Marketing sensorial y su influencia en las decisiones de compra Mi Comisariato – Manta.

Abstract

The purpose of this study is to determine how sensory marketing influences the purchasing decisions of Mi comisariato- Manta consumers. Therefore, a quantitative, bibliographic, descriptive, field and correlational research was developed, applying the Likert scale survey as a research tool. The IBM SPPS v25.0 statistical program was used, in which the reliability of the instrument was analyzed and verified with the Cronbach alpha coefficient, reaching a value of 0.995 corresponding to a sample of 383 people. The findings obtained under the Spearman Rho coefficient indicate statistically positive correlations between sensory marketing and purchasing decisions, values ranging between 0.947 and 1.000.