Estrategias de neuromarketing en medios digitales para fidelizar clientes de microempresas comerciales de Guayaquil
Fecha
2022
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Universidad de Guayaquil, Facultad de Ciencias Administrativas
Resumen
Actualmente, los avances tecnológicos y el uso de redes sociales ocasionan un entorno de
constante cambio, el cual no solo afecta de manera directa a los individuos sino también a las
empresas. La sostenida aceptación y predisposición de usuarios de redes sociales a realizar
compras por este medio, ha producido en las empresas la necesidad de incursionar en este
mercado para ofertar sus productos, puesto que si se quedan rezagados podrían desencadenar una
serie de problemas y terminar con el cierre del negocio. Por estos motivos, la presente
investigación tuvo como objetivo plantear estrategias de marketing sensorial en medios digitales
para la fidelización de los clientes e incremento del volumen de ventas de microempresas
comerciales de la ciudad de Guayaquil, por lo que se tuvo que realizar un análisis para establecer
los fundamentos teóricos y legales de la incidencia del marketing sensorial en el comportamiento
del consumidor e identificar los puntos de dolor de los clientes del público objetivo. La
metodología de la investigación se la llevó a cabo bajo un enfoque cualitativo de tipo
exploratorio, descriptivo, documental y seccional, a través del método inductivo, deductivo,
analítico – sintética y dialéctico. Para el cual se implementó como instrumento de medición la
encuesta, la cual fue aplicada a 384 individuos considerados como una muestra representativa de
la PEA de la ciudad de Guayaquil. Como principal resultado se comprobó que el marketing
sensorial en medios digitales puede incidir significativamente en la fidelización de los clientes y
el incremento del volumen de ventas de las microempresas comerciales de la ciudad de
Guayaquil, debido a que al momento de realizar una compra las emociones influyen en la
relación que se crea con la marca y en la decisión de cada compra.
Currently, technological advances and the use of social networks cause an environment of constant change, which not only directly affects individuals but also companies. The sustained acceptance and predisposition of users of social networks to make purchases through this means has produced in companies the need to venture into this market to offer their products, since if they fall behind they could trigger a series of problems and end up with the business closing. For these reasons, the objective of this research was to propose sensory marketing strategies in digital media for customer loyalty and an increase in the sales volume of commercial microenterprises in the city of Guayaquil, for which an analysis had to be carried out to establish the theoretical and legal foundations of the impact of sensory marketing on consumer behavior and identify the pain points of the target audience's customers. The research methodology was carried out under a qualitative approach of an exploratory, descriptive, documentary and sectional type, through the inductive, deductive, analytical - synthetic and dialectical method. For which the survey was implemented as a measurement instrument, which was applied to 384 individuals considered as a representative sample of the PEA of the city of Guayaquil. As a main result it was found that sensory marketing in digital media can significantly affect the customer loyalty and the increase in sales volume of commercial microenterprises in the city of Guayaquil, because when making a purchase, emotions influence the relationship created with the brand and the decision of each purchase.
Currently, technological advances and the use of social networks cause an environment of constant change, which not only directly affects individuals but also companies. The sustained acceptance and predisposition of users of social networks to make purchases through this means has produced in companies the need to venture into this market to offer their products, since if they fall behind they could trigger a series of problems and end up with the business closing. For these reasons, the objective of this research was to propose sensory marketing strategies in digital media for customer loyalty and an increase in the sales volume of commercial microenterprises in the city of Guayaquil, for which an analysis had to be carried out to establish the theoretical and legal foundations of the impact of sensory marketing on consumer behavior and identify the pain points of the target audience's customers. The research methodology was carried out under a qualitative approach of an exploratory, descriptive, documentary and sectional type, through the inductive, deductive, analytical - synthetic and dialectical method. For which the survey was implemented as a measurement instrument, which was applied to 384 individuals considered as a representative sample of the PEA of the city of Guayaquil. As a main result it was found that sensory marketing in digital media can significantly affect the customer loyalty and the increase in sales volume of commercial microenterprises in the city of Guayaquil, because when making a purchase, emotions influence the relationship created with the brand and the decision of each purchase.
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Palabras clave
MARKETING SENSORIAL, FIDELIZACIÓN, VOLUMEN DE VENTAS, NEUROMARKETING
Citación
APA