Impact of visual merchandising on the purchase decision of consumers from retail stores in central Peru

摘要

The objective of this research was to determine the factors of Visual Merchandising on con-sumers’ purchase decision in retail stores in the districts of El Tambo and Huancayo, 2019. The study was carried out using the quantitative approach including the scientific method (general) and the deductive method (specific). In addition, the non-experimental - transversal - descriptive research design was used. The survey was used as a technique; applying two questionnaires, one for Visual Merchandising and the other for the purchase decision. The study sample was made up of 384 consumers aged between 20 and 60 years who went to retail stores in the districts of El Tambo and Huancayo and they were randomly selected for the application of the instrument. By means of the structural equation model, it was obtained that the organization of the outside of the business (OBA) had a significant influence on the cultural (p ≤ 0.05) and social (p ≤ 0.05) factors of the purchase decision; and a negative relation-ship with personal (p> 0.05) and psychological factors (p> 0.05). Regarding the organization of the interior of the business (OBI), it did not have any positive relationship with the purchase decision of the consumers of the retail stores surveyed (p> 0.05 for H5, H6, H7 and H8), due to the low knowledge that retailers have regarding the organization of the product at the point of sale. The environmental factors of the business (EFB) generated a positive impact on the cultural (p ≤ 0.05), personal (p ≤ 0.05) and psychological (p ≤ 0.05) purchase decision factors. However, they did not generate a positive impact on the social factor (p> 0.05) of the purchase decision (CSPD). It is concluded that the factors (exterior architecture, interior architecture, and atmosphere) of Visual Merchandising determine the purchase decision of consumers from retail stores in the central region of Peru (districts of El Tambo and Huancayo).