Marketing sensorial y su influencia en el comportamiento del consumidor del minimarket Carvajal, cantón Jipijapa.

Abstract

This research is conducted under the study of two variables: the first, Sensory Marketing, which is analyzed under two dimensions, the first, the five senses: hearing, sight, smell, touch and taste, and the second dimension: emotions, interpreting the reactions-opinions of consumers or customers when applying sensory strategies that Will affect their purchase perception. The second variable is consumer behavior, which studies three dimensions pre-purchase, purchase and post-purchase of the Carvajal minimarket in the Jipijapa-Manabí cantonThe applied methodology is descriptive, with a quantitative approach and an inductive method; the data was analyzed using the IBM SPSS 25,0 statistical system, based on a Likert scale, obtaining as a result an evident correlation and positive relationship between the dimensions sensory marketing and consumer behavior, showing that, in the city of Jipijapa, sensory marketing represents an opportunity to strengthen the economy.