Marketing auditivo y su influencia en la compra del consumidor de supermercados de la ciudad de Machala.

Abstract

This research analyzes consumer behavior through auditory marketing. The study takes place in the city of Machala, province of El Oro, Ecuador; It is descriptive in nature with a quantitative methodology, which is why it is executed using the methods of documentary review and the application of online surveys under a sample of 385 people from Machala. The main results indicate that this type of marketing focuses on the use of music as a marketing tool, to be able to defect all kinds of emotions and affective sensations to customers and to connect the customer and the product brand; consequently, through the survey it was found that 88.9% indicate that the volume and type of music played in Supermaxi, Megamaxi and Superdespensas Aki supermarkets is to their liking, concluding that consumers do have affective feelings or emotions when making purchases with background music, which consequently is sensed from the statistical data a positive influence at the time of consumption.