Proyectos de Titulación - Marketing e Inteligencia de Mercados
URI permanente para esta colecciónhttps://dspace.ucacue.edu.ec/handle/ucacue/19469
Examinar
Envíos recientes
Ítem Acceso Abierto Proyecto de Titulación embargado con fines de publicación de impacto.(Universidad Católica de Cuenca, 2025) Yalamá Chumbi, Jorge Luis; Castillo Guano, Wilson Fernando; Cabrera Hermida, María del Pilar; 0105911861; 0302948906Ítem Acceso Abierto Proyecto de Titulación embargado con fines de publicación de impacto.(Universidad Católicca de Cuenca, 2025) Mogrovejo Sarmiento , Freddy Mateo; Villavicencio Rodas , María Fernanda; 0105811145Ítem Acceso Abierto “Influencia del Visual Merchandising en las estrategias promocionales del punto de venta: Un análisis desde el Neuromarketing.”(Universidad Católica de Cuenca, 2025) Llivicura Zhingri , Andrea Isabel; Brito Corral, Juan José; 0151244134Visual merchandising, through the principles of neuromarketing, has a significant influence on consumer perception, attention, and purchase decision-making. The problem to be addressed is the inefficient use of visual merchandising at retail outlets. As a case study, the research will be conducted at one of the Delicattos stores of the food company Embutidos Piggis, located in Cuenca, Ecuador. The objective is to determine the appropriate distribution of products within displays and retail outlets through visual merchandising from a neuromarketing perspective, in order to enhance the customer experience and increase sales. The research design is descriptive, employing a qualitative approach. The technique to be used is instrumented observation through eye tracking, a technology that analyzes visual stimuli by tracking eye movements. The results obtained throughout the study show that visual merchandising, when combined with neuromarketing tools such as Eye Tracking, can accurately identify the most effective retail outlets and displays, enabling greater influence on consumers' purchasing decisions.
