Marketing experiencial y su influencia en el comportamiento de compra de consumidores en supermercados de Manta.

Abstract

Experiential marketing is a fundamental strategy that effectively contributes today to consumers, focusing in a memorable way on the shopping processes in supermarkets through emotional and sensory stimulation with the sole purpose of generating positive memories and connections. that are durable towards brands. Within the research study carried out, it had a qualitative, quantitative, descriptive correlational and bibliographic approach, as a quantitative study it was carried out through surveys with a Likert scale measurement made up of 19 items that was applied to 304 consumers, it was evidenced with a reliability of 0.906 highly positive, applied in the statistical program SPSS. The results obtained reflected that experiential marketing influences the behavioral factor of consumers and thanks to this strategy used by the different supermarkets in Manta they manage to meet the objective of generating feelings towards their customers.