El marketing sensorial y su influencia en el comportamiento de compra de los consumidores de la ciudad de Manta.

Abstract

The human brain tends to have more stable and lasting memories when these are propitiated in the emotional part of it, therefore, the fixation of perceptions that have been stimulated through the senses as a means to attract customers and increase sales, they give way to sensory marketing. The application of these stimuli and elements are aimed at establishing an improvement of traditional marketing activities, generating greater value for a new type of customer that has evolved in an environment of constant competitiveness. For its part, purchasing behavior is influenced by various factors that guide the consumer to a process that begins with the recognition of a need until the purchase of a product and that can sometimes lead to a buyback. The main objective of this study is to determine the influence of sensory marketing on the shopping behavior of consumers in Manta, through a qualitative-quantitative study, with a descriptive, nonexperimental correlation design, through a structured survey with a comparative scale of Likert, validated with the coefficient of Cronbach, obtaining a value of 0.90 which supports its applicability. Through the processing of the data, a high correlation of the variables studied was obtained according to the coefficients of Kendall, Pearson and Spearman. It is concluded that the application of sensory marketing does influence the buying behavior of consumers in the city of Manta, approving the alternative hypothesis.