Marketing sensorial en el punto de venta para la empresa industria deportiva Boman Sport Cia. Lta. de la ciudad de Ambato provincia de Tungurahua

Abstract

The main purpose of this research project is to improve the brand perception of the Boman Sport company in Ambato city, Tungurahua province, by using sensory strategies evoked to the senses of sight, touch, and smell. The research was supported by a mixed approach, which was useful to the collection and interpretation of data arising of the survey carried out in the field study. The study population was 383 individuals belonging to the urban sector, these people were asked to rate their shopping experience in the point of sale by using a Likert scale from 1 to 5 in visual, auditory, and kinaesthetic aspects. The findings demonstrated that in the visual aspect, the company must become more attractive for its customers to appeal their attention by implementing colours, lighting, and adequate decoration. Regarding to the auditory aspect it was determined that the implementation of music in 432 Hertz eases tune with nature, and play it from 50 to 60 decibels, since it generates joy and energy sensations inspiring to practice sports. Another aspect to mention, is the kinaesthetic aspect, which can be improved by implementing a scent diffuser with Jasmine essence, since it had the highest level of preference by a great percentage of surveyed people, and it is considered a subtle scent inside a sports store. The implementation of sensory marketing inside the store building is very important to create a pleasant sensation such as joy, tranquillity, calm, and fun, since when captured by the customer, a peaceful and comfortable memory will be achieved. It is recommended the implementation of the strategies proposed since these, ensure the improvement of the brand, and the increase in the point of sale, furthermore, to get a better positioning in quality compared to other companies, thus achieving differentiation.