Análisis de la psicología del color en la toma de decisión de compra del consumidor en la Concesionaria Andinamotors S.A sucursal Riobamba

Abstract

This research work had the purpose of analyzing the color psychology, determining factor for the consumer when he makes his purchase at the Andinamotors S.A Branch Riobamba concessionaire. To do this, information was collected on the tastes and preferences regarding the color of the cars are taking into account the economically active population of the Riobamba city so that they represent a potential market in the company. The methodology used was determined by the application of surveys to the sample obtained, in addition to making use of the Eye tracking that determined the heat map, as well as the visual route allowing to establish the attention levels of the colors presented. With the results obtained, the influence of color with the consumer's purchasing decision was determined, especially determining that each car model has its main attributes such as color, price, and comfort, among others. With the data obtained, strategies were established that delimit color as the main axis, among them we have: strategy through Branding, which is to build the brand based on the psychology of color so that commercial management is differentiated, in As for the Merchandising strategy, it will allow the promotion of products in stock and new acquisitions to increase sales, finally the communication strategy through the institutional digital portal. The application of this research is recommended as a complementary tool to the sale process used in the Andinamotors SA concessionaire.