Tesis (Licenciada en Marketing), Universidad San Francisco de Quito, Colegio de Administración y Economía; Quito, Ecuador, 2014.
- Authors
- Oñate Ramírez, Diana Carolina
- Format
- BachelorThesis
- Status
- publishedVersion
- Description
There are many factors that stimulate the behavior of a consumer the moment a purchase is made. Two of these factors which include the usage of the right colors and the olfactory marketing, will be studied in this investigation. These elements help create a pleasant ambience and boost a consumers desire to buy certain product or service. The results found in this investigation shows the preferences related to different colors according to the genre; and how the sense of smell helps a brand to be remembered. The usage of the right colors, whether it is on any given product or service, will create a sentiment on any costumer. The preferences differ whether the consumer is a woman or a man. This investigation also shows the preferences depending on the season, whether it is summer or winter. Brands need to pay attention to these points and to know exactly how their meaning differs depending on the culture. Likewise, the implementation of the right smell will create a positive or negative feeling as shown below. As we study real cases throughout the investigation, it is clear that the wrong implementation and poor research will result in rejection form consumers. These bad results take up economic resources and valuable time which has to be undertaken by the company. In conclusion, to avoid the wrong decisions and bad results, it is important that any company willing to create a campaign with olfactory marketing strategy, or color directed strategy, deep research has to be done. This way costumers’ needs and wants are satisfied properly; and in many ways, if these resources are done correctly, then the right implementation will be reflected directly in a company’s sales. It is just a matter of understanding a consumer’s mind
El consumidor se encuentra estimulado por diversos factores, de los cuales se tratarán dos en esta investigación. El uso de los colores adecuados para impulsar ciertos productos o servicios, y el marketing olfativo para crear un ambiente placentero de compra para el consumidor. Ambos factores juegan un rol importante en la mente del consumidor, ya que estos asocian un producto o servicio específico con un aroma y color. De igual manera conocemos que el cliente toma decisiones “on the spot” y por tanto, estos factores combinados con la estrategia adecuada, harán que el consumidor tenga una buena experiencia de compra y esto llevará a que demande más del producto. El estudio de los colores es algo que depende tanto de la percepción como de la cultura. Los significados difieren de un país a otro y de una persona a otra, y es por esto que se debe estudiar el tema de manera exhaustiva para maximizar el uso de los recursos.
- Publication Year
- 2014
- Language
- spa
- Topic
- Neuromarketing
Marketing
Comportamiento del Consumidor
Toma de Decisiones
Ciencias Sociales
Marketing
- Repository
- Repositorio Universidad San Francisco de Quito
- Get full text
- http://repositorio.usfq.edu.ec/handle/23000/4068
- Rights
- openAccess
- License
- http://creativecommons.org/licenses/by-nc-sa/3.0/ec/