“Influencia del Visual Merchandising en las estrategias promocionales del punto de venta: Un análisis desde el Neuromarketing.”

Abstract

Visual 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.