Incidencia de la combinación de la música y el color en la elección de un bar por parte de millennials guayaquileños

Abstract

The increasingly demanding demand by individuals belonging to the so-called “generation Y” or millennials has given way to the emergence of a large number of commercial establishments such as bars in the city of Guayaquil in order to satisfy the needs of these individuals. These establishments face a dilemma when choosing their setting, that is, from the type of decoration, colors, theme and music to use. For which, the objective of this degree work is focused on analyzing what elements are considered by Guayaquil millennials when choosing a bar and in turn exposing the degree of incidence that music and color have on said choice. The first chapters will cover theories about the role that visual and auditory elements play in consumer behavior, as well as review characteristic traits of the “generation Y” in order to create a profile of the average Guayaquil millennial. Finally, an improvement plan is provided to the Random commercial premises based on the aforementioned profile.