Neuromúsica y su incidencia en las decisiones de compra en los emprendimientos del cantón guano

Abstract

This Curricular Integration Work addresses the topic of how, due to the lack of knowledge of neuromusic, the enterprises of the Guano canton have lost market share, which is why the main objective of discovering musical genres and their impact on decision-making is proposed of the ventures in the Guano canton during the year 2023. To achieve this, an investigation was carried out that combined qualitative and quantitative approaches, using a descriptive approach to evaluate each variable independently. The design used was non-experimental, transversal and of a documentary and field type. Deductive and inductive methods were used. The sample used in the research was 384 people, and various techniques were applied such as observation, documentation, interviews and surveys. The latter were subjected to a validation and reliability process to guarantee their reliable use. As a result, it was found that the music played with specific genres at the points of sale directly influences decision making, time spent at the point of sale and fluidity of the rack journey. Based on these conclusions, it was possible to support the hypothesis about whether music influences decision-making in the enterprises of the Guano Canton since the use of correct rhythms will help to energize commercial activities and increase their positioning in the consumer's mind. Consequently, it is concluded that neuromusic effectively has an impact on consumer purchasing decisions, which is why it is recommended to create a playlist of musical genres that positively influence people who come to the Guano canton.