Neuromarketing y su influencia en la decisión de compra: Almacén U.S. Polo ASSN, Manta.

Abstract

The purpose of this research is to analyze how Neuromarketing influences the purchase decision of customers of the U.S. Polo ASSN store in the city of Manta. The methodology used contains a mixed approach (qualitative-quantitative), exploratory, explanatory, descriptive, field, correlational and bibliographic, under the inductive method with convenience sampling. Data were collected by means of a Likert scale survey applied to 102 clients and validated under Cronbach's Alpha, obtaining a value of 0.997. The results were analyzed in IBM SPSS 27 software, using Kendall's Tau_b (0.971) and Spearman's Rho (0.992) coefficients, revealing a strong positive correlation between the variables, concluding that cognitive, sensory and emotional elements guide consumers' purchases, thus highlighting the importance of knowing how the brain works to influence their choices.