Percepción e influencia sobre la decisión de compra de las acciones de marketing sensorial en los establecimientos comerciales

Introduction: The use of sensory marketing tools in commercial establishments is a practice that has become widespread, primarily in the last two decades. Through innovative techniques that appeal to emotions, stores and large chains or shopping centers seek to promote favorable purchasing decisions and consolidate the image, memory, and commitment of their customers. Methodology: The main objective of this study is to assess the degree of public awareness of sensory marketing strategies, as well as their perception and influence on purchasing decisions. To this end, a combination of quantitative analysis methodologies was used, based on the results of a survey conducted among residents of Spain. Results: The main results obtained indicate that public awareness of these commercial techniques and the perception or awareness of their influence in establishments exist but are not widespread.Discussion: This contrasts with the scientific literature on the subject. Conclusions: It is concluded that, among its various modalities, visual marketing actions are the most effective sensory marketing, and that consumers, in general, recognize that, if the strategies are adequate, they favor access to the establishment, increase the time spent and encourage purchases and recommendations.