The average variance extracted and the discriminant validity of a merchandising construct
##plugins.themes.bootstrap3.article.sidebar##
##plugins.themes.bootstrap3.article.main##
http://orcid.org/0000-0002-5393-8604
Juan Gabriel Saltos-Cruz
http://orcid.org/0000-0002-4398-2564
Adriana Belén Peñaherrera-Pachar
http://orcid.org/0000-0003-1440-7023
Edwin Alberto Lara-Flores
http://orcid.org/0000-0001-9334-2226
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.
##plugins.themes.bootstrap3.article.details##
This work is licensed under a Creative Commons Attribution 4.0 International License.
This license inidicates that:
You are free to:
- Share — copy and redistribute the material in any medium or format for any purpose, even commercially.
- Adapt — remix, transform, and build upon the material for any purpose, even commercially.
- The licensor cannot revoke these freedoms as long as you follow the license terms.
Under the following terms:
- Attribution — You must give appropriate credit, provide a link to the license, and indicate if changes were made. You may do so in any reasonable manner, but not in any way that suggests the licensor endorses you or your use.
- No additional restrictions — You may not apply legal terms or technological measures that legally restrict others from doing anything the license permits.