Neuromarketing y el posicionamiento de mercado de la ferretería Chávez, Manta 2024.

Abstract

The research on "Neuromarketing and the market positioning of the hardware store Chávez, Manta 2024" focuses on determining how neuromarketing strategies influence consumer perception and the competitive position of the hardware store. The general objective seeks to establish the relationship between neuromarketing and positioning, while the specific objectives focus on three dimensions: visual, auditory and kinesthetic. The results obtained through a quantitative study, with a non-experimental correlational scope, indicate a significant influence of neuromarketing on market positioning, with a high correlation of 0.720. This figure supports the hypothesis that neuromarketing strategies improve brand perception. In the analysis of visual neuromarketing, a correlation of 0.550 was found, suggesting that store design and product presentation are crucial for positioning. The auditory dimension showed a correlation of 0.649, indicating that aspects such as ambient music and customer service positively influence the perception of the hardware store. Finally, kinesthetic neuromarketing presented a correlation of 0.620, showing that the tactile quality of the products impacts the consumer's emotional connection with the brand. Overall, the findings highlight the relevance of implementing neuromarketing strategies in its various dimensions to consolidate and improve the positioning of the Chávez hardware store in the local market, increasing customer satisfaction and strengthening the brand image