Influencia del retail design, el visual merchandising y el interiorismo comercial en la actitud del consumidor en restaurantes temáticos de Bogotá

Diaz Aza , America

Influencia del retail design, el visual merchandising y el interiorismo comercial en la actitud del consumidor en restaurantes temáticos de Bogotá

dc.contributor.advisor	Mantilla Torres, Yibeth
dc.contributor.author	Diaz Aza , America
dc.contributor.corporatename	Universida Santo Tomás
dc.date.accessioned	2026-09-15T17:36:35Z
dc.date.available	2026-09-15T17:36:35Z
dc.date.issued	2026-09-15
dc.description	La industria gastronómica exige hoy experiencias sensoriales memorables, más allá de la calidad del producto. En Bogotá, muchos restaurantes temáticos aún subestiman el papel del Retail Design, el Visual Merchandising y el Interiorismo Comercial en la actitud del consumidor. Esta investigación analiza los casos de Marie Antoinette (centro comercial) y Arrogante (casa), dos enfoques contrastantes de ambientación gastronómica. Mediante un diseño cuasi-experimental con 32 participantes (grupo expuesto previamente a contenido de Instagram y grupo control), se evalúa la actitud del consumidor desde el modelo tricomponente (cognitivo, afectivo, conductual). Los resultados muestran que la ambientación sensorial y el componente afectivo tienen mayor influencia en la actitud, y que la exposición previa en Instagram genera una actitud más favorable hacia la experiencia.
dc.description.abstract	Today's food industry must offer more than quality food: it must deliver memorable sensory experiences. In Bogotá, many themed restaurants still underestimate the role of Retail Design, Visual Merchandising, and Commercial Interior Design in shaping consumer attitudes. This research analyzes Marie Antoinette (shopping mall) and Arrogante (house), two contrasting approaches to gastronomic atmosphere. Using a quasi-experimental design with 32 participants (a group previously exposed to Instagram content and a control group), consumer attitude is 5 assessed through the tri-component model (cognitive, affective, behavioral). Results show that sensory ambiance and the affective component have the greatest influence on attitude, and that prior exposure on Instagram generates a more favorable attitude toward the experience.
dc.description.degreelevel	Pregrado	spa
dc.description.degreename	Profesional en Mercadeo	spa
dc.format.mimetype	application/pdf
dc.identifier.citation	Díaz Aza, A. T. (2026). Influencia del Retail Design, el Visual Merchandising y el Interiorismo Comercial en la actitud del consumidor en restaurantes temáticos de Bogotá. [Trabajo de Grado, Universidad Santo Tomás]. Repositorio Institucional.
dc.identifier.instname	instname:Universidad Santo Tomás	spa
dc.identifier.reponame	reponame:Repositorio Institucional Universidad Santo Tomás	spa
dc.identifier.repourl	repourl:https://repository.usta.edu.co	spa
dc.identifier.uri	http://hdl.handle.net/11634/74157
dc.language.iso	spa
dc.publisher	Universidad Santo Tomás	spa
dc.publisher.branch	CRAI-USTA Bogotá
dc.publisher.faculty	Facultad de Mercadeo	spa
dc.publisher.program	Pregrado Mercadeo	spa
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dc.rights	Attribution-NoDerivs 2.5 Colombia	en
dc.rights.accessrights	info:eu-repo/semantics/openAccess
dc.rights.coar	http://purl.org/coar/access_right/c_abf2
dc.rights.local	Abierto (Texto Completo)	spa
dc.rights.uri	http://creativecommons.org/licenses/by-nd/2.5/co/
dc.subject.keyword	Retail design
dc.subject.keyword	Visual merchandising
dc.subject.keyword	Commercial interior design
dc.subject.keyword	Brand identity
dc.subject.keyword	Customer experience
dc.subject.lemb	Mercadeo
dc.subject.lemb	Diseño comercial
dc.subject.lemb	Actitud del consumidor
dc.subject.proposal	Retail design,
dc.subject.proposal	Visual merchandising
dc.subject.proposal	Interiorismo comercial
dc.subject.proposal	Identidad de marca
dc.subject.proposal	Experiencia del cliente
dc.title	Influencia del retail design, el visual merchandising y el interiorismo comercial en la actitud del consumidor en restaurantes temáticos de Bogotá
dc.type	bachelor thesis
dc.type.coar	http://purl.org/coar/resource_type/c_7a1f
dc.type.coarversion	http://purl.org/coar/version/c_ab4af688f83e57aa
dc.type.drive	info:eu-repo/semantics/bachelorThesis
dc.type.local	Trabajo de grado	spa
dc.type.version	info:eu-repo/semantics/acceptedVersion