“Neuromarketing deportivo para posicionar al departamento de cultura física de la ESPOCH”

Abstract

This research aimed to position the physical culture department of Espoch by means of sports neuromarketing strategies. The methodology had a qualitative approach where information was collected that served for the two study variables, and quantitative because statistical data was collected, with a descriptive level, non-experimental because the variables were not moved and cross-sectional since the data collection was executed in a specific time, the methods used were deductive and inductive, a type of documentary and field study was conducted, surveying 375 individuals who were teachers, students, workers and polytechnic employees of the city of Riobamba. Consecutively the reliability and feasibility analysis was performed using Cronbach's alpha coefficient in a program called SPSS, where pilot surveys were conducted on 30 individuals, and the result was obtained as 0.65 of internal feasibility of the instrument; the idea to defend was raised, the interview was led to the coordinator of the physical culture center of the ESPOCH, using biometric equipment of Neurolab three publications were tested obtaining areas of interest (time of the first fixation, duration of the first fixation and total duration of the fixations). It is concluded that neuromarketing is extremely necessary for realizing these strategies, strengthening them, and serving as a support for which the implementation of the proposals is recommended for further research linked to the subject treated.