Resumen

SOTOMAYOR PEREIRA, Jorge Guido; CASTILLO RIOS, Gabriela Beatriz  y  RIOFRIO OROZCO, Oscar. Role of the senses in the process of purchase of consumers in a market. Universidad y Sociedad [online]. 2018, vol.10, n.2, pp. 34-39.  Epub 02-Feb-2018. ISSN 2218-3620.

Nowadays, companies are in constant competition, looking for the much sought-after differentiation that allows them to position themselves in the minds of consumers. Which changed and is becoming more demanding, becoming indifferent to traditional stimuli. In this sense, the present research work is an analysis to determine what role the senses play in the consumer purchasing process. This research was developed in the city of Machala, with a population of 118,181 and a sample of 399 people, of whom it could be concluded that; to make a possible purchase they need to feel stimulated mainly by the sense of sight.

Palabras clave : Sensory Marketing; the senses; purchase behavior; purchase process.

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