The impact of sensory marketing on toilet paper purchases and its local cultural adaptation

Abstract

In today's dynamic and global business context, organizations face significant challenges in achieving their objectives. Marketing specialists must design strategies that ensure sustainable growth by adapting to market demands and meeting consumer needs. Currently, marketing and communication focus on the consumer. Sensory marketing, which uses sensory stimuli to create emotional experiences, is crucial in this approach, especially in the cultural and emotional context of Santo Domingo, Ecuador.The research employed a mixed-methods approach, collecting qualitative and quantitative data through surveys of the Economically Active Population (PEA) of Santo Domingo. Descriptive and non-experimental methods were used to analyze how sensory stimuli influence the purchase decisions of toilet paper. The results showed that sight and touch were the most influential senses in the decision to purchase toilet paper, and the "Familia" brand was preferred by the majority of participants.The findings support previous theories on the importance of sensory marketing in perception and purchase decisions, particularly in a specific cultural context like Santo Domingo. The results highlight the relevance of integrating sensory stimuli into marketing strategies to enhance consumer experience and foster brand preference. These findings provide practical guidance for optimizing strategies in the competitive current market and contribute to academic knowledge in the field of marketing.

Keywords: Sensory stimuli, Integrated marketing communication, Marketing strategies