Examinando por Autor "Rincón Lemus, Leidy Lorena;"
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- ÍtemEstrategia de marketing olfativo como diferenciador para la marca “supermercados urbanos” en Bogotá(Fundación Universitaria Los Libertadores. Sede Bogotá., ) Quintero Moreno, Andrea Catalina,; Rincón Lemus, Leidy Lorena;; Restrepo Collazos, Sandra PatriciaDefining a smell or an aroma to a specific type of market with the intention of awakening the client's senses, as well as identifying if it is of value for this, are uncommon topics in the different fields of research in Advertising and Marketing, so it's interesting for this research, determine what contribution olfactory marketing can have as a strategic process to generate a greater relationship between a brand and his customers. Choosing “Supermercados Urbanos” as an innovative scenario to propose such initiatives that could undoubtedly have a positive impact on the way in which marketing is managed in this type of sector. Additionally, supermarkets in Colombia constitute the first scenario of purchase, consumption and commercial exchange, so it summons an important group of consumers, distributors and products, and in that sense, they are a key space to experiment with new stimulation strategies and customer loyalty, therefore, a descriptive investigation is carried out through the users who frequent the facilities of “Supermercados Urbanos” in order to define and determine a unique type of fragrance, with specific characteristics that are directly related to commercial values and the corporate identity of the brand, which allow the client to experience superior consumption habits due to the stimulation of smell