Analysis of the relationship between visual merchandising and impulsive buying in the textile sector in the city of Machala - Ecuador
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Abstract
Merchandising reveals itself as a technique designed to captivate customers from the moment they enter the store, through the careful design of the atmosphere the moment they enter the establishment. This strategy seeks to visually stimulate the consumer, inclining him to make unplanned purchase. This research examined the complex relationship between visual merchandising and impulsive buying. The study used a quantitative method quantitative descriptive correlational based on the PLS-SEM (structural equation modeling) multivariate analysis technique. Data collection was carried out by an online survey, designed based on the Likert scale. The finding of this study revealed a significant and positive correlation between visual merchandising and impulse buying, providing a detailed insight to understand behavior in the textile sector in Machala.
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