Insights de neuromarketing para identificar el comportamiento de consumo de machica en la ciudad de Riobamba

Abstract

The purpose of the present study was to determine neuromarketing Insights through research and product testing to detect the behavior of Machica consumption in Riobamba city as it has been forgotten by consumers, causing producers to discouraged from continuing to produce such a nutritious product and giving way to artificial products without any nutritional value, so an investigation was developed detailing the origin of Máchica and its nutritional characteristics that make it an invaluable source of food thanks to its protein content. For whichthe research methodology was used, where the inductive - deductive methods are implemented since it will go from the general to the particular, that is to say, it will start from the theories of neuromarketing and macroeconomics until discovering the insights of neuromarketing on the other hand there is the analytical method, and synthetic since it consists of the decomposition into parts of the phenomenon studied through the data of the information obtained, which were achieved by different techniques such as the survey, biometric equipment, Focus Group and correlation of variables, generating positive responses where it was discovered as insight of the people nutrition and thanks to this, five strategies were developed to strengthen the consumption of machica. Because of this, it was possible to conclude that the insights help a lot in people's decision-making and are very favorable to take into account in future studies.