Marketing sensorial para incrementar la satisfacción de los clientes de Mimo Studio en la ciudad de Riobamba

Abstract

The present research was developed around the topic Sensory marketing to increase the satisfaction of MIMO STUDIO's clients in the city of Riobamba, having as objective the analysis of the sensory marketing applied in the microenterprise. Sensory marketing and the benefits of its application in the commercial environment are highlighted. The research methodology is with mixed approach, correlational and descriptive level, non-experimental design, for data collection instruments such as: survey, interview and EEG were applied, the population was selected by applying the simple random sampling method of the customer portfolio and for hypothesis testing the chi-square statistic was used. The proposal was developed through the analysis of the data collected, the analysis of internal and external factors and documentary information, determining that the microenterprise is able to apply sensory marketing, the colors and symbols used are adequate, however, the aromas and sounds emitted in the establishment are not to the customer's liking, due to which a model and strategies were developed to stimulate the visual, auditory and olfactory senses with the basis of the model and strategies to stimulate the visual, auditory and olfactory senses, Because of this, a model and strategies were developed to stimulate the visual, auditory and olfactory senses based on the olfactory experiments conducted in the neuromarketing laboratory of the Escuela Superior Politécnica de Chimborazo, which determined the positive influence of the aroma of cinnamon in the Alpha and Beta brain waves of the participants, so it is recommended that the administration combine sensory marketing strategies with the variables of traditional marketing to improve its commercial atmosphere.