Análisis del impacto del Merchandising Visual de la marca KOAJ en el proceso de decisión de compra de los consumidores

Abstract

The research titled "Analysis of the Impact of KOAJ Brand Visual Merchandising on Consumer Purchase Decision-Making" focuses on how the visual presentation of products influences the purchase decisions of KOAJ brand consumers in Bogotá D.C. The study poses the research question: How does KOAJ brand Visual Merchandising influence consumer purchase decision-making? Using a mixed-method approach (quantitative and qualitative), surveys were conducted via Google Forms with consumers aged 18 to 35, KOAJ’s main demographic segment. The theoretical framework is based on authors and successful case studies of recognized brands, highlighting the importance of Visual Merchandising in attracting and retaining customers in the fashion sector. The results indicate that 71% of respondents consider that Visual Merchandising significantly influences their purchase decision. This underscores the crucial role that the strategic presentation of products plays in the consumer shopping experience. Through a detailed analysis of the collected data, specific recommendations were identified to optimize KOAJ's Visual Merchandising strategies, aiming to enhance emotional connection with customers and increase sales. The conclusions suggest that a creative and well-designed product presentation can strengthen customer satisfaction and loyalty towards the brand, providing a useful reference framework for other brands in the fashion industry.