Desarrollo de las estrategias de comercialización a partir del marketing experiencial en las Pymes comerciales de la ciudad de Guayaquil.

Abstract

The present research work addresses the development of marketing strategies based on experiential marketing in commercial SMEs in the city of Guayaquil. The research has developed within the framework of the qualitative methodology, of a nonexperimental type; In addition, the information used is from secondary sources, obtained from scientific research, thesis and the database of the National Institute of Statistics and Censuses (INEC). The research design is of a phenomenological type, in which the expert interview tool and the direct observation technique are used at selfservice points in the city with the objective of being able to propose marketing strategies based on the experiential marketing. Among the findings within the inferential analysis, it was obtained that the experience obtained by the customer in each purchase is a fundamental factor in the decision to repurchase and identify with the brand or product. It is experiential marketing based on marketing strategies, which strengthens and creates the relationship between the buyer and the brand. From this and to finish, marketing strategies are proposed based on experiential marketing; oriented to commercial SMEs in the city of Guayaquil, which are in the power to adopt or adapt them, according to their investment capacity and need for growth in the market in which they operate.