Percepción de los decisores de centros comerciales sobre aplicación de acciones de marketing
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Fecha
2020
Autores
Muñoz-Querales, Edgardo Enrique
Lechuga-Cardozo, Jorge Isaac
Pulido-Rojano, Alexander de Jesús
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Editor
Universidad del Zulia
Resumen
La construcción de centros comerciales como consecuencia del aumento de la participación
de grandes marcas de productos y servicios, consiente que en esos escenarios se puedan implementar y
fortalecer acciones de marketing de experiencias o sensorial que, a través de los sentidos, permitan generar
reacciones positivas en los clientes. Este artículo tiene como objetivo caracterizar la percepción de los
decisores de los centros comerciales en la ciudad de Barranquilla, Colombia, sobre la aplicación de acciones
de marketing sensorial, con el propósito de dar una visión general sobre éstas prácticas en doce centros
comerciales seleccionados. Para el presente estudio se realizó una investigación descriptiva, no experimental,
transversal, con enfoque mixto, a través del método de análisis. En efecto se utilizó como técnica la revisión
documental y la encuesta. Los resultados obtenidos incluyen una reflexión de las estrategias de marketing
sensorial que deben ser fortalecidas para incrementar la competitividad, productividad y rentabilidad,
considerando el alto crecimiento del sector retail en Colombia. Se concluye que la música, la iluminación y
los olores son las acciones de marketing que enfatizan los decisores en la industria retail, siendo percibidos
como una estrategia que genera mejores resultados en ventas y afianza la comunicación con los clientes.
The construction of shopping centers as a consequence of the increase in the participation of large brands of products and services, allows that in those scenarios, experience or sensorial marketing actions can be implemented and strengthened that, through the senses, allow generating positive reactions in the clients. This article aims to characterize the perception of the decision makers of the shopping centers in the city of Barranquilla, Colombia, about the application of sensory marketing actions, with the purpose of giving an overview of these practices in twelve selected shopping centers. For the present study, a descriptive, non-experimental, cross-sectional research was carried out, with a mixed approach, through the analysis method. In effect, the documentary review and the survey were used as a technique. The results obtained include a reflection of the sensory marketing strategies that must be strengthened to increase competitiveness, productivity and profitability, considering the high growth of the retail sector in Colombia. It is concluded that music, lighting and smells are the marketing actions that decision makers in the retail industry emphasize, being perceived as a strategy that generates better sales results and strengthens communication with customers.
The construction of shopping centers as a consequence of the increase in the participation of large brands of products and services, allows that in those scenarios, experience or sensorial marketing actions can be implemented and strengthened that, through the senses, allow generating positive reactions in the clients. This article aims to characterize the perception of the decision makers of the shopping centers in the city of Barranquilla, Colombia, about the application of sensory marketing actions, with the purpose of giving an overview of these practices in twelve selected shopping centers. For the present study, a descriptive, non-experimental, cross-sectional research was carried out, with a mixed approach, through the analysis method. In effect, the documentary review and the survey were used as a technique. The results obtained include a reflection of the sensory marketing strategies that must be strengthened to increase competitiveness, productivity and profitability, considering the high growth of the retail sector in Colombia. It is concluded that music, lighting and smells are the marketing actions that decision makers in the retail industry emphasize, being perceived as a strategy that generates better sales results and strengthens communication with customers.
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Palabras clave
Acciones de marketing, Centros comerciales, Estrategias de marketing, Marketing sensorial, Modelo estímulo-organismo-respuesta, Marketing actions, Shopping centers, Marketing strategies, Sensory marketing, Stimulusorganism- response model