Sensory marketing and purchase decision in Peruvian restaurants

Apaza-Panca C.M.; Martínez Nole I.V.; Ortiz Calopino A.B. · Revista Venezolana de Gerencia (2023) · DOI: 10.52080/rvgluz.28.e10.34

Resumen

Sensory marketing is a marketing approach that involves creating physiological experiences to influence consumer perception, judgment and behavior in relation to a product or service. The objective of the study was to determine the relationship between sensory marketing and the purchase decision of a restaurant in northern Peru. The study was an applied, non-experimental, descriptive and cross-sectional design with a quantitative approach. A non-probabilistic convenience and intentional sampling was chosen, and the sample consisted of 106 consumers of a restaurant in northern Peru. Likewise, the survey technique was chosen and the questionnaire was used as an instrument, with 14 items for the sensory marketing variable and 13 items for the purchase decision, which was validated by expert judgment and its reliability was defined by Cronbach’s alpha, being 0.95 for sensory marketing and 0.946 for purchase decision. The study indicates that there is a considerable positive relationship between the variables, since the sig. value is less than 0.05 and Spearman’s Rho = 0.889. Finally, as a result, it was obtained that customers perceive that the restaurant implements sensory marketing strategies that facilitate the purchase decision.

Instituciones: Universidad Nacional de Frontera