Experiential Marketing in Consumer Behavior in Hardware Companies: The Case of BIM (#851)

Authors

Ramírez Silva, Stefanny Esmeralda

Valderrama Puscan, Marlon Walter

Panta Merino, Monica Esther

Abstract

This article analyzes the influence of experiential marketing on consumer behavior in hardware stores in the city of Chiclayo. Using a quantitative approach and a causal correlational design, five dimensions of experiential marketing were eva luated— sensory, emotional, cognitive, behavioral, and relational—in relation to the components of consumer behavior. The results show a positive and significant correlation between both variables, with the sensory dimension showing the greatest impact. The stud y concludes that generating meaningful experiences directly influences perception, purchase decisions, and customer loyalty. Moreover, it highlights that experiential strategies strengthen brand connection and generate sustainable competitive advantages. This research provi des relevant evidence on the importance of designing comprehensive experiences at the point of sale, especially in traditional sectors such as hardware retail, where emotional connection with the consumer represents a key differentiating factor.