Neuromarketing visual y el comportamiento del consumidor del centro comercial mall de pacifico de la ciudad de Manta.

Abstract

This degree research was carried out with the objective of diagnosing the relationship between visual neuromarketing and consumer behavior at the Mall de Pacífico shopping center in the city of Manta. The research design used was quantitative correlational, where the study population consisted of consumers who shop at the shopping center. The data collection techniques were used surveys, a questionnaire with 7 dimensions was applied, which are: visual, auditory, kinesthetic, cultural, social, personal and psychological. Where surveys were used as a data collection tool in which 384 people who visited the shopping center of the city of Manta were taken as a sample. By testing the general hypothesis, it was concluded that there was a relationship between neuromarketing and consumer behavior. It is concluded that customers have a clear and positive perception that involves the variables of visual Neuromarketing and consumer behavior of this shopping center, from which they issue specific criteria that are positive, towards meeting the objectives of the study application.