Bibliographic citations
Carranza, N., Isla, I. (2019). Influencia de las estrategias del marketing experiencial en la satisfacción de las mujeres millennials que acuden a tiendas retail de belleza en Lima Metropolitana [Trabajo de investigación, Universidad Peruana de Ciencias Aplicadas (UPC)]. http://hdl.handle.net/10757/653204
Carranza, N., Isla, I. Influencia de las estrategias del marketing experiencial en la satisfacción de las mujeres millennials que acuden a tiendas retail de belleza en Lima Metropolitana [Trabajo de investigación]. PE: Universidad Peruana de Ciencias Aplicadas (UPC); 2019. http://hdl.handle.net/10757/653204
@misc{renati/391940,
title = "Influencia de las estrategias del marketing experiencial en la satisfacción de las mujeres millennials que acuden a tiendas retail de belleza en Lima Metropolitana",
author = "Isla Gavonel, Illary Yolanda",
publisher = "Universidad Peruana de Ciencias Aplicadas (UPC)",
year = "2019"
}
This work analyzes the influence of experiential marketing strategies on the satisfaction of millennial women who go to beauty retail stores in Metropolitan Lima. The main objective of the paper is to analyze through which variables experiential marketing is evident at the point of sale. Also, evaluate how the category is developing in the market and analyze the target for which the research is aimed. As for the the results, it is observed that makeup imports in 2018 had an increase of 4%, compared to the previous year. Likewise there are three ways to create experiences: through the product, through points of sale and through the use of the product / service. Nowadays brands like NYX, Urban Decay, and MAC already use experiential marketing strategies in their retail stores in order to be more attractive to consumers. With these results, substantial contributions are offered for the companies that fall within this category, providing relevant information to consider. However, there is still a need to incorporate in-depth research of these actions with the target.
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