This research occurred in the trainingprocess of the Technology in MarketManagement and Sales Managementprograms of the Risaralda regional SENA. TheMiPymes of the Western Central MetropolitanArea AMCO, currently carries out activitiesto make the commercialspace a more pleasant place for the client;h...
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| Format: | Article |
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https://revistas.sena.edu.co/index.php/CDITI/article/view/4271 |
| _version_ | 1862444308904280064 |
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| author | Tangarife Arias, Gustavo |
| author_facet | Tangarife Arias, Gustavo |
| description | This research occurred in the trainingprocess of the Technology in MarketManagement and Sales Managementprograms of the Risaralda regional SENA. TheMiPymes of the Western Central MetropolitanArea AMCO, currently carries out activitiesto make the commercialspace a more pleasant place for the client;however, the expected results have not beenachieved. One of the causes identified in theMiPymes was the lack of knowledge of theimpact of Visual Merchandising as a techniqueallowing to organize products for the clientlogically and strategically. It was notpossible to capture the attention of consumers,nor generate confidence and pleasure intheir purchases, this means that in the endpositive impacts on sales and income were notreflected.According to Rafael Gonzales, an expertin the impulse buying experience, “Studiesshow that more than 70% of the purchasethe decision is motivated by visual and sensoryimpulses.” Another study carried out bythe POPAI Association (International Point ofSale Association) points out that between 50%and 65% of sales are not planned, which showsus that impulse buying is a high interest andgreat importance in the market.In a conversation about VisualMerchandising held at the Sena RisaraldaCenter for Commerce and Services, thebarriers that affect the application of thisthe attendees established techniques,some of which had a high or low incidenceaccording to the level of power and interest inthe purchase objective, these barriers impactedhindered the advancement andimplementation of new techniques ormarketing strategies, among other variables,which were corroborated by the investigation.At the end of the research project,it was possible to: (i) analyze commercialmanagement based on the application ofthe Visual Merchandising technique in theMiPymes of the Western Central MetropolitanArea AMCO (ii) characterizes the MiPymesagainst the application of the method ofVisual Merchandising and (iii) select the beststrategies to strengthen your application.For this, the scope of the objectives wasapproached from a qualitative approach,which allowed analyzing the problem throughthe interpretation and understanding of theprocesses and results of the project’s impact,thus being descriptive, explanatory, andevaluative study; The analysis of the data withthis approach allowed us to discover new themesand concepts immersed in the collected data. |
| format | Article |
| id | citeisa-4271 |
| institution | OJS - REV_TEINNOVA |
| record_format | dc |
| spellingShingle | ANALYSIS OF VISUAL MERCHANDISING IN THE SALES OF MSMES IN THE CENTRAL METROPOLITAN AREA WEST AMCO - RISARALDA. Tangarife Arias, Gustavo |
| title | ANALYSIS OF VISUAL MERCHANDISING IN THE SALES OF MSMES IN THE CENTRAL METROPOLITAN AREA WEST AMCO - RISARALDA. |
| url | https://revistas.sena.edu.co/index.php/CDITI/article/view/4271 |
