Neuromarketing y las Estrategias de Comunicación de la Inmobiliaria Avalía de la ciudad de Riobamba

ABSTRACT: This research work aims to determine the incidence of neuromarketing in the communication strategies of Inmobiliaria Avalía in the city of Riobamba. The methodology used to carry out the research was the hypothetico-deductive method. The starting point was a hypothesis that was verified as the study progressed. The research approach is descriptive and not experimental, so the company Inmobiliaria Avalía was chosen as the object of study. The research results will show that neuromarketing significantly influences communication strategies by offering a deeper perspective on how consumers react to marketing stimuli. This discipline allows us to understand consumers' emotional responses. It will enable us to optimize visual and verbal messages, personalize strategies according to individual neurological profiles, and construct coherent emotional narratives. Neuromarketing encourages designing captivating user experiences, recognizing the importance of activating positive neurosensory responses for more effective communication. Likewise, in preparing this report, the survey technique was applied to the sample of regular clients of the Inmobiliaria Avalía company in Riobamba. A questionnaire with closed questions was used to collect information. The collected data were processed using statistical tables and graphs in Microsoft Excel. The hypothesis was verified using SPSS software, which facilitates data management, organization, and analysis for straightforward interpretation.

• Autor principal: Urbina Maldonado, Viviana Fabiola (author)
• Formato: bachelorThesis
• Lenguaje: spa
• Publicado: 2023
• Materias: Neuromarketing; estrategias; comunicación; emociones
• Acceso en línea: http://dspace.unach.edu.ec/handle/51000/12117