Resumen

RAMIREZ BELTRAN, Claudia Janeth  y  ALFEREZ SANDOVAL, Luis Gerardo. Conceptual model to determine the impact of visual merchandising in making purchasing decisions at the point of sale. Pensam. gest. [online]. 2014, n.36, pp.1-27. ISSN 2145-941X.

The research was realized in the main supermarkets at the Bucaramanga City, started from the identification of the theoretical concepts that substantiate the development of research. Later, were used qualitative and quantitative techniques for collection of customer's data at the chosen supermarkets, and then analyzes the results obtained and concludes with the construction to conceptual model with the correspondent statistic validation. The model it highlights key elements to made decisions at the point of sales, such as the decor of the place, sales promoters, and the kind of adver-tising or visual merchandising. The results lead to the conclusion that 28% of the customers always make decisions by effect to the visual advertising or the visual merchandising, getting even to the 61%, considering those who change their decision occasionally.

Palabras clave : merchandising; point of sale; purchasing decisions.

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