Merchandising visual como herramienta de análisis en mercados emergentes. Análisis de caso de Tiendas D1 en Bogotá

Abstract

The inclusion of “hard discount” business models in the Colombian market has brought I get different changes, particularly in relation to consumption, some of them are evident in the habits, behavior and culture of the Colombian consumer, who for the sake of finding economy and closeness, today leans towards other forms of consume and buy, despite already having a tradition around the Stores or chains of supermarkets that have been in the country for several decades. Therefore, this work is developed in order to analyze from the theory and work of field, what elements of visual communication, through merchandising, do the D1 stores in Bogotá and how this marketing tool affects as a factor of relevance to the consumer when visiting the Store and making the decision to purchase the products offered there. As part of this analysis, reference was taken different authors who propose merchandising as an important communication technique at the point of sale. Some references from the theory of the consumer behavior to get an approximation to their consumption logics.