Plan de merchandinsing para la comercialización de productos de consumo masivo en el comercial Yolandita de la ciudad de Machala.

Abstract

Within the marketing strategies we have merchandisisng, which is a commercial strategy that aims to encourage the purchase of customers, merchandising over time became important for companies, because the markets are more demanding and competitive. The commercial Yolandita has an average of frozen sales in the last years, which worries its owner. Applying a marketing strategy determines the amplitude of the point of sale. Being this an Intensive, Exclusive or Selective distribution, directly related to the behavior of the client and the product, the objective of the research is to elaborate a merchandising plan through a diagnostic process in the commercial Yolandita, so that it is determined how these strategies affect the commercialization of its mass consumption products. The methodology used is field research, evidencing the distribution of the products of the products and the needs of the clients, through interviews with the owner and surveys of the company's clients and collaborators. Also the research has bibliographic information of scientific articles for greater veracity of the results and conceptual sustenance.