Neuromarketing y comportamiento de compra del consumidor del centro comercial “Paseo Shopping” del cantón Portoviejo.

Abstract

The objective of the research is to determine to what extent neuromarketing influences the purchasing behavior of the user of the "Paseo Shopping" Shopping Center in the Portoviejo canton. The research used a descriptive, exploratory and bibliographic methodology. In addition, based on an observation process, quantitative and qualitative data collection and analysis tools were used. Prior to data collection, bibliographic sources were reviewed to delimit the study, for which a survey was conducted of 100 users who daily visit the C.C. The results achieved through the application and study of neuromarketing show a positive correlation between the level of attention and the consumer's sensory responses to different stimuli. Therefore, it is possible to understand how the brain reacts to the stimuli of marketing campaigns and, therefore, the behavior and thoughts of consumers and users who perceive it.