¿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?

Abstract

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.