Neuromarketing y su influencia en la toma de decisiones en la compra de los consumidores de la empresa Moderna Alimentos S.A de la ciudad de Cajabamba, provincia de Chimborazo

Abstract

The main objective of this research was to determine the influence of neuromarketing in the purchase decision-making of the consumers of the company Moderna Alimentos S.A. in the city of Riobamba, Province of Chimborazo in the period 2022, through the use of the persuasive neuromarketing model and the yes and no decision-making model. The methodology had a qualitative and quantitative approach, with a correlational, non-experimental, documentary and field design, the method used was deductive, through the use of the personal survey technique directed to 383 consumers of the company, an interview with the person in charge of the financial and administrative area to obtain a situational diagnosis of the company. Biometric research was also carried out with a focus group of 16 individuals by means of eye tracking to determine the areas of interest of three advertisements where the time and duration of the fixations were evaluated, then an observation sheet was used to corroborate the information previously obtained by the biometric team. The results obtained through the survey identified that consumers occasionally buy “YA” brand products, acquiring them in shopping malls, they are interested in quality and price, they do not know the name of the company that manufactures and produces them, and consciously seek promotions, discounts and nutritional information about them, through the Eye Tracking it was identified that individuals are attracted by simple advertisements where the product is shown with an identifiable linguistic code. It is concluded that neuromarketing does influence the purchase decision of consumers, so a proposal was established to help the company to strengthen its brand in the Riobambeño market.