Influencia del Neuromarketing Visual sobre la decisión de compra de los consumidores: caso de estudio Éxito WOW Viva Barranquilla
Neuromarketing has been positioning itself in the market for a couple of decades and is creating the opportunity for brands to have better communication with their customers and an approach that manages to satisfy their needs. In this sense, neuroscience has emerged which has been used to determine...
| Autores: | , |
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| Tipo de recurso: | tesis de maestría |
| Estado: | Versión aceptada para publicación |
| Fecha de publicación: | 2022 |
| País: | Colombia |
| Institución: | Corporación Universidad de la Costa |
| Repositorio: | Repositorio REDICUC |
| Idioma: | español |
| OAI Identifier: | oai:repositorio.cuc.edu.co:11323/9830 |
| Acceso en línea: | https://hdl.handle.net/11323/9830 https://repositorio.cuc.edu.co/ |
| Access Level: | acceso abierto |
| Palabra clave: | Consumidores Decisión de compra Marketing Neuromarketing visual Consumers purchase decision visual neuromarketing |
| Sumario: | Neuromarketing has been positioning itself in the market for a couple of decades and is creating the opportunity for brands to have better communication with their customers and an approach that manages to satisfy their needs. In this sense, neuroscience has emerged which has been used to determine the reason for the actions of consumers in the face of certain stimuli. Its objective is to analyze the influence of neuromarketing on the purchase decision of consumers in the Éxito WOW Viva Barranquilla. An epistemologically based study was developed in the quantitative paradigm, of a correlational descriptive type, and with a non-experimental cross-sectional design. Two Likert-type questionnaires were designed, consisting of 13 and 14 items on an ordinal scale, respectively, which were validated by 3 experts on the subject and were applied to 32 workers and 32 consumers each. Reliability was established using Cronbach's Alpha method with a result of 0.66, for which, its reliability is considered to be high. Statistical analyzes showed significant correlations (p-value ≤ 0.05) between brand and image, role with economy and culture, personality with perception and style, and age with style and personality. Finally, this research constitutes baseline information since a research project involving the visual neuromarketing and purchase decision variables, and their relationship and the analysis of the strategies implemented by the Éxito WOW Viva defined as a case study has not yet been recognized. |
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