Marketing sensorial en la cafetería y panadería Andy Tea en la ciudad de Riobamba para mejorar la percepción de los clientes

Abstract

The Andy Tea bakery and café lacks sensory marketing strategies that foster an emotional connection with customers, which affects their perception of the brand. Consequently, the objective of this research was to design sensory marketing strategies to enhance customer perception of Andy Tea, located in Riobamba. A theoretical framework was developed in line with the topic, and research techniques such as surveys were applied to 325 current customers of the business. The results highlighted significant challenges in creating an impact on customers, who seek an experience that extends beyond the basic characteristics of the service. While customers showed a preference for the company's products and remained loyal due to their quality, there was a lack of sensory perception (visual, auditory, tactile, and olfactory) that limited customer satisfaction. An internal and external analysis using tools such as the SWOT matrix was conducted to identify the company’s strengths and weaknesses. Based on these analyses, a sensory marketing proposal was developed to address visual, auditory, kinesthetic, and olfactory perceptions. The recommended strategies included: implementing appropriate colors and decorations, enhancing the corporate image, creating ambiance with Lo-fi Jazz music, incorporating a chocolate scent in key areas, providing personalized customer service, strengthening social media presence, and participating in local events. These strategies aim to activate the senses and create memorable experiences through emotional stimuli, enhancing customer loyalty and improving the company's profitability. A gradual implementation of each sensory strategy is recommended to consolidate the value proposition and strengthen customer relationships.