Examinando por Materia "CONSUMO DE BEBIDAS ALCOHOLICAS - MERCADEO - MEDELLÍN"

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    Impacto que tiene el visual merchandising en el punto de venta en las decisiones de compra de bebidas en el canal tradicional de Medellín
    (2018) Londoño Cuervo, Felipe; Botero Cardona, Andrés; Mejía Gil, María Claudia
    Despite the evolution of shopping behaviour in recent years, with the entry of new supply channels and technology development, Colombia has been characterized for being strongly linked with his cultural heritage refering of how they do their shopping, where the neighborhood store still being the principal consumption channel in the country and a very important income for many families. Based on those reasons, for Colombian´s its vital to get to know and understand how does visual merchandising affects the shopping decisions in the traditional channel, that’s the main purpose of this thesis. This study used a mixed methodology to analise the consumers of drinks and sodas in neighborhood stores located in middle class neighborhoods in the city of Medellín; on one side, we used cualitative techniques as observation in 6 neighborhood stores, afterwards, we complemented the study with neuromarketing techniques with 27 eye tracking studies. This techniques were used in order to fully comprehend the visual impacts in consumers when encountering different visual merchandising within the neighborhood stores. With this study we were able to increase the information of the local consumer and its relationship with the visual merchandising, contributing to mass comsuption companies to decide if they should or shouldn’t use these type of materials. Along the paper we could find evidence that consciously and not consiously, publicity applied dirrectly in the neighborhood stores influences consumer behaviour. 52 % of the analized consumers change their decision when encountering visual mernchandising used by these companies inside the selected stores.