Envolver los Sentidos: El Impacto del Programa de Marketing Sensorial en las Decisiones de Compra
Year: 2025
Type: article
Abstract: This study examines the impact of sensory marketing on consumer purchasing decisions, focusing on the retail, dental, and fitness sectors in Ecuador. Using a mixed method approach, the research integrates structured interviews, surveys, and case analysis to identify how sensory stimuli (visual, auditory, olfactory, tactile, and gustatory) shape customer experiences and brand perceptions. Sensory marketing emerges as a strategic tool to differentiate companies in saturated markets by creating emotional and memorable connections with consumers. Findings reveal that elements such as ambient music, specific scents, and appealing visual designs significantly enhance customer experiences, loyalty, and purchase intention. The study highlights successful sensory marketing practices in local and regional campaigns emphasizing the importance of adapting these strategies to local cultural and economic contexts. This research provides practical recommendations for implementing ethical and effective sensory marketing programs, strengthening business competitiveness, and enriching the academic literature on the topic. The research concludes that the strategic integration of sensory stimuli allows companies to improve business results and build lasting relationships with their customers in loyalty and brand recall.
Source: Revista Élite.
Author: Alex Mauricio Tituaña Herrera
Language: English
Subfield: Marketing
Domain: Social Sciences
Open Access status: diamond
OpenAlex ID: W4408927451