Marketing experiencial: incidencia en la decisión de compra de los clientes. Tiendas Tuti-Manta.

Abstract

The objective of the current work was to ascertain how experiential marketing affects the purchasing decisions of customers at Tuti-Manta stores. To this end, research was carried out with a quantitative approach and a deductive method, characterized as bibliographic, with a correlational, non-experimental, and cross-sectional design. A Likert-scale questionnaire was applied, validated using SPSS version 29, with a reliability level of 0,940. Based on a sample of one hundred customers, selected for reasons of accessibility, a strong positive correlation between experiential marketing and purchasing decisions was confirmed, supporting the general hypothesis. In particular, sensory, emotional, and relational connections showed a significant relationship with consumer actions, as well as vision, incentives, and the perception of received value, establishing themselves as a strategic resource to strengthen the competitiveness of Tuti-Manta.