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Innovación en el marketing minorista: la experiencia sensorial y su influencia en las decisiones de compra de calzado femenino
[Innovation in retail marketing: sensory experience and its influence on women’s footwear purchase decisions]

Author

Listed:
  • Leonardo Alonso Zamudio Norabuena

    (Universidad Nacional Agraria la Molina. Lima, Perú)

  • Milagros Johana Castillo Cueva

    (Universidad Nacional Agraria la Molina. Lima, Perú)

  • Gustavo Morales-Alonso

    (Universidad Politécnica de Madrid. Madrid, Spain)

  • Yulissa Maruschka Navarro-Castillo

    (Universidad Nacional Agraria la Molina. Lima, Peru)

Abstract

El objetivo principal de este estudio fue identificar los elementos predominantes que influyen en el proceso de toma de decisiones de compra en un entorno minorista de calzado, considerando los atributos físicos del producto (diseño, color, precio y marca), el ambiente comercial (iluminación y música) y el servicio al cliente (calidad del servicio prestado). Se empleó un enfoque cuantitativo, de nivel descriptivo, utilizando análisis de datos de corte transversal. Los datos se recolectaron a través de una encuesta administrada a 59 mujeres seleccionadas aleatoriamente, todas de 35 años o más, que habían realizado compras en la tienda. La información se procesó utilizando estadística descriptiva. Los principales hallazgos indicaron que el 56% de las encuestadas priorizó el diseño del calzado, mientras que los elementos ambientales y relacionados con el servicio, como la iluminación (84%), la música (75%) y el servicio al cliente (81%), contribuyeron significativamente al proceso de toma de decisiones. El estudio confirmó que los elementos experienciales adicionales relacionados con el servicio al cliente desempeñan un papel fundamental en la configuración de las decisiones de compra, siendo el diseño el factor más destacado al seleccionar el calzado.

Suggested Citation

  • Leonardo Alonso Zamudio Norabuena & Milagros Johana Castillo Cueva & Gustavo Morales-Alonso & Yulissa Maruschka Navarro-Castillo, 2025. "Innovación en el marketing minorista: la experiencia sensorial y su influencia en las decisiones de compra de calzado femenino [Innovation in retail marketing: sensory experience and its influence on women’s footwear purchase decisions]," Papeles de Europa, Universidad Complutense de Madrid, Facultad de Ciencias Económicas y Empresariales, Instituto Complutense de Estudios Internacionales (ICEI), vol. 38, pages 103871-1038.
    • Handle: RePEc:ucm:padeur:v:38:y:2025:p:e103871
    DOI: 10.5209/pade.103871
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    File URL: https://hdl.handle.net/20.500.14352/133980
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    References listed on IDEAS

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    1. C. Raz & D. Piper & R. Haller & H. Nicod & N. Dusart & A. Giboreau, 2008. "From sensory marketing to sensory design : how to drive formulation using consumers' input ?," Post-Print halshs-00348081, HAL.
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    Keywords

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    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • M39 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Other
    • L81 - Industrial Organization - - Industry Studies: Services - - - Retail and Wholesale Trade; e-Commerce

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