Sesgos cognitivos y el comportamiento de compra de calzado en el Cantón Guano, Provincia de Chimborazo

Abstract

This research explored the influence of cognitive biases on footwear purchase decisions in Guano canton, employing a mixed methodological approach that integrated quantitative and qualitative techniques, such as eye tracking, surveys, observation, and focus groups, to collect data the main objective was to determine how these biases affect consumer preferences and their impact on marketing strategies. The methodology allowed the identification of a significant correlation between cognitive biases and purchase decisions, highlighting the importance of considering these factors in the development of effective marketing strategies, the results suggest that a deep understanding of cognitive biases can enhance marketing campaigns' effectiveness, increasing industry competitiveness. Finally, the study concludes that the application of consumer psychology knowledge in marketing strategies is not only crucial for commercial success in the footwear sector but also contributes to the development of more innovative marketing practices tailored to consumers' psychological needs, thus providing a solid foundation for future research and practical applications in the field of marketing and consumer psychology.