Innovation in retail marketing: sensory experience and its influence on women's footwear purchase decisions

DOI: https://doi.org/10.5209/pade.103871
Keywords: footwear market, store atmosphere, sensory stimuli, female costumer, customer service

Abstract

The main objective of this study was to identify the predominant elements influencing the purchasing decision-making process in a footwear retail setting, considering physical product attributes (design, color, price, and brand), the commercial environment (lighting and music), and customer service (quality of service provided). A quantitative, descriptive-level approach was employed, using cross-sectional data analysis. Data were collected through a survey administered to 59 randomly selected women, all aged 35 or older, who had made purchases at the store. The information was processed using descriptive statistics. The main findings indicated that 56% of respondents prioritized footwear design, while environmental and service-related elements such as lighting (84%), music (75%), and customer service (81%) significantly contributed to the decision-making process. The study confirmed that additional experiential elements related to customer service play a pivotal role in shaping purchasing decisions, with design emerging as the most salient factor when selecting footwear.

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Author Biographies

Leonardo Alonso Zamudio Norabuena, Universidad Nacional Agraria la Molina

A Business Management Engineer possessing more than five years of experience within the women's footwear industry. Their research interests encompass marketing, commercial strategies, and product innovation.

Milagros Johana Castillo Cueva, Universidad Nacional Agraria la Molina

Bachelor of Business Management with experience in process improvement and optimization. Research interests include innovation in business processes, profit maximization, and strategy enhancement.

Gustavo Morales-Alonso, Universidad Politécnica de Madrid

Associate professor in economics, entrepreneurship and innovation at Universidad Politécnica de Madrid (UPM). With a sound interest in the drivers of economic development, the sharing economy and sustainability, has published on the determinants of technological entrepreneurship and on the response of consumers to sustainable initiatives.

Yulissa Maruschka Navarro-Castillo, Universidad Nacional Agraria la Molina

Adjunct Professor at National Agrarian University La Molina (Peru), Department of Business Management. PhD student at Universidad Politécnica de Madrid (Spain) in Organizational Engineering program. MSc in Public Administration by Minho University (Portugal). Professional interest in behavior, innovation, gender, and technology.  Her research interests include entrepreneurship, organizational behaviour, and innovation.

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Published
2025-12-17
How to Cite
Zamudio Norabuena L. A. ., Castillo Cueva M. J. ., Morales-Alonso G. y Navarro-Castillo Y. M. (2025). Innovation in retail marketing: sensory experience and its influence on women’s footwear purchase decisions. Papeles de Europa, 38, e103871. https://doi.org/10.5209/pade.103871
Issue
Vol. 38 (2025): Monográfico: Innovación
Section
Special issue

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