Marketing emocional y su incidencia en la decisión de compra en las tiendas TUTI, Manta.

Abstract

The main objective of this research is to determine how emotional marketing affects the purchase decision in Tuti stores, Manta; using a quantitative method under a non-experimental design of longitudinal, field and correlational cut. The research is approved by the structured survey consisting of 21 items using a Likert scale, being validated through the statistical program SPSS version 25, thus obtaining a Cronbach's Alpha of 0.983 being totally reliable, likewise, the relationship between both variables is validated presenting a Spearman's Rho correlation coefficient of 0.953 determining the viability of the research. Therefore, emotional marketing does affect Tuti stores, allowing customers to connect with the brand, generating emotional bonds that directly affect decision making, strengthening and differentiating it from other brands in the environment.