Marketing experiencial y la decisión de compra en las tiendas de ropa femenina.

Abstract

Experiential marketing has become a crucial market strategy that allows the customer not only to make thepurchase process, but also to generate a creative and memorable experience, so that an intimate relationshipbetween consumer and brand is established; quantitative methods were applied, using the statistical program IBMSPSS 25. 0, performing a descriptive analysis of the data, obtained from a sample of 410 respondents; in thisresearch it was determined that in women's clothing stores, women want to perceive a better perception of qualityand customer service in the city of Manta, indicating that they would agree that at the time of purchasing theirpurchase, they can witness a pleasant experience; we can conclude that this strategy is not implemented, therefore,the traditional marketing that is based on the action of making a simple purchase and sale is maintained.