Estrategias de marketing experiencial para gestionar marca picantería GEARY en Tosagua.

Abstract

The present study was carried out with the objective of proposing new experiential marketing strategies to manage the brand of the restaurant “Picantería Geary” through the use of pleasant experiences in each of the clients in order to be able to connect with them, through the emotions creating strong bonds that help build brand loyalty and retain current and future customers. The methods used in the work were quantitative and qualitative, the technique used was the survey, and the research was developed from descriptive parameters. To analyze the data collected, the Spss25 was used, which helped obtain results in the field of study, reaching the conclusion that it is essential to apply this strategy to improve the perception that customers have regarding the Picantería Geary brand, positioning it in the market. Likewise, it was evident that customers value experiences that satisfy their requirements by providing a quality product or service which can give them that added value, which in this case would be the experience. It should not be forgotten that in the gastronomic field Creating experiences becomes essential to differentiate yourself from the competition. Currently, customers value more the sensations and experiences that a product or service can give them, making them experience positive experiences through emotions, this will make the business brand more productive, profitable and competitive within the market