Marketing Sensorial: Influencia de la vista y el olfato en el comportamiento de compra de los clientes de panaderías tradicionales de la zona Ciudad Kennedy Central de la ciudad de Bogotá

Abstract

This degree work has been carried out in order to implement and take advantage of strategies and benefits provided by the senses with sensory elements, in this way, administrators of traditional neighborhood bakeries must acquire knowledge or be instructed to implement these strategies; through the study of people's buying behavior when they perceive some visual and aromatic stimulus in bakeries. The general objective is to analyze the elements that influence the senses of sight and smell on the buying behavior in traditional bakeries, also, to contribute knowledge about the implementation of these techniques that manage to generate memories, emotions and images that stimulate consumers. awakening the desire to buy. The research methodology used is qualitative, since it is intended to understand the elements that influence sensory marketing, from the perspective of bakery customers in relation to their environment, investigating their points of view. Likewise, the scope is exploratory, since sensory marketing is little studied and there are vague ideas on the subject, the subject is examined with a theoretical perspective, review of articles, literatures, guides, other documents related to the subject of study and of Similarly, exploring the perspectives of the participants in this research. It works with observations where it is possible to take information on the fundamental elements for the process; photographic records, since it allows the support of observation; and interviews, since it allows collecting and analyzing various elements of the person's opinion, feelings and perceptions, for this reason, it is useful as an exploratory instrument and identifies aspects of interest. To conclude, visual marketing is still the primary strategy for implementation in establishments, however, another sense is required to complement its techniques. Regarding olfactory marketing, it is the sense that helps to incorporate a memory associated with the specific experience; Although its implementation is still a strategy with many benefits, it can turn out to be unfavorable if it is not adapted correctly. Despite all the above, olfactory marketing contains gaps and is a little­studied technique, since smell is a sensitive sense and when exposed to an aroma for a certain time, olfactory perception disappears, since the molecules adapt, and if there are other aromas around, you cannot differentiate one from the other, due to the saturation of odors.