Impacto del Visual Merchandising en recordación de marca y preferencia de compra entre marcas de calzado deportivo para la tienda Marathon Sports ubicada en el Mall del Río en la ciudad de Cuenca, año 2017

Abstract

The present research work aims to know the impact that visual merchandising has in the recall of brands applied in the store Marathon Sports, as a result, to know the TOM, by its abbreviations in English (top in the mind of the consumer in a category) and the purchase preferences of sports shoes of the marks: Adidas, Nike and Puma. Currently, there is a great diversity of brands in imported sports footwear. However, the buyer may not know the benefits that each of them gives, being important that the product is displayed and organized correctly to facilitate the purchase decision. Merchandising is a strategy, that more than just influencing consumer behavior, it is also responsible for the store design, decoration of shop windows, lighting, exhibitors and environments. For Santamaria (2014), it is conceived as the subjective judgment of a consumer about the excellence or superiority of the product. At present, there are no studies focused on knowing because a brand type of sports shoes is preferred. Therefore, it is considered necessary to investigate some variables within the commercial process at the time of making the purchase, so that the present work is focused on determining the influence of visual merchandising on the brand recall and purchase preference of certain globally recognized brands. It was possible to verify the relationship of the visual merchandising with the purchase preference and brand recall.