IMPACTO DEL MARKETING SENSORIAL EN LA DECISIÓN DE COMPRA: UN ANÁLISIS PERCEPTIVO EN EL SECTOR BELLEZA.
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| Title: | IMPACTO DEL MARKETING SENSORIAL EN LA DECISIÓN DE COMPRA: UN ANÁLISIS PERCEPTIVO EN EL SECTOR BELLEZA. |
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| Alternate Title: | IMPACT OF SENSORY MARKETING ON THE PURCHASE DECISION: A PERCEPTUAL ANALYSIS IN THE BEAUTY SECTOR. IMPACTO DO MARKETING SENSORIAL NA DECISÃO DE COMPRA: UMA ANÁLISE PERCEPTUAL NO SETOR DE BELEZA. |
| Authors: | Barrientos-Báez, Almudena1 almbarri@ucm.es, Cruces-Navarro, Adriana1, Caldevilla-Domínguez, David1 |
| Source: | Panamerican Journal of Neuropsychology / Cuadernos de Neuropsicología. ene-abr2026, Vol. 20 Issue 1, p48-73. 26p. |
| Subjects: | MARKETING, CONSUMER behavior, COSMETICS industry, PERSONAL care products industry, OLFACTORY perception, CUSTOMER loyalty |
| Abstract (English): | The advancement of the cosmetics industry—marked by constant innovation and increasingly discerning consumers— underscores the importance of studying how sensory stimuli influence purchasing decisions. This study focuses on examining the impact of sensory marketing, applied both to products and retail environments, on product choice and store loyalty. To this end, a questionnaire was developed for cosmetic users, including questions about the perception of scent, touch, color, and other stimuli. The results show that smell is the most influential sense in purchase decisions, followed by touch; however, the importance of each stimulus varies by product category, highlighting the need for tailored strategies. The research demonstrates a direct relationship between sensory marketing and buying behavior: by engaging the senses, brands create meaningful experiences, increase perceived value, and differentiate themselves from competitors, thereby greatly enhancing their chances of becoming the consumer’s preferred choice and strengthening customer loyalty. [ABSTRACT FROM AUTHOR] |
| Abstract (Spanish): | El progreso de la industria cosmética, caracterizado por la innovación constante y consumidores cada vez más exigentes, resalta la importancia de estudiar cómo los estímulos sensoriales influyen en las decisiones de compra. Este estudio se centra en analizar el impacto del marketing sensorial, aplicado a productos y entornos de venta, sobre la elección de un artículo y la fidelidad al establecimiento. Para ello, se diseñó un cuestionario validado por doctores (académicos) del área dirigido a usuarios de cosméticos, con preguntas sobre la percepción del olor, tacto, color y otros estímulos. Los resultados mostraron que el olfato es el sentido más influyente en las compras, seguido por el tacto. Sin embargo, la relevancia de cada estímulo varía según la categoría de producto, subrayando la necesidad de aplicar estrategias diferenciadas. La investigación evidenció una relación directa entre el marketing sensorial y el comportamiento de compra del consumidor: al estimular los sentidos, las marcas crean experiencias significativas, aumentan el valor percibido y se diferencian de la competencia, multiplicando sus opciones de convertirse en la preferida del consumidor, como potenciar la fidelización en el mercado. [ABSTRACT FROM AUTHOR] |
| Abstract (Portuguese): | O progresso da indústria cosmética, caracterizado pela constante inovação e por consumidores cada vez mais exigentes, destaca a importância de estudar como os estímulos sensoriais influenciam as decisões de compra. Este estudo concentra-se na análise do impacto do marketing sensorial, aplicado a produtos e ambientes de varejo, na seleção de produtos e na fidelização à loja. Para tanto, foi elaborado um questionário validado por doutores (acadêmicos) da área, direcionado a usuários de cosméticos, com perguntas sobre a percepção de olfato, tato, cor e outros estímulos. Os resultados mostraram que o olfato é o sentido mais influente nas compras, seguido pelo tato. Contudo, a relevância de cada estímulo varia de acordo com a categoria do produto, ressaltando a necessidade de aplicar estratégias diferenciadas. A pesquisa revelou uma relação direta entre o marketing sensorial e o comportamento de compra do consumidor: ao estimular os sentidos, as marcas criam experiências significativas, aumentam o valor percebido e se diferenciam da concorrência, multiplicando suas chances de se tornarem a escolha preferida do consumidor e fortalecendo a fidelização do cliente. [ABSTRACT FROM AUTHOR] |
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| Database: | MedicLatina |
| Abstract: | The advancement of the cosmetics industry—marked by constant innovation and increasingly discerning consumers— underscores the importance of studying how sensory stimuli influence purchasing decisions. This study focuses on examining the impact of sensory marketing, applied both to products and retail environments, on product choice and store loyalty. To this end, a questionnaire was developed for cosmetic users, including questions about the perception of scent, touch, color, and other stimuli. The results show that smell is the most influential sense in purchase decisions, followed by touch; however, the importance of each stimulus varies by product category, highlighting the need for tailored strategies. The research demonstrates a direct relationship between sensory marketing and buying behavior: by engaging the senses, brands create meaningful experiences, increase perceived value, and differentiate themselves from competitors, thereby greatly enhancing their chances of becoming the consumer’s preferred choice and strengthening customer loyalty. [ABSTRACT FROM AUTHOR] |
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| ISSN: | 07184123 |
| DOI: | 10.7714/CNPS/20.1.203 |
