Análisis de la influencia del marketing sensorial en el comportamiento de compra de la concesionaria Andinamotors S.A ciudad de Riobamba

Abstract

The present study is aimed to conduct a communicative process based on sensory and mental connections to generate an affective impact and influence the consumer´s shopping behavior. It was applied a methodology to substantiate the research according to the topic: "Analysis of the influence of sensory marketing on buying behavior in a car dealer called Andinamotors S.A located in Riobamba city" a study that was carried out to detect possible deficiencies and also to know the consumers needs; The RMG matrix is used to make a diagnosis at a level of competitiveness and the comany´s sales, which is generated through the integration of a perspective in customer communication. Finally, a cultural anthropology is considered during the construction of strategies that involve senses, communication and the positioning of the company. After the results, an insufficient environment is diagnosed regarding the combination of sensory elements of the company. Andinamotors is ranked in a positive status within the market, with a 25%. However, according to the study developed in Andinamotors, it is concluded that, the company lacks of an interactive communication process to improve the shopping experience to activate the costumer´s emotional dependence and memory focused on expectations through sensory stimuli. Therefore, the application of strategies is recommended in order to improve the well-being of the client, the communicative process and the brand position of the company, creating a link of loyalty through a sensory impact that boosts a purchase.