Marketing sensorial como influyente en la toma de decisiones de compra de automóviles en la concesionaria Gamamotors en la ciudad de Riobamba

Abstract

The present research project was developed with the aim to determine the influence of sensory marketing strategies during the decision-making process of vehicle purchase in the Gamamotors dealership, located in Riobamba city through the application of sensory factors. The importance of sensory marketing and its application benefits are highlighted. For the development of this research, several research methods were used that allowed the collection of qualitative and quantitative data. A digital interview, surveys through google drive and the analysis of the current situation of the company that allowed to identify strengths, opportunities, weaknesses and threats. to calculate the sample, information was obtained from INEC, specifically from the economically active population of Riobamba city. Through the results obtained from the application of surveys, it was determined that Gamamotors owns multiple sensory factors which are not exploited due to lack of knowledge of their managers in such a a way that sensory marketing strategies were proposed to contribute to the solution of the problem in the company, which contains visual marketing strategies (colorful facilities, decoration, advertising), auditory (contemporary pop music) and Kinesthetic (aromatization of green herbs and quality of service to the client).