Resumen

PAREDES BELLIDO, Isaac Solano; CUTIPA-LIMACHE, Alberto Magno; FERNANDEZ BURGOS, Roger Freddy  y  ANCHAPURI QUISPE, Manuel. Influence of sensory marketing on the purchase decision of customers of Roxas Peru pastry shop. Investigación y Negocios [online]. 2024, vol.17, n.29, pp.42-51. ISSN 2521-2737.  https://doi.org/10.38147/invneg.v17i29.203.

Sensory marketing is the strategic stimulation of the human senses and they play a crucial role in the shopping experience of current and new customers. In this context, the objective of this research was to determine the influence of sensory marketing factors on the purchase decision of customers of the Roxas Perú SAC pastry shop. For this, an econometric model of multiple linear regression was developed. The sampling procedure was probabilistic to 345 clients, to whom a survey of 39 items was administered. The results showed that visual, olfactory, auditory, gustatory and tactile sensory marketing influence positively and significantly in the purchase decision with a coefficient of determination of 65%. In conclusion, the factors of sensory marketing influence to a greater extent the variability of the purchase decision of the clients of the clients in the Roxas Peru pastry shop.

Palabras clave : Consumer Behavior; Purchase Decision; Sensory Marketing.

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