Sensory marketing and its impact on consumer decision making

Yana Salluca M.; Adco Valeriano D.Y.; Alanoca Gutiérrez R.; Adco Valeriano H. · Revista Venezolana de Gerencia (2022) · DOI: 10.52080/rvgluz.27.8.34

Resumen

Sensory marketing is a type of connection established between the brand of a product and customers to influence decision-making. The objective of the study is to analyze the incidence of sensory marketing in the decision-making process of customers of a Claro Company distributor. The methodology is framed within the quantitative approach of explanatory scope. The population consisted of 140 users, using non-probabilistic sampling induced by convenience. By means of the structural equation model, the results confirmed the incidence of sensory marketing on the decision-making process as positive and significant; likewise, it was found that the dimension with the greatest impact was visual marketing as opposed to the dimension with the least influence, which was olfactory marketing on the decision-making process. Based on the results, it was concluded that there is a lack of technical studies, investment, infrastructure and real interest in the role of sensory marketing assumed by the Claro distributor to sustain or increase its customer portfolio.

Instituciones: Universidad Nacional del Altiplano