Influencia de las estrategias del Neuromarketing en el comportamiento de compra de prendas de vestir del género femenino en los locales del norte de la ciudad de Guayaquil

Abstract

Neuromarketing is responsible for investigating how the consumer reacts to a stimulus and how it behaves against it. Therefore, the purpose of this article was to establish the incidence of Neuromarketing in clothing consumers in northern Guayaquil. The research methodology was framed in the type of mixed research (qualitative and quantitative): qualitative allowed to know the perspectives, tastes, beliefs of the potential consumers and the quantitative, helped determine in figures, the opinions of each of the selected in the sample. Regarding the research techniques, the focus group and the survey were used in order to gather information pertinent to the subject of study. It was determined that the behavior of consumers is influenced by external (advertising) and internal (emotions and needs) aspects, being able to establish that the visual and auditory strategies according to the population's lifestyles and socioeconomic levels allow attracting and loyalty to potential consumers.