Insights de Neuromarketing en el consumo de leche en los supermercados en la ciudad de Riobamba, año 2018

Abstract

This research work on neuromarketing insights about milk consumption in supermarkets in the city of Riobamba aims to provide a strategic proposal based on tastes and preferences. The research methodology was qualitative and quantitative, exposing the information previously obtained from surveys, observation sheets and analysis of perceptions made on milk consumers, which were interpreted and analyzed to obtain results on the behavior of people. It was evidenced that the population under study considers that the most important stage of life in nutrition is childhood and cow's milk is valued as a primordial food, besides, the consumption of milk is given by the tastes and preferences since they are influenced by the memories or essential moments around life in the choice of a product. The insights strategies proposed are: Creation of a BTL fence, development of the first congress in favor of milk consumption. It is recommended that dairy companies apply the insights strategies of neuromarketing to generate a perception about milk consumption and at the same time allow the positioning of the company in the market improving its competitiveness, for the benefit of the clients, of the workers and of all the supply chain of the project.