been sold to a customer

or product category manager at the retailer's company headquarters.

The concept of behavior refers to the internal and external dynamics of the individual

or group of individuals that arise when they seek to satisfy their needs through goods

and services.

Schiffman & Kamuk (2010) note that consumers make three types of purchases: trial

purchases, repeat purchases, and long-term commitment purchases. Trial purchases

behavior becomes more and more frequent, we will be talking about a long-term

commitment purchase.

Prieto (2010) mentions that in the market there are different types of purchase or

consumer behavior at the point of sale. These are of two types: planned purchases or

rational behavior and impulsive purchases or irrational behavior (p. 333).

Prieto (2010) points out that intended purchases are subdivided into three dimensions.

The planned purchase is one in which the buyer has determined in advance, by means

of a list, the product, size, brand, price and even place; in this case it is very difficult to

modify the purchase behavior. There is also the necessary planned purchase, here the

purchase is made on the basis of a planned product, but there are no brand preferences

has already determined what he is going to buy, but waits for the period of sales,

promotions, offers, etc. There is also the remembered impulse purchase in which the

without taking into account price, quality, brand, etc. (p. 333).

Customer buyer: this is the in-store customer who, once inside the point of sale, will

base his or her purchasing decision on prices, product quality, offers, promotions,

product range and treatment received. The shopper customer will be the one who will

apply exit marketing in order to acquire not only the products he was looking for, but

also those he did not plan to buy (Miquel et al.,2008).

Shopper customer: is the one who needs a series of arguments to go to one

establishment and not to another. They want to know where to buy and not what to

buy. They are concerned about aspects such as ease of access, parking, the image of the

establishment and prices in general. In short, the shopper customer is the one who,

outside the store, chooses where he/she wants to shop or where it is more convenient

of goods or services or external activities (search for a product, physical purchase and

transportation of the same) and internal activities (the desire for a product, brand

loyalty, psychological influence produced by advertising) (Arellano, R., 2002). (Arellano,

R., 2002)

Purchase Decision: the purchase process begins when the buyer recognizes having a

problem or need. The need can be triggered as a consequence of internal or external

stimuli. In the case that the origin is an internal stimulus, one of the natural needs of the

person (hunger, being, sex) reaches the intensity limit necessary to become a motive

(Kotler & Armstrong, 2008).

Corporate Image: abstraction and synthesis of the values, characteristics and properties

fascinating for customers, and as profitable as possible for the retailer (Bort, 2004).

can also extend outside this, but Merchandising exceeds any definition so it is necessary

to review different aspects. The purchase decision is the definitive moment in the

transaction, it is a situation where the consumer brings to his mind all those efforts that

the company has made to inform, remember, and insert towards the preference in a

product, Merchandising acts at the point of sale as that additional help or fundamental

reason that convinces the customer that the choice he will make will be the best. A tidy,

clean, organized, surprising, eye-catching, communicating product or establishment will

give confidence and will undoubtedly participate actively in the consumer's decision to

buy (page 3).

Martínez and Vázquez (2006) point out that the main objective of merchandising is to

communicate brand values and product features to customers and induce them to buy,

members, specifically by the manufacturers, who use research and communication

techniques, market research and analysis, packaging design, POS, negotiate space, etc.

(p. 46).

MATERIALS AND METHODS

This research used the descriptive, quantitative, and direct observation method in order

to study the social environment, describing each of the variables presented in this work.

The research design or the way to collect information will be the basis for the

documentary way to contribute to relevant results. For the development of this project,

the population will be taken as the total number of people residing in the Tarqui Parish

RESULTS

the respondents favored the location by sections, 29% the ease of transit, 21% the

product display and the last 10% the atmosphere of the store. As a result of question 2,

the following results were obtained: buyers are more interested in the price with a result

of 32%, followed by the brand with 27%, the product display and 20% in the packaging.

The result of question three tells us that 31% are inclined by the interior decoration,

22% by the smell, 17% by the background sound, 16% by the smells and 10% by the

illumination.

According to question 4, the following result was obtained: 33% of the buyer's attention

presentation, 25% for price, and 23% for recommendations.

CONCLUSIONS

Visual merchandising has a direct impact on the purchase decision of customers of

department stores in modern channels. This is appreciated by all its components and

how customers evaluate its importance in the purchase decision, among the most

frequent buying habits among customers surveyed is that customers of department

stores, ever made an impulse purchase, The visual merchandising elements that have

greater impact on the purchase decision of shopper customers (outside the store) Most

important are the factors that affect the purchase decision of customers buyer, as they

consumers.

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