ANÁLISIS SOBRE LAS DECISIONES DE COMPRA Y LA INFLUENCIA DE LA NEUROCIENCIA EN EL CONSUMIDOR LOJANO
This research focuses on analyzing how neuroscience affects the purchasing decisions of consumers in Loja city. Three main objectives are established: first, to identify the main marketing techniques that elicit emotional responses in consumers; second, to characterize the purchasing process of “con...
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| Format: | bachelorThesis |
| Idioma: | spa |
| Publicat: |
2024
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| Matèries: | |
| Accés en línia: | https://dspace.unl.edu.ec/jspui/handle/123456789/30389 |
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Afegir etiqueta | Sumari: | This research focuses on analyzing how neuroscience affects the purchasing decisions of consumers in Loja city. Three main objectives are established: first, to identify the main marketing techniques that elicit emotional responses in consumers; second, to characterize the purchasing process of “consumidores Lojanos” considering neuropsychological factors; and third, to examine how these marketing techniques influence purchasing decisions in the “mercado lojano”. The study adopts a descriptive and mixed methodological approach, using instruments such as questionnaires and surveys to collect data from a significant sample of 383 working- age consumers. The results indicate that marketing techniques, which generate different emotional responses, include quality service, memorable shopping experiences, discounts and offers, and product presentation and features. The conclusions highlight that “consumidores lojanos” are particularly sensitive to price, value friendliness, and trust as decisive factors in product selection. Interestingly, purchase decisions are observed to be unconsciously influenced by emotions. This study provides valuable insights into consumer behavior and offers guidelines for designing more effective marketing strategies in the Loja region. |
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