Marketing sensorial: incidencia en el consumo en restaurantes externos, Universidad Laica Eloy Alfaro de Manabí.

Abstract

Sensory marketing seeks to influence purchasing decisions through visual, olfactory, and gustatory stimuli. The objective of this research was to analyze the impact of sensory marketing on consumption in off-campus restaurants at the Universidad Laica Eloy Alfaro in Manabí. A quantitative approach was used, with a descriptive and correlational design. A survey was administered to 100 students using a Likert scale. The data were processed in SPSS, and reliability was validated with Cronbach's alpha (0.878). The results show moderate positive correlations between sensory marketing and consumption, with gustatory stimuli being the most influential. It is concluded that sensory marketing significantly influences consumption decisions and loyalty in the university gastronomic environment.