Perception Of Consumer Behavior And Its Impact On The Profitability And Financial Sustainability Of Commercial Establishments In The Special Tourist And Cultural District Of Riohacha

Abstract

The purpose of this article is to analyze the perception of consumer behavior and its impact on the profitability and financial sustainability of commercial establishments in the Special Tourist and Cultural District of Riohacha, taking into account the sensory dynamics of perception and subliminal perception, based on theories of Schiffman and Lazar (2010), Solomon (2008),  Valbuena (2017.   The study is based on the importance of the perception of consumer behaviour in commercial establishments and its relationship with financial profitability. The methodology used was quantitative, with a descriptive and cross-sectional design, using surveys applied to the managers and customers of the commercial establishments. The results show that consumers highly value the quality of service and customer service, which significantly influences their purchasing decisions. In addition, sensory and subliminal perception plays a crucial role in customer satisfaction and loyalty, highlighting the importance of a marketing strategy that considers these perceptual aspects to achieve profitability and financial sustainability of commercial establishments