Códigos emocionales para determinar el comportamiento de compra de las mujeres en los productos de la cervecería artesanal nefer de la Ciudad de Riobamba

Abstract

The research addressed the impact of emotional codes on women's purchasing decisions in relation to the products of the NEFER craft brewery, located in the city of Riobamba. The main objective was to identify the emotional codes to determine the purchasing behavior of women in the products of the NEFER craft brewery. The research focus was on identifying the emotional codes that generated meaningful connections with women and that influenced their choices of beer products. The methodology adopted combined quantitative and qualitative approaches, collecting data through surveys aimed at women in the city and complementing it with interviews with brewery staff. In addition, a biometric tool, Facereader, was used in the Neurolab laboratory to analyze the emotional responses of the participants to stimuli related to the products. The results obtained shed light on the emotions prevalent in the purchasing decision-making process of women in the context of craft beers. Relevant aspects such as preferences and purchase intentions were examined, providing a deeper insight into how emotional codes impacted the perception and choice of craft brewery products. From these results, key strategies were generated to optimize sales management based on the emotions detected. The central conclusion was that emotions played a crucial role in women's purchasing decisions in this specific context. Likewise, the need to periodically review the proposed marketing strategies was highlighted, considering the constant evolution of consumer preferences and attitudes.