Marketing emocional y su influencia en la decisión de compra coca cola original – Manta.

Abstract

The present study was carried out with the main objective of knowing how emotional Marketing influences the purchase decision of original Coca Cola, Manta. For which a quantitative, bibliographic and field research with a descriptive scope was developed, through the application of surveys with the Likert rating scale, in order to validate through the Rho-Spearman coefficient the existence of correlation between Marketing emotional and the purchase decision, obtaining a correlation result with a high level of significance of 0.943. Which reveals that the emotional elements in the original Coca Cola advertising campaigns, such as nostalgia, happiness and connection with customers, play a crucial role in product preference and choice, observing the emotional connection that Coca Cola has developed with its consumers, therefore, Coca-Cola is a global brand with an enviable presence.