SENSORY MARKETING AND PURCHASING BEHAVIOR LINKING COFFEE FAMILIES' CULTURE WITH THE CONSUMER

Abstract

Sensory marketing focuses on generating a positive experience for users through their senses, their past, their imagination or their emotions; and in tourist businesses such as coffee shops, which share the characteristics of a restaurant and a bar, it connects the tourist with the culture of the coffee families of the place visited. This research identifies the relationship between sensory marketing and purchase behaviour by assessing consumer needs and characteristics that are presented when purchasing a product in coffee shops in emerging economy countries. This is a quantitative, non-experimental, cross-sectional, correlational research, with a sample of 400 customers of coffee shops in Peru and Colombia under a probabilistic sampling, using a 33-item questionnaire for data collection and IBM SPSS as an instrument for quantitative data analysis. The results show a moderate and significant positive relationship of 0.576 in Peru and 0.419 in Colombia between sensory marketing and purchase behavior. It is also highlighted that for the Peruvian consumer, the management of the senses (50.2%) and pre-purchase moment (47%) are important, and for the Colombian consumer the management of emotions (71.3%) and post-purchase moment (67.9%) are important. It is concluded that there is a relationship between sensory marketing and purchase behavior in the coffee shops studied, so it is recommended to address sensory marketing strategies and emphasize the sensory experience during the consumer's purchase process, highlighting the culture of coffee families as a competitive advantage.