The Visual Merchandising in the Purchase Decision of the Consumer of Clothing and Accessories Stores in the City of Tijuana
Keywords:
Visual merchandising, Clothing and accessories stores, ConsumersAbstract
The objective of the case study is to determine the inflfluence of visual merchandising on the purchase
decision of the consumer of clothing and accessories stores. Quantitative methodology was used through the application of the survey to customers of clothing and accessories stores in Tijuana, using the formula fifinite populations 95% confifidence and 5% admitted error, a sample of 374 was obtained, the software was also used. SPSS 22 statistics for data analysis. The results obtained, the elements of visual merchandising that are positively associated with the purchase decision of consumers are customer service, changing rooms, displays, mirrors, lighting, order in the aisles, color combination and product distribution, in addition, garment design, furniture. It is concluded that the variability in the purchase decision of customers is explained in 11.8% by visual merchandising.
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Copyright (c) 2022 Ana Aise Ruíz Mayne, Isaac Cruz Estrada, Ana María Miranda Zavala
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