Neuromarketing para la toma de decisiones en los productos de la canasta familiar en la Provincia de Chimborazo

Abstract

The research addressed how consumers in Chimborazo-Ecuador received between 3000 and 5000 advertisements daily, of which only 10% achieved their objective. In this region, buyers were price-conscious and saw their purchases as long-term investments, but there were no neuromarketing studies that analyzed their influence on the purchase decision-making of basic food basket products, affecting the marketing of clothing. Therefore, the objective of this research was to determine how neuromarketing strategies influence the purchase decision-making of basic food basket products in Chimborazo province. The methodology used was a mixed approach (quantitative and qualitative), with a correlational level and a transversal-non-experimental design. Deductive and inductive methods were applied through surveys, interviews, and focus groups, using questionnaires and interview guides. The results indicated that neuromarketing significantly influenced purchasing decisions, highlighting the complexity of the influencing factors, including economic, cultural, and previous experience aspects. Through the research techniques and instruments, it was possible to identify the most significant results, since neuromarketing influences the purchasing decisions of consumers in Chimborazo province, with these results it is desired to achieve the realization of purchases analyzed before carrying out the execution. In this context, it was concluded that neuromarketing improved decision-making by personalizing messages and creating experiences, increasing customer satisfaction, and motivating purchases by appealing to emotions and subconscious needs. Socioeconomic factors (income level, education, lifestyle and family structures) were identified as influencing the effectiveness of neuromarketing, highlighting the need to tailor strategies to different segments.