APLICACIÓN DEL MERCHANDISING EN MERCADONA.
Fecha
2021-06-02
Título de la revista
ISSN de la revista
Título del volumen
Editor
Jaén: Universidad de Jaén
Resumen
Este Trabajo de Fin de Grado muestra un análisis detallado de la
aplicación del merchandising en Mercadona. Uno de los motivos
que me llevaron a realizar este trabajo fue mi elevado interés
hacia esta rama del marketing y el actual papel que juega en la
sociedad.
Este proyecto se ha realizado a través de un marco teórico, el cual
se ha centrado en desarrollar el concepto de merchandising y su
evolución, y a través de un marco empírico, el cual desarrolla las
diferentes técnicas que utiliza Mercadona en sus
establecimientos, y cómo logra adoptarlas a sus características.
Tras realizar el diferente estudio, se ha procedido a la obtención
de una conclusión final, la cual se resume en que todos los
consumidores se encuentran condicionados a la hora de realizar
sus compras, y que las empresas tienen un gran aliado en la
aplicación de estas técnicas, las cuales permiten un mayor
volumen de ventas.
This Final Degree Project shows a detailed analysis of merchandising application in Mercadona. One of the reasons that led me to do this project was my high interest in this branch of marketing and the current role that it plays in nowadays society. This project has been carried out through a theorical framework, which has focused on developing merchandising concept and its evolution, and through an empirical framework, which develops different techniques that Mercadona uses in its establishments, and how it achieves adopting them to its characteristics. Summing up, after carrying out the different study, a final conclusion has been obtained, which is that all consumers are conditioned when they make their purchases, and that companies have a great ally in the application of these techniques, which allow a greater volume of sales.
This Final Degree Project shows a detailed analysis of merchandising application in Mercadona. One of the reasons that led me to do this project was my high interest in this branch of marketing and the current role that it plays in nowadays society. This project has been carried out through a theorical framework, which has focused on developing merchandising concept and its evolution, and through an empirical framework, which develops different techniques that Mercadona uses in its establishments, and how it achieves adopting them to its characteristics. Summing up, after carrying out the different study, a final conclusion has been obtained, which is that all consumers are conditioned when they make their purchases, and that companies have a great ally in the application of these techniques, which allow a greater volume of sales.