PERCEPCIÓN DEL CLIENTE SOBRE EL IMPACTO DEL MARKETING OLFATIVO EN TIENDAS SUMBAWA DE LA CIUDAD DE GUAYAQUIL

Abstract

The new marketing trends seek to foster a relationship with customers to generate commercial trade through the deployment of various strategies that stimulate the senses of target customers. Within this context, the scent marketing emerges as an interesting way to reach consumers through smell. However, little information is found in literature to validate the impact on consumers of the application of this type of action in retail stores. Therefore this document seeks to analyze the literature to evaluate the main theoretical precepts that underpin the suitability of the application of scent marketing as part of the marketing strategies of companies in their points of sales.