“Marketing sensorial para generar experiencias emocionales en el bar-restaurante “La Cabaña” de la ciudad de Riobamba"

Abstract

This research aimed to design sensory marketing strategies aimed at creating emotional experiences for customers of the bar-restaurant "La Cabaña" through studies using biometric equipment. The study is mixed, qualitative because information was obtained through bibliographic sources, books, articles, and previous theses, and quantitative because techniques such as surveys using a questionnaire were employed to gather data on perceptions and emotional experiences. The survey was applied to 383 customers, and biometric equipment studies were conducted using a four-point and one-point electroencephalogram to obtain results on the aroma and music most accepted by the bar restaurant's customers, with the collaboration of ten participants. The results showed that the most frequent visitors to the business are male students between 18 and 28 years of age. Correlation analysis indicated that the highest index was the relationship between auditory perception and emotional experiences. Additionally, the most accepted aroma was Cosmopolitan, and the preferred music genre was Urban Latino. It is concluded that the bar restaurant "La Cabaña" does not currently use sensory marketing strategies, as evidenced by the surveys conducted with customers. Therefore, the proposed strategies should be implemented to increase visual, auditory, and kinesthetic perceptions in the business unit's point of sale, leading to increased emotional experiences and benefits for the business.