Neuromarketing para el posicionamiento de la empresa de balanceados exibal de la Ciudad de Riobamba

Abstract

The main problem was the lack of use of neuromarketing tools in the EXIBAL company, which caused the lack of effective strategies and therefore a low positioning in the market. The general objective of this study was to develop neuromarketing strategies for the positioning of the EXIBAL a company of balanced products located in Riobamba city, period April-August 2023. The methodology applied was mixed, with a correlational level, non-experimental class, transversal, documentary and field research; The methods applied: the inductive, deductive, analytical, synthetic; through techniques such as: a survey, an interview, in addition to biometric Eye Tracking research; where it was found that 6% of the surveyed population claimed to always remember the brand, and 34% claimed to almost never remember it, in addition, 36% of those surveyed stated that they almost never felt satisfied with the attention it provided them and only 8% of those surveyed always felt satisfied. On the other hand, the company sought to know and understand the desires and needs of customers through market research and traditional marketing strategies. Despite not knowing the term neuromarketing, they were open to exploring it to improve its positioning.The results obtained from eye tracking showed that advertising on social networks is inefficient, since it was not attractive or striking for the participants, with other elements having a greater attachment and not the brand or the products. It is concluded that neuromarketing affects positioning, establishing a proposal that strengthens the image of the brand in its market through neuromarketing strategies, managing to position EXIBAL in the market, being a basis for subsequent research related to the productive sector. It is recommended to consider the persuasive model of neuromarketing guided by positioning, which seeks to reach the consumer's subconscious and build loyalty.