Marketing sensorial y la generación de experiencias emocionales caso: Bar Restaurante Taita Pub de la ciudad de Riobamba

Abstract

The present degree work was carried out in the Taita Pub Bar Restaurant located in the City of Riobamba, which allowed determining the influence of sensory marketing on the generation of emotional experiences of consumers, thus contributing to improving customer permanence within the facilities of the establishment. For which surveys were applied to the consumers of the bar restaurant, in order to identify their emotions and lived experiences in front of the offered service. Subsequently, the information was collected using the EEG Emotiv technology, which processes the electronic signals traveled in 5 different points of the brain using non-invasive electroencephalography. This made it possible to determine the actions and gestures of consumers in the face of the olfactory and auditory stimuli to which they were subjected. Within the study and subsequent analysis of the information collected, it was evident that 51% of the respondents considered that the establishment and the service offered are to their liking since it generates tranquility, however, it was found that there is no aroma that characterize the place, it was also determined that the music was not completely liked by consumers. Therefore, it was concluded that the implementation of sensory strategies will improve perception in the generation of emotional experiences of consumers in the “Taita Pub” bar restaurant. Based on this, the implementation of the jasmine aroma was recommended and it is also suggested to place independent music in the restaurant and bar facilities, because these stimuli help the relationship and reduce stress, improving the mood of people, generating a much more pleasant experience allowing consumers to study on-site for longer periods of time.