Neuromarketing y su influencia en la decisión de compra de vehículos Chinos en concesionarias, Manta.

Abstract

The present research examines the influence of neuromarketing on the purchase decision of Chinese vehicles in the concessionaires of Manta, Ecuador, the study uses a quantitative methodology with an exploratory and descriptive approach, making use of the IBM SPSS 27.0 statistical program, the reliability of the instrument was analyzed and confirmed with the Cronbach alpha coefficient of 0.800 that demonstrates high reliability by the surveys applied to the sample that are part of the Manta PEA, the research analyzes three main dimensions of neuromarketing (psychology, association and behavior) and three aspects of the purchase decision (customer, product And service), the results demonstrate the growing importance of Chinese automotive brands in the local market, which have evolved reveals how neuromarketing strategies can help concessionaires better understand consumers’ purchase decision-making processes and improve their market positioning.