Neuromerchandising para fidelizar a los clientes del establecimiento artesanal Allauca Pancho del cantón Guano

Abstract

The craftsman of Guano canton do not know or do not use neuro merchandising to build customer loyalty, where they should not only know the customers superficially or demographically but it is also important to know what they think, what they need, and how they behave when making a purchase decision, Therefore, the objective of this research was to design a neuro merchandising plan to build customer loyalty in the handicraft establishment ALLAUCA PANCHO in the Guano canton, September 2022 - March 2023. The methodology implemented had a qualitative and quantitative approach, a non-experimental design of transversal type was used since the described variables were not manipulated and it was developed in a determined period of time, the population under study were the current and potential clients of the establishment, being fundamental the application of a documentary and field research to obtain the respective information through methods, techniques, and instruments, among which were the interview directed to the manager of the establishment, the survey and the experiment with the eye tracking were applied to the current and potential clients of the establishment. Through this methodology, it was determined that the establishment does not have a neuromarketing model, and customers are unaware of the different products and offers offered by the establishment, also in relation to customer loyalty it was found that there is no model for customer loyalty that allows a permanent follow-up to have a better relationship between customers and the company. In this context, it is concluded that the establishment does not have adequate neuro merchandising which prevents customer loyalty, so it is proposed a neuro merchandising model that has strategies according to the needs of the establishment and that will contribute to the development of the same.