Procedure for developing merchandising strategies in tourist stores

Abstract

The efficient use of merchandising techniques has a significant impact on the consumer's shopping experience, its use should be strategic, considering the buyer as the central axis of the decisions to be made.  According to research carried out, it was found that in Holguín there are dissatisfactions related to the development of strategies that affect the enjoyment of customers in their shopping experience. Therefore, a research was carried out with the objective of designing a procedure that contemplates new merchandising strategies and their influence on the purchase decision of the customers of the tourist stores, in its conception it coherently integrates methods and tools that allow the merchandising management, for its development theoretical and empirical methods were used, which contributed to the development of the research. Its validation is evidenced through the application of specialists' criteria.