Seduction merchandising management in hotel stores

Abstract

Companies require merchandising techniques and strategies that allow them to create a pleasant shopping experience for consumers in order to increase the visibility of their products and promote sales. In this context, the present research was carried out with the objective of designing a procedure for the management of seduction merchandising in hotel stores to influence consumer buying behavior. Theoretical and empirical methods were used, which contributed to the development of the research. As a result, a procedure is conceived to develop the management of seduction merchandising in hotel stores, considering the authenticity of the offer, the participative approach of the consumer and his learning to favor his buying behavior. Its validation is evidenced through the application of specialists' criteria, which is viable and pertinent.