Análisis de los niveles de decisión de compra de leche utilizando herramientas de Neuromarketing, en la ciudad de Riobamba, periodo 2017

Abstract

The objective of this research is to provide a proposal of strategies based on social responsibility, encouraging new and positive emotions in the mind of the consumer, based on 3 dimensions: economy, society and environment with the aim of capturing the client and making their perception before the milk change and encourage the purchase, therefore consumption in an innovative way. For them a qualitative and quantitative research is presented, exposing previously obtained results of anthropological surveys in levels: culture, society, psychological and personal, it was evidenced that the consumption of milk is cyclically linked to the customs, family and health, for being a province Milk producer is easily accessible to her in the city of Riobamba and a large part of the population consumes it, with a minimum percentage of people who do not do so because of their preferences or know of some medical contraindication, after the survey as an experimental part of the study. % of the sample divided into men and women with the help of the electroencephalogram (EEG) tool of neuromarketing, were coded by means of performance metrics the brain waves in 6 aspects: interest, focus, commitment, stress, relaxation and excitability, before a stimulus visual and gustative; This being different for each person, it was concluded that the level of interest towards social stimuli is variable but, if it benefits the consumer, it increases and therefore the commitment and purchase of the product based on the experience acquired. It is recommended to implement the proposed strategies and thus improve the positioning of the brand and company as well as greater product rotation and contribution to the environment.