Marketing sensorial para mejorar la imagen corporativa de la COAC Minga Ltda en la ciudad de Riobamba

Abstract

The main objective of the research project presented below was to improve the corporate image of COAC "MINGA" Ltda., in the city of Riobamba, through sensory marketing elements, providing the best experience to members and customers of the institution. The research methodology was carried out by employing a survey and situational analysis to verify the different elements that are being used. Data was taken from the economically active population EAP then the survey was applied to members and customers in different places within the segment who know or have heard of the financial institution's brand. It was determined that the Cooperative's offices are satisfactorily managed but there are still shortcomings in the use of physical and sensory resources, resulting in a low perception by the public who purchase financial and non- financial services. Through the internal and external analysis, a proposal of sensory marketing strategies was designed to solve the problem and provide the best experience between the brand and the consumer, these are auditory, visual, and kinesthetic marketing strategies by implementing sensory interior design, shift control system, emotional videos, 3D signage in the agency, kinesthetic experience, floral scent in the offices, ambient ballad music, automatic aromatizer, greater presence in social networks, advertising spot for the media. It is recommended the application of this sensory marketing research project to the visual, auditory, and kinesthetic senses to provide an improvement in the corporate image of the institution.