Marketing sensorial para la satisfacción de los clientes de la Asociación Ñukanchik Ñan en la ciudad de Riobamba

Abstract

The association "Ñukanchik Ñan" does not implement sensory marketing strategies in the company INNOLAC which is in charge of it, which produces low visibility in the market and the decrease of its client portfolio, this is due to the low satisfaction of these, the objective of this research was to design sensory marketing strategies for the Ñukanchik Ñan Association, by applying the Manzano model to determine the satisfaction of its customers, focusing mainly on the sense of sight, touch and smell. The methodology implemented had a mixed approach, a non-experimental design of transversal type was used, which was developed over some time, the study population was the client portfolio, being fundamental to the application of field research to obtain the respective information through methods, techniques, and instruments, among which the survey was applied to the clients, and an interview directed to the manager of the association. Through this methodology, it was determined that the association does not apply sensory marketing strategies which reduces customer satisfaction, factors such as the range of colors used on the walls, employee uniforms, the musical atmosphere, and fragrance influence this aspect. In this context it is concluded that the Ñukanchik Ñan association concerning the company INNOLAC reveals the lack of implementation of sensory marketing strategies due to ignorance of its benefits, the importance of stimulating the five senses at the point of sale is essential to generate a pleasant experience that strengthens the relationship with customers, the Manzano model provided the practical guide to achieve this goal.