The sensory marketing in the purchase decision in Shopping Centers in the city of Huancayo

Abstract

The general objective of this study is to establish how sensory marketing influences the purchase decision in shopping centers in the city of Huancayo. For this, an investigation was carried out with a quantitative approach, correlational type and non-experimental - cross-sectional design, where the survey technique was used, whose instrument was a questionnaire of 17 questions that was applied to a sample of 51 shoppers, who evaluated the service. offered by the shopping centers of the city of Huancayo according to their sensory experience as shoppers. From the results obtained we can highlight that the dimensions: the view, the ear, the sense, of smell taste, the touch these characteristics were involved in the highest percentage of satisfied shoppers, which stands out at 76% of the total research sample. This result is supported by the Pearson's R test statistic that confirms the alternative hypotheses, determining that there is a significant influence between the sensory marketing variable and the shopper's purchase decision variable, which is: 0.7689