Estudio del impacto que genera el marketing emocional en las campañas publicitarias de las marcas del sector alimenticio en Ecuador.

Abstract

This research raises the impact generated by emotional marketing in advertising campaigns of brands in the food sector in Ecuador under the hypothesis that emotional marketing applied in advertising campaigns of brands in the Ecuadorian food sector influences the purchase decision of the consumer. For this, nonexperimental descriptive-correlational cross-sectional research was carried out with a quantitative approach, which allows us to perform quantitative analyzes using statistics through a tabulation matrix, analysis and interpretation of the surveys carried out on consumers in order to describe whether or not their purchasing decisions are based on emotions. The population was made up of large companies in the food sector located in the provinces of Guayas and Pichincha, which add up to 230 companies, the size of the representative sample was made up of 44 companies, to whom a survey was applied, the results of the which were statistically analyzed. The results show a favorable conclusion regarding the impact of emotional marketing on the consumer's purchase decision, it also allows us to analyze both the consumer's perspective and the corporate perspective on the consumer's purchase decision and determine the factors that influence their purchase behavior.