<?xml version="1.0" encoding="ISO-8859-1"?><article xmlns:mml="http://www.w3.org/1998/Math/MathML" xmlns:xlink="http://www.w3.org/1999/xlink" xmlns:xsi="http://www.w3.org/2001/XMLSchema-instance">
<front>
<journal-meta>
<journal-id>2594-0163</journal-id>
<journal-title><![CDATA[Mercados y negocios]]></journal-title>
<abbrev-journal-title><![CDATA[Merc. negocios]]></abbrev-journal-title>
<issn>2594-0163</issn>
<publisher>
<publisher-name><![CDATA[Universidad de Guadalajara, Centro Universitario de Ciencias Económico Administrativas]]></publisher-name>
</publisher>
</journal-meta>
<article-meta>
<article-id>S2594-01632023000300003</article-id>
<article-id pub-id-type="doi">10.32870/myn.vi50.7704</article-id>
<title-group>
<article-title xml:lang="en"><![CDATA[Customers' perception of the determining factors of Visual Merchandising in Caracol points of sale in Holguin]]></article-title>
<article-title xml:lang="es"><![CDATA[Percepción de los clientes sobre los factores determinantes del Merchandising Visual en puntos de venta Caracol del destino Holguín]]></article-title>
</title-group>
<contrib-group>
<contrib contrib-type="author">
<name>
<surname><![CDATA[González-Morera]]></surname>
<given-names><![CDATA[Dayana]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Díaz-Pompa]]></surname>
<given-names><![CDATA[Félix]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Gozález-Infante]]></surname>
<given-names><![CDATA[Miguel Ángel]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Fernández-Lara]]></surname>
<given-names><![CDATA[Ania Yelina]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
</contrib-group>
<aff id="Af1">
<institution><![CDATA[,Universidad de Holguín  ]]></institution>
<addr-line><![CDATA[ ]]></addr-line>
<country>Cuba</country>
</aff>
<aff id="Af2">
<institution><![CDATA[,Universidad de Holguín  ]]></institution>
<addr-line><![CDATA[ ]]></addr-line>
<country>Cuba</country>
</aff>
<aff id="Af3">
<institution><![CDATA[,Universidad de Holguín  ]]></institution>
<addr-line><![CDATA[ ]]></addr-line>
<country>Cuba</country>
</aff>
<aff id="Af4">
<institution><![CDATA[,Sucursal Comercial Caracol Granma  ]]></institution>
<addr-line><![CDATA[ ]]></addr-line>
<country>Cuba</country>
</aff>
<pub-date pub-type="pub">
<day>00</day>
<month>12</month>
<year>2023</year>
</pub-date>
<pub-date pub-type="epub">
<day>00</day>
<month>12</month>
<year>2023</year>
</pub-date>
<volume>24</volume>
<numero>50</numero>
<fpage>3</fpage>
<lpage>20</lpage>
<copyright-statement/>
<copyright-year/>
<self-uri xlink:href="http://www.scielo.org.mx/scielo.php?script=sci_arttext&amp;pid=S2594-01632023000300003&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.org.mx/scielo.php?script=sci_abstract&amp;pid=S2594-01632023000300003&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.org.mx/scielo.php?script=sci_pdf&amp;pid=S2594-01632023000300003&amp;lng=en&amp;nrm=iso"></self-uri><abstract abstract-type="short" xml:lang="en"><p><![CDATA[ABSTRACT This research aims to analyze the perception of customers who visit points of sale on the determining elements of visual merchandising. The study is carried out under a quantitative and descriptive approach through a survey applied to a sample of 159 external customers, where it was found that there is a primarily positive perception. However, there are unfavorable factors such as the ambiance with music, the relevance of promotions, seasonality, and distribution of products. In conclusion, it is known that Caracol stores, although they use Visual Merchandising, have aspects that customers negatively perceive.]]></p></abstract>
<abstract abstract-type="short" xml:lang="es"><p><![CDATA[RESUMEN El objetivo de la presente investigación es analizar la percepción de los clientes que visitan los puntos de venta sobre los elementos determinantes del merchandising visual. El estudio se realiza bajo un enfoque cuantitativo y de carácter descriptivo, mediante una encuesta aplicada a una muestra de 159 clientes externos, donde se pudo comprobar que existe una percepción mayormente positiva, aunque existen factores desfavorables como la ambientación con música, la pertinencia de las promociones, la estacionalidad y la distribución de los productos. En conclusión, se conoce que los establecimientos comerciales Caracol pese a que hacen uso del Merchandising Visual, manifiestan aspectos estimados de forma negativa bajo la percepción de los clientes.]]></p></abstract>
<kwd-group>
<kwd lng="en"><![CDATA[visual merchandising]]></kwd>
<kwd lng="en"><![CDATA[merchandising]]></kwd>
<kwd lng="en"><![CDATA[store]]></kwd>
<kwd lng="en"><![CDATA[retail]]></kwd>
<kwd lng="en"><![CDATA[costumers]]></kwd>
<kwd lng="en"><![CDATA[M31]]></kwd>
<kwd lng="en"><![CDATA[L18]]></kwd>
<kwd lng="es"><![CDATA[merchandising visual]]></kwd>
<kwd lng="es"><![CDATA[merchandising]]></kwd>
<kwd lng="es"><![CDATA[tienda]]></kwd>
<kwd lng="es"><![CDATA[minorista]]></kwd>
<kwd lng="es"><![CDATA[clientes]]></kwd>
<kwd lng="es"><![CDATA[M31]]></kwd>
<kwd lng="es"><![CDATA[L81]]></kwd>
</kwd-group>
</article-meta>
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