Marketing sensorial y su influencia en la decisión de compra de los consumidores en las cafeterías de hoteles de Manta
Nowadays, companies aim to position themselves in the minds of their consumers, seeking new ways to achieve greater profitability. Sensory marketing is one such tool, as it is a necessary and effective strategy for businesses, especially in the restaurant industry. The current research aimed to anal...
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| Format: | bachelorThesis |
| Sprache: | spa |
| Veröffentlicht: |
2024
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| Online Zugang: | http://repositorio.espam.edu.ec/handle/42000/2488 |
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Tag hinzufügen | Zusammenfassung: | Nowadays, companies aim to position themselves in the minds of their consumers, seeking new ways to achieve greater profitability. Sensory marketing is one such tool, as it is a necessary and effective strategy for businesses, especially in the restaurant industry. The current research aimed to analyze sensory marketing as a tool for purchase decisions in hotel cafeterias in Manta city through a case study conducted at Escuela Superior Politécnica de Manabí Manuel Félix López. The research was based on data reflected on expedia.com, which determines the rating of each hotel, specifying levels of 5, 4, and 3 stars for the investigation, with a sample of 17 hotels located in various areas in Manta. The results revealed that the use of sensory marketing is fundamental and indispensable as a tool for hotel cafeterias, as it reflects how consumers interact through all sensory indicators: sight, smell, taste, touch, and hearing. Understanding the indicators of sensory marketing allows companies to create memorable moments for their consumers, establishing a direct connection with them. According to statistical results, there is a direct correlation between sensory marketing stimuli and their significant influence on the purchasing decision process, from recognizing the need, seeking information, evaluating alternatives, making the purchase decision, to post-purchase behavior. There was a deficiency in the 3-star hotel cafeteria category, as they do not focus on applying sensory marketing. On the other hand, the 4 and 5-star hotel categories focus more on these stimuli to ensure that their customers' experience in the cafeteria is memorable, thus turning them into repeat customers. |
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