La varianza media extraída y la validez discriminante de un constructo de merchandising

Abstract

INTRODUCTION. Merchandising combines functionality, interactivity and an attractive presentation of the product. In the commercial process, the shelves must facilitate the process of synergistic exchange of sales and communication at the point of sale. Discriminant validity is a procedure used for the evaluation of metrics or measures of latent variables in marketing. The problem developed in this article is the design of an instrument for measuring the perception of merchandising effectiveness at the point of sale. OBJECTIVE. Propose an instrument for the basic diagnosis of merchandising configuration preferences at shoe outlets. METHOD. Unlike other studies, a content validity and discriminant validity approach is presented based on a hypothetical deductive study (theoretical method), information collection (empirical method) and factor analysis (statistical treatment). The study was applied in a random sample of shoe consumers. RESULTS The results show that the scale used in the study of the construct has internal consistency and discriminant validity. DISCUSSION AND CONCLUSIONS. The average variance extracted shows a stronger value for certain categories of study.