Considering that in Colombia a lot of products reach the final consumer through the neighborhood stores, and that for the most part, the administrators, owners or “shopkeepers” are empirical in the knowledge of marketing strategies and especially merchandising , it is appropriate to understand what impact the advertising strategies used at the point of sale generated. To do this, this work requires the concepts of merchandising, P.O.P material and neighborhood stores, collecting the most relevant bibliography in this regard. That is why this study seeks to identify the perception of the shopkeeper concerning merchandising material in the process of buying customers in neighborhood stores. For this, a collection of information was carried out through surveys and interviews applied to shopkeepers and customers located in the Danubio Azul neighborhood, the fifth town of Usme, Bogotá D.C