Neuromarketing para determinar las percepciones sensoriales de la cerveza artesanal nefer de la Ciudad de Riobamba

Abstract

This research was conducted to generate strategies through neuromarketing to determine the sensory perceptions of NEFER craft beer located in Riobamba city, with little experience in the market NEFER has had a good reception because in the market there is little variety of craft beers and NEFER Craft Brewery has put a variety of high-quality beers. This research was conducted with a mixed qualitative and quantitative approach, with a correlational level of research, using a non-experimental design of cross-sectional type because a single data collection was performed, likewise, a field study was used to obtain data and a documentary study for the collection of bibliographic sources, As a research technique, a survey was used to determine the knowledge of the NEFER Craft Brewery in Riobamba city, the brewery owner interview was also applied, the study was conducted with a biometric equipment Electroencephalogram (EEG) to measure the sensory perceptions at the time of consuming the craft beer. With the results obtained from the survey and the interview, it was possible to verify that the NEFER Craft Brewery lacks knowledge of Neuromarketing to improve sensory perceptions. Neuromarketing strategies were carried out with the AIDA model. It is concluded that the Neuromarketing strategies will allow to determine in a better way the sensory perceptions of the consumers of NEFER Craft Brewery in Riobamba city, through these implemented strategies it is intended to reach new potential clients and to be able to position itself in a better way in the market and therefore it is recommended to provide the respective follow-up of the strategies that are established for a greater benefit on NEFER Craft Brewery.