Marketing sensorial: influencia en la decisión de compra de comida- patio Mall del Pacífico, Manta.

Abstract

The research on “Sensory marketing: influence on food purchasing decisions - Patio Mall del Pacific, Manta” is based on theories by Kotler and Keller (2012) and Krishna (2012), which highlight the role of taste, smell, and sight stimuli in the consumer experience and loyalty. The overall objective was to identify how these stimuli influence purchasing decisions, supported by specific objectives that analyze each sense, the evaluation of alternatives, and post-purchase behavior. The methodology applied was a mixed approach, with a non-experimental and longitudinal design; surveys of 383 consumers and field interviews were used, processing the data using SPSS v.27 with Cronbach's alpha of 0.992 and Spearman's correlations. The procedures included direct observation and the application of questionnaires in the real environment. The results confirmed a very high positive correlation of 0.966 between sensory marketing and purchasing decisions, with taste and smell being the most influential stimuli, complemented by sight and post-purchase experience.