عنوان مقاله [English]
The purpose of this research is to identify and prioritize the key indicators of the store's visual merchandising. This research is applied in terms of purpose and descriptive survey research in terms of method. This research is based on quantitative and qualitative approach. The statistical population of the research includes all marketing managers of companies that sell their products through the site, as well as university professors in Ardabil province, who have been selected using a targeted sampling method in the number of 24 people. . In the qualitative part, interviews have been used to identify the key indicators of store's visual merchandising. In the quantitative section, the tool for collecting information is a questionnaire. In this way, the indicators identified in the interview were provided to the sample members in the form of a questionnaire to be used in the fuzzy Delphi method. To measure the validity and reliability of the research questionnaire, the method of content validity and reliability was used based on the degree of inconsistency, which is equal to 0.39. have been. Regarding the method of data analysis, it should be said that in the qualitative part of the research, Atlas.ti software was used, and in the quantitative part, the fuzzy Delphi method was used. The research results include identifying and prioritizing the most important key indicators of the store's visual merchandising. In the end, 22 determining factors regarding the visual merchandising of the store were identified.