Marketing sensorial: comportamiento de compra en clientes de tiendas de ropa femenina del nuevo Tarqui-Manta.

Abstract

In the oversaturation of today's commerce, knowing how to stimulate the customer's senses is essential to generate the desired purchasing behavior. The present study aims to determine how sensory marketing influences the purchasing behavior of customers in women's clothing stores in Nuevo Tarqui-Manta. The research applied the inductive method, with a qualitative-quantitative approach, alongside a varied typology of research. The data collection was processed using the SPSS/30 tool, performing the correlations, as well as measuring the degree of validation of the instrument (survey), through the Cronbach's Alpha coefficient, the result was 0,945 therefore, the reliability of the instrument is high according to the range scale; the general hypothesis was also verified with a bilateral correlation of 0,797, using Spearman's Rho, thus its interpretation is very strong positive.