Análisis de influencia del marketing experiencial en el comportamiento de compra : caso Salerm Cosmetics.

Abstract

Consumers today no longer react easily to traditional marketing strategies that rely on advertising campaigns to promote messages that encourage compulsive shopping; Today's marketing seeks to humanize brands by giving the consumer an additional experience to purchase the product. Experts point out that by providing a brand experience to their consumers and potential consumers reach a large plurality of information and communication tools, which generate value through emotions and therefore the purchase will be rewarding. That is why experiential marketing engages the consumer through their experiences to be part of the brand generating long-term links.Salerm Cosmetics company dedicated to the import and distribution of hair products, they orient their efforts to provide significant experiences to favor the decision of consumer purchase, as a fundamental marketing approach within technical training rooms; Thus putting as a main axis the human experience in front of the characteristics or benefits of the product that are also important in the traditional marketing. In this study, the author analyzes the different concepts about the influence of "experiential marketing" on buying behavior and the set of factors that influence this definition, the author clearly leaves the questions raised in the study in question clear. And it shows that the brand in this industry is part of a differentiating attribute giving its customers not only a product but a service that complements their knowledge through experiences in workshops Salerm Cosmetics.