Neuromarketing para el posicionamiento de la fundación de ayuda Social Banco de Alimentos de la ciudad de Quito

Abstract

The objective of this study work was to determine the impact of neuromarketing on the positioning of Fundación de Ayuda Social Banco de Alimentos of Quito city, through bibliographic and documentary support. The methodology applied for the Curricular Integration Work was of a mixed type, with a correlational, non-experimental, transversal, informative documentary and field level. The methods used were: inductive, deductive, analytical, synthetic and systemic throughout the following techniques: a survey addressed to 382 people, an interview conducted to three members of the organization to analyze its main strengths, weaknesses and external factors, and the biometric research by means of Eye Tracking to determine the areas of interest of five advertising photographs with the respective fixation times such as: time of the first fixation, duration of the first fixation and total duration of the fixations. To develop it, a corroboration survey of results to a sample of 16 individuals was applied. In the same way, the scientific contribution was based on the verification of the hypothesis, being in this case favorable since it demonstrated a correlation and levels of significance between the variables by the use of Spearman's Rho test. Thus, the results determined seven key dimensions: attention, sensation, emotion, memory, loyalty, quality and differentiation. According to Eye Tracking, the importance of emotional anchors, neurotransmitters and mirror neurons in minimalist advertising was determined in the previous results. It is concluded that neuromarketing has an impact on positioning, establishing a proposal that strengthens the brand image in its market through neuromarketing strategies, motivating the donation of food, money and time, being it a basis for further research related to third sector organizations. It is recommended to consider the persuasive model of neuromarketing guided to the positioning of third sector organizations as NGOs, which appeals to the consumer’s generosity and subconscious.