Experiential marketing and purchase decisions: beyond the taste

Herrada Salazar S.V.; Valdivia Meza G.K.; Rivera López C.P.; Callan Bacilio R. · Revista Venezolana de Gerencia (2025) · DOI: 10.52080/rvgluz.30.110.22

Resumen

The objective of the research was to determine the relationship between experiential marketing and the purchase decision in the food sector. The methodology had a quantitative approach, non-experimental and cross-sectional design, and 112 clients of a company in the sector in the region of Huánuco were surveyed through proportional stratified sampling. The analysis with Spearman’s coefficient yielded a value of 0.665, showing a moderate positive relationship between both variables, where sensory experiences influence consumer perception and intention. Based on these results, experiential marketing is established as a relevant element in brand differentiation and consumer decision making, which highlights its importance in business strategy and its impact on market competitiveness.

Instituciones: Universidad de Huánuco