Bibliographic citations
Shiguekawa, F., (2019). El marketing experiencial en relación a la decisión de compra en el servicio de Barber Shops en hombres de 25 a 35 años que asisten a las barberías de la zona 71 de Lima Metropolitana [Trabajo de investigación, Universidad Peruana de Ciencias Aplicadas (UPC)]. http://hdl.handle.net/10757/648724
Shiguekawa, F., El marketing experiencial en relación a la decisión de compra en el servicio de Barber Shops en hombres de 25 a 35 años que asisten a las barberías de la zona 71 de Lima Metropolitana [Trabajo de investigación]. PE: Universidad Peruana de Ciencias Aplicadas (UPC); 2019. http://hdl.handle.net/10757/648724
@misc{renati/386534,
title = "El marketing experiencial en relación a la decisión de compra en el servicio de Barber Shops en hombres de 25 a 35 años que asisten a las barberías de la zona 71 de Lima Metropolitana",
author = "Shiguekawa Loayza, Fiorella Lucía",
publisher = "Universidad Peruana de Ciencias Aplicadas (UPC)",
year = "2019"
}
Abstract: The purpose of this research is to relate the experience marketing and the decision of purchase in the service of barbershops in men of 25 to 35 years that attend barbershops located in the sector 7 of Lima Metroplitana. The work examines the importance of marketing strategies for today's users, especially in the brands that offer intangible services. The design of this research has a mixed approach where the qualitative analysis was carried out through in-depth interviews and focus groups. Likewise, for the quantitative analysis, 400 surveys were conducted to the target public than men 25 to 35 years of age. This study shows that all the modules experiences of experiential marketing are related to the decision of purchase of the client in the service of the barbershops, where the modules of relationships, thoughts and actions have a great influence on the consumer. Taking in consideration the new trends in the male personal care market in recent years, the findings of this research can be useful for companies of products and services in the personal care sector to develop better marketing strategies.
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