“Neuromarketing para determinar el comportamiento de compra del consumidor en la empresa Cliff publicitario en la Ciudad de Riobamba"

Abstract

The company "Cliff Publicitario" from Riobamba city reveals a critical and urgent problem in the understanding and adaptation to the purchasing behavior of its customers. The company faces a significant challenge due to the lack of knowledge about how sensory stimuli and emotions affect the purchasing decisions of its customers. The objective was to analyze how neuromarketing affects the purchasing behavior of Cliff Publicitario consumers. The research was conducted using a quantitative approach, using surveys specifically designed to collect relevant data from consumers. These surveys provided accurate information about consumer opinions and preferences to the company's marketing tools. The analysis of the data allowed the identification of behavioral patterns and responses to certain neuromarketing stimuli. The results demonstrated that neuromarketing strategies have a great direct influence on certain purchasing and consumption patterns of the surveyed customers. It was observed that the neuromarketing stimuli applied managed to capture the attention of consumers and modify their purchasing decisions. These findings provided a broad insight into the motives behind customers' actions and responses to certain marketing stimuli. Based on the results, strategies based on neuromarketing tools were formulated to improve Cliff Advertising's business results. The importance of using these tools consistently and strategically to remain competitive in the market was highlighted. It is crucial for the company to continually evolve and adapt through new neuromarketing strategies to ensure continued and sustainable growth in the advertising sector.