Consumer behavior and experiential marketing in supermarkets in the city of Ambato. UTC Prospectivas: Journal of Administrative and Economic Sciences, [S. l.], v. 9, n. 1, p. 37–48, 2026. DOI: 10.61236/utcprospectivas.v9i1.1258. Disponível em: https://investigacion.utc.edu.ec/index.php/prospectivasutc/article/view/1258. Acesso em: 3 jun. 2026.