Influencia del visual merchandising en el comportamiento de compra del consumidor en boutiques y tiendas independientes del sector moda y belleza del Distrito Central
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Date
2026-06-05
Journal Title
Journal ISSN
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Publisher
Universidad Tecnológica Centroamericana UNITEC
Abstract
El presente estudio analiza la influencia del visual merchandising en el comportamiento de compra del consumidor en boutiques y tiendas independientes del sector moda y belleza del Distrito Central, Honduras. La investigación responde a la necesidad de generar evidencia académica local, dado que muchos establecimientos aplican estas estrategias de manera empírica y sin criterios técnicos definidos. Se utilizó un enfoque mixto (cuantitativo y cualitativo), con un diseño no experimental y transversal. Se aplicaron encuestas a 384 consumidores adultos de 25 a 54 años y entrevistas a 7 propietarios de boutiques. Los resultados indican que elementos como la exhibición de productos, la organización del espacio, la iluminación y la ambientación influyen significativamente en la percepción del consumidor, su permanencia en la tienda y la compra por impulso. Se concluye que el visual merchandising es una herramienta estratégica que, bien implementada, puede mejorar la experiencia de compra e incrementar las ventas en este tipo de negocios.
This study analyzes the influence of visual merchandising on consumer purchasing behavior in boutiques and independent stores within the fashion and beauty sector in Distrito Central, Honduras. The research addresses the need to generate local academic evidence, given that many establishments apply these strategies empirically and without clearly defined technical criteria. A mixed-method approach (quantitative and qualitative) was used, with a non-experimental and cross-sectional design. Surveys were administered to 384 adult consumers aged 25 to 54, along with interviews conducted with 7 boutique owners. The results indicate that elements such as product display, space organization, lighting, and ambiance significantly influence consumer perception, time spent in the store, and impulse purchasing. It is concluded that visual merchandising is a strategic tool that, when properly implemented, can enhance the shopping experience and increase sales in this type of business.
This study analyzes the influence of visual merchandising on consumer purchasing behavior in boutiques and independent stores within the fashion and beauty sector in Distrito Central, Honduras. The research addresses the need to generate local academic evidence, given that many establishments apply these strategies empirically and without clearly defined technical criteria. A mixed-method approach (quantitative and qualitative) was used, with a non-experimental and cross-sectional design. Surveys were administered to 384 adult consumers aged 25 to 54, along with interviews conducted with 7 boutique owners. The results indicate that elements such as product display, space organization, lighting, and ambiance significantly influence consumer perception, time spent in the store, and impulse purchasing. It is concluded that visual merchandising is a strategic tool that, when properly implemented, can enhance the shopping experience and increase sales in this type of business.
Keywords
Visual Merchandising, Tiendas Independientes, Sector Moda y Belleza, Consumidor