Neuromarketing mix para generar estímulos sensoriales en los productos de la empresa, Lácteos Fino en la ciudad de Latacunga

Abstract

The company Lácteos Fino located in the city of Latacunga is immersed in countless competitors, which is the reason why it is making incursions into the neuromarketing mix to generate products that stimulate the senses of customers and consumers and prevent the collapse of the company Lácteos Fino, For which the present research was conducted with the objective of generating neuromarketing mix strategies through sensory stimuli in the consumers of the products of the company, Lácteos Fino of the city of Latacunga, the research handled a mixed approach, both qualitative and quantitative, with a correlational level of research, The research used a non-experimental design of transversal type due to the fact that a single data collection was carried out, a field study was used for data collection and a documentary study for the conjunction of bibliographic source as a research technique, a survey was used to determine the factors that capture the attention of customers and consumers of dairy products, the interview applied to the manager of the company, the electroencephalogram was used as biometric equipment for the measurement of the levels of attention, calmness and blinking when tasting the yogurt of the company Lácteos Fino and competing companies of dairy products. The results showed that the company lacks sensory stimuli in its products, poor point-of-sale ambiance, and lack of advertising of the company's products. Which, neuromarketing mix strategies were developed to generate sensory stimuli in the company's customers and consumers through the adapted model based on the authors Nestor Braidot and Roberto Manzano, who presented the theoretical basis for the generation of sensory stimuli through the neuromarketing mix. It is concluded that the neuromarketing mix will generate sensory stimuli in the consumers of the products of the company, Lácteos Fino of the city of Latacunga, and in turn it is advisable to follow the strategies proposed for a greater benefit of these.