una Effect of neuromarketing on the purchasing decision of citizens of the El Cambio parish

Abstract

The general objective of this research was based on analyzing the effect of neuromarketing on the purchasing decision of the citizens of the El Cambio parish, establishing its relationship and impact. These aspects were evaluated through a documentary research with bibliographic support and with a mixed approach combining qualitative and quantitative methods supported by the analysis of the application of surveys to a sample of 371 people. It was determined that neuromarketing is closely related to the purchasing decision through the Pearson correlation obtaining a coefficient of 0.91. Thus concluding that neuromarketing is a tool used by companies to know and measure the reactions and thoughts of consumers when buying, allowing companies to identify consumption patterns. In addition to this, its strategies allow a connection between the brand and the customer through their emotions, generating positive or negative experiences that greatly affect the purchasing decision of consumers. In this sense, the sample studied allowed us to determine that there is an undeniable effect of neuromarketing on people's purchasing decisions, which forces companies to constantly innovate in their strategies to improve their sales and competitiveness. To do this, they need to be clear about how to persuade consumers through strategies that affect their emotions, creating attachment, loyalty, brand fidelity and making the customer feel comfortable with what they buy.