Análisis de estrategias de marketing experiencial en la categoría de artículos tecnológicos en la ciudad de Guayaquil.

Abstract

The present study focused on analyzing the experiential marketing strategies implemented in the month of january of 2018 by brands, specifically in the category of technological articles (electrical and electronic) in the main shopping centers in the north of the city. From Guayaquil. The brands in analysis were chosen for being in the TOP 20, of the most remembered brands in Ecuador for 2016 with products such as televisions, digital imaging, audio-video and cell phones, etc. In support, a field research with a qualitative approach was carried out and data collection instruments such as non-participative observation were used, and interviews were conducted with professionals and experiential marketing experts inorder to determine the incidence of new business trends in the loyalty of a brand. It was established based on what was mentioned by the interviewees, that the Experiential Marketing, takes to the practical field everything that we know will excite the consumer and delves into a real experience that is always associated with the brand. , generating in him a strong memory for having lived that experience in the first person. The second axis of the investigation was non- participant observation, which seeks to determine the actions that are implemented without intervening in the results of the same. The month of December 2017 was chosen to analyze the relational marketing strategies implemented by brands in the shopping centers in the north of the city of Guayaquil where the technology, electrical and electronic category is sold.