La influencia que tienen las acciones de Marketing Sensorial en la categoría de Café en el punto de venta del supermercado Colsubsidio de Calle 26 en Bogotá

Abstract

Sensory marketing, originated in the 1950s through visual strategies and advertising messages, has evolved over time, integrating the five senses to create attractive environments at points of sale, prolong dwell time and improve the customer experience. consumer. With the evolution of the market and new generations, it has become essential to go beyond quality and price, adding emotional value to the purchasing experience. Moments of truth at the point of sale are fleeting, driving the need for sensory marketing strategies that act directly in the short time a customer spends in the establishment. These strategies include the stimulation of the senses to bring the consumer closer to a specific brand or product. In this context, this research study focuses on identifying sensory marketing actions and their impact on buyers who visit the coffee section in the Colsubsidio supermarket on Calle 26 in Bogotá, seeking to analyze and propose new strategies to satisfy the needs of today's consumer and improve their purchasing experiences, thus strengthening the connection between the brand, the product and the consumer in a specific environment.