Elements for evaluating experiential marketing: case: Sucrella C.A. (LE CLAIRE)

Abstract

This article identifies the elements for evaluating the experiential marketing of the Sucrella C.A. (Le Claire) restaurant, which is why this work focuses on this topic. The theoretical foundation was developed based on the postulates of Azul and Pontaza (2015), Pintado and Sánchez (2017), and Manzano, R., Gavilán, Avello, Abril, and Serra (2012). From a methodological perspective, the research was classified as descriptive and field-based; its design was non-experimental and cross- sectional. The population consisted of seven hundred and forty (740) weekly customers, from whom a sample of one hundred and six (106) subjects was selected using the Sierra Bravo formula. In the current study, the survey observation technique was applied, with a questionnaire as the instrument for collecting data, consisting of forty-five (45) items with closed-ended responses. These were validated by three (3) experts from the Faculty of Administrative Sciences of the Private University Dr. Rafael Belloso Chacín. To evaluate the reliability of the instrument, Cronbach's Alpha coefficient was calculated, which yielded a value of 0.818. The information was processed using qualitative and quantitative methods, using absolute frequencies and percentages, with a descriptive analysis technique. The results obtained indicate that the company implements experiential marketing competently, although it has some minor deficiencies. It is essential to address these weaknesses to ensure the continued success of marketing actions and, together with existing strategies, continue to attract the attention of consumers and potential customers to the brand. Finally, the researchers recommend that Le Claire focus on improving the ambiance, communication of promotions, product differentiation and participation in events, which could strengthen its value proposition and consolidate its position in the market.