ANALYSIS OF VISUAL MERCHANDISING IN THE SALES OF MSMES IN THE CENTRAL METROPOLITAN AREA WEST AMCO - RISARALDA.

Abstract

This research occurred in the training
process of the Technology in Market
Management and Sales Management
programs of the Risaralda regional SENA. The
MiPymes of the Western Central Metropolitan
Area AMCO, currently carries out activities
to make the commercial
space a more pleasant place for the client;
however, the expected results have not been
achieved. One of the causes identified in the
MiPymes was the lack of knowledge of the
impact of Visual Merchandising as a technique
allowing to organize products for the client
logically and strategically. It was not
possible to capture the attention of consumers,
nor generate confidence and pleasure in
their purchases, this means that in the end
positive impacts on sales and income were not
reflected.
According to Rafael Gonzales, an expert
in the impulse buying experience, “Studies
show that more than 70% of the purchase
the decision is motivated by visual and sensory
impulses.” Another study carried out by
the POPAI Association (International Point of
Sale Association) points out that between 50%
and 65% of sales are not planned, which shows
us that impulse buying is a high interest and
great importance in the market.
In a conversation about Visual
Merchandising held at the Sena Risaralda
Center for Commerce and Services, the
barriers that affect the application of this
the attendees established techniques,
some of which had a high or low incidence
according to the level of power and interest in
the purchase objective, these barriers impacted
hindered the advancement and
implementation of new techniques or
marketing strategies, among other variables,
which were corroborated by the investigation.
At the end of the research project,
it was possible to: (i) analyze commercial
management based on the application of
the Visual Merchandising technique in the
MiPymes of the Western Central Metropolitan
Area AMCO (ii) characterizes the MiPymes
against the application of the method of
Visual Merchandising and (iii) select the best
strategies to strengthen your application.
For this, the scope of the objectives was
approached from a qualitative approach,
which allowed analyzing the problem through
the interpretation and understanding of the
processes and results of the project’s impact,
thus being descriptive, explanatory, and
evaluative study; The analysis of the data with
this approach allowed us to discover new themes
and concepts immersed in the collected data.