Neuromarketing para la gestión de marca de lácteos Santa Fe en la ciudad de Riobamba

Abstract

The present research work about neuromarketing for dairy brand management “Santa Fe” in the city of Riobamba, aimed to relate the variables of neuromarketing and brand management, in order to provide a strategic proposal that promotes the value of the brand Santa Fe. The study methodology was quantitative and qualitative, a survey of 231 current clients was applied; Likewise, the brand logo was evaluated, where it was evidenced that elements were attractive to its customers through the use of the biometric eye tracking equipment; in addition, it was applied an observation sheet. The results of the survey showed that at a sensory level, dairy Santa Fe is an unknown brand, with a low position in the market, since it does not manage visual, auditory, olfactory and taste advertising activities in commercial stores, causing its customers not to develop strong and emotional ties to the brand. Neuromarketing tests with eye tracking carried out on 13 clients showed that there are high levels of attraction to 3 elements of the logo, which are: the brand name, corporate colors and typography, which means that your logo produced a great visual impact. It is concluded that neuromarketing does affect the management of the Santa Fe dairy brand in the city of Riobamba, because the metrics of attention, memory and recall allowed the construction of an affective proposal that makes the customer fall in love and turns it into an agent of the brand of dairy products.