Neuromarketing para posicionar la empresa vinos camelier en la Ciudad de Riobamba

Abstract

Vinos Camelier faced significant challenges due to the lack of understanding of the emotional and cognitive responses of consumers. Therefore, the objective of this research was to design neuromarketing strategies to improve the positioning of Vinos Camelier, a company located in Riobamba city. The methodology used was a mixed approach (quantitative and qualitative); the level of research was correlational; a design was used according to the manipulation and the intervention; it was field and documentary study to obtain information through methods, techniques and instruments, such as an interview to the owner of Vinos Camelier and a survey applied to a sample of the economically active population of Riobamba city. Through the applied methodology, it was possible to determine the need to implement effective strategies as Vinos Camelier does not have a positioning that allows it to increase its sales. It is concluded that the analysis of the current situation has revealed a crucial relationship between neuromarketing and the positioning of Vinos Camelier by understanding the emotional and cognitive responses of consumers, the company can adjust its strategies to strengthen its position in the market.