Estrategias de neuromarketing para la internacionalización de la marca ZIZI Fashion en Medellin-Colombia

Neuromarketing oversees associating marketing tools and techniques with the neural sciences of consumers and representing a potential exploration in the future of companies. The present study aims to design neuromarketing strategies for the fashion brand ZIZI FASHION in Medellin - Colombia. For the development, applied research was used, which focuses on applying primary information from customers with the development of previous surveys and secondary studies, with a mixed approach, combining qualitative and quantitative aspects to establish the strengths, weaknesses, opportunities and threats of the company. As for the current situation of the brand, it has a solid operational, capital, suppliers and customer base, however, it faces challenges such as vulnerability to changes in the trade policies of the two countries and the competition. Under this context, to internationalize the brand, neuromarketing strategies are established to help improve the shopping experience of customers and strengthen emotional connections with the company, generating a sensory attractive shopping environment through the design of the store and development of campaigns in all digital media, resulting in an ROI of $ 5.8 synonymous that the implementation of neuromarketing strategies for the internationalization of the brand is ideal.

• Main Author: Erazo Cadena, Hugo Sebastian (author)
• Format: bachelorThesis
• Published: 2024
• Subjects: estrategias de neuromarketing, internacionalizar, entorno de compra, marca
• Online Access: https://repositorio.puce.edu.ec/handle/123456789/44556