Neuromarketing sensorial en el punto de venta para posicionar la marca de la empresa American Mega Gym en la ciudad de Riobamba

Abstract

This study aimed to propose a sensory neuromarketing strategy to improve the brand positioning of American Mega Gym in Riobamba, Ecuador, amidst rising competition in the fitness industry. The research included a preliminary site analysis to collect data. A group of clients participated in a visual perception study using Face Tracker technology, which scans facial expressions and generates heat maps to identify the most and least visually engaging areas. These heat maps informed the enhancement of highly viewed areas and the redesign of less visible spaces. The proposal outlined targeted strategies, a budget, and an estimated timeline for implementation. The findings demonstrated that visual stimuli, such as the gym’s logo, effectively captured consumer attention and fostered an emotional connection with the brand. Furthermore, notable elements like a ping-pong table, vibrant colors, and the overall upkeep of the facility attracted significant attention, highlighting the importance of a cohesive sensory experience in shaping customer perceptions and promoting loyalty. The proposed strategies aim to distinguish the brand while reinforcing its leadership position in the local fitness market, ensuring a sustainable competitive edge. The study concluded that sensory neuromarketing is a valuable tool for influencing consumer emotions, enhancing brand recognition, improving customer experiences, and achieving market differentiation.