Diseño De Una Propuesta de Estrategias de Interiorismo Comercial Fundamentado en el Marketing Experiencial y Sensorial para la Generación de Valor del Emprendimiento el Deambulante en la Ciudad de Bogotá

Abstract

During the consumer's purchasing journey, various factors influence their behavior, and these factors may vary or even not be present at certain times. However, the space, place and atmosphere of a commercial establishment are constant elements to which the consumer is always exposed. These permanent aspects of the shopping environment play a crucial role in the shopping experience. The present study sought to design a proposal for commercial interior design strategies supported by experiential marketing for the generation of value for the El Deambulante venture in the city of Bogotá. A quantitative study was carried out, of an exploratory-descriptive type, for this a non-probabilistic convenience sampling was used, aimed at women besieged by accessories and souvenir establishments. The results demonstrated that the interior design of a commercial establishment is a decisive and influential factor in the consideration of a point of sale by female consumers. This allowed for the detailed development of the proposed commercial interior design strategies for El Deambulante, titled Sumercé! Súbase al bus, a proposal that will serve as an impetus for the venture to consider making the leap from the virtual to the physical environment.