Situational diagnosis of merchandising applied to the Municipal Market of Bahía de Caráquez with an economic, social and health focus

Abstract

The study carried out in the Municipal Market of Bahía de Caráquez - Manabí focuses on knowing the merchandising techniques, when considering diagnosing the current situation of merchandising of the products and the perception of the clients of the Market. Therefore, a qualitative-quantitative investigation was developed that seeks to describe the statistical data and analyze the information collected. When investigating 393 clients, it was found that the perception regarding the design and presentation of the products is negative due to factors such as order and health; In parallel, the sellers revealed an empirical application of the ways to disseminate and preserve the products, as well as their concern about the low profitability of the business. In the presentation of the goods, no product display technique is used to make the physical space profitable, in addition, the provisions of the goods do not help the purchase of others to increase the level of turnover and demand. Definitely, the physical and mental stimuli that, for the most part, do not require monetary investment and with high visual impact, are not being applied to guide the behavior towards the purchase, to the detriment of its quality and image with economic, social and social consequences. healthiness.