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https://repositorio.uleam.edu.ec/handle/123456789/6810
Title: | Marketing emocional y su influencia en la decisión de compra coca cola original – Manta. |
Authors: | Delgado Guerrero, Laura Karina |
Keywords: | MARKETING EMOCIONAL CONSUMIDORES PREFERENCIA FELICIDAD DECISIÓN DE COMPRA |
Issue Date: | 2024 |
Citation: | Delgado Guerrero, L. K. (2024). Marketing emocional y su influencia en la decisión de compra coca cola original – Manta. (Artículo Científico). Universidad Laica Eloy Alfaro de Manabí, Manta, Ecuador. |
Series/Report no.: | ULEAM-MKT;0163 |
Abstract: | The present study was carried out with the main objective of knowing how emotional Marketing influences the purchase decision of original Coca Cola, Manta. For which a quantitative, bibliographic and field research with a descriptive scope was developed, through the application of surveys with the Likert rating scale, in order to validate through the Rho-Spearman coefficient the existence of correlation between Marketing emotional and the purchase decision, obtaining a correlation result with a high level of significance of 0.943. Which reveals that the emotional elements in the original Coca Cola advertising campaigns, such as nostalgia, happiness and connection with customers, play a crucial role in product preference and choice, observing the emotional connection that Coca Cola has developed with its consumers, therefore, Coca-Cola is a global brand with an enviable presence. |
Description: | El presente estudio se efectuó con el objetivo principal de conocer de quØ manera el Marketing emocional influye en la decisión de compra Coca Cola original, Manta. Por lo tanto se desarrolló una investigación cuantitativa, bibliogrÆfica y de campo con un alcance descriptivo, mediante la aplicación de encuestas con la escala calificativa de Likert, con el fin de validar a travØs del coeficiente de Rho-Spearman la existencia de correlación entre el Marketing emocional y la decisión de compra, logrando un resultado de correlación con alto nivel de significancia de 0,943. |
URI: | https://repositorio.uleam.edu.ec/handle/123456789/6810 |
Appears in Collections: | INGENIERÍA EN MARKETING |
Files in This Item:
File | Description | Size | Format | |
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ULEAM-MKT-0163.pdf | ARTÍCULO CIENTÍFICO | 513,04 kB | Adobe PDF | View/Open |
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