¿Cuáles son las vivencias afectivas creadas a partir de la experiencia multisensorial del uso de productos natura y la relación cliente – marca de los consumidores esperada por la empresa?
Fecha
2019-10-04Registro en:
Geney Reyes, L. M. (2019) ¿Cuáles son las vivencias afectivas creadas a partir de la experiencia multisensorial del uso de productos natura y la relación cliente – marca de los consumidores esperada por la empresa? [Trabajo de pregrado, Universidad Santo Tomas] Bogotá, Colombia
reponame:Repositorio Institucional Universidad Santo Tomás
instname:Universidad Santo Tomás
Autor
Geney Reyes, Lina María
Institución
Resumen
The goal of this research is to identify what are the affective experiences
created from the multisensory experience of the use of Natura products and the
customer - brand relationship of the consumers expected by the company through
a mixed study that allowed the understanding of the relationship between the
client and the consumer that is forged from the multisensory perception obtained
through the use of Natura products, addressing the issue from two essential axes;
multisensory characteristics that guide the consumer experience and the customer
brand relationship that are generated from them. In the research findings, it was
found that Natura offers, promises and expects, its consumers from the moment
they make the purchase decision to feel empowerment and self-love when using
their products. The inclusion of gender as a prospective and promise thus
achieving compliance with its current slogan.