Factores neurocognitivos del consumidor y su relación con la cultura de consumo de quinua en la ciudad de Riobamba

Abstract

The present study was aimed to determine the relationship between neurocognitive factors of consumers and the culture of quinoa consumption in Riobamba city with the purpose of designing neurocogitive strategies that allow encouraging the consumption of this pseudocereal. The methodology had a quantitative and qualitative approach due to the fact that 382 surveys were carried out on the economically active population of the city. Also, a focus group and a biometric study were also carried out using a one-point electroencephalogram to measure the levels of attention and meditation of participants when tasting quinoa. After analyzing the information, the result showed that, despite the positive perception of the product, consumers are unaware of its real nutritional value which becomes its main attribute. Similarly, the taste, color and smell of natural quinoa are not attractive, however, memories of consumption in childhood associated with pleasant experiences still exist. There is evidence of an absence of advertising that encourages the consumption of quinoa. Therefore, it was concluded that neurocognitive factors of consumers definitely influence the culture of quinoa consumption and that the creation of the 7 neurocognitive strategies will allow to encourage the consumption of this product, that is why, it is recommended to implement this proposal within the established period of time.