Análisis del neuromarketing en los gustos y preferencias de los consumidores de bebidas energizantes

Abstract

This research focused on the use of neuromarketing as a strategy to attract consumers of energy drinks in an increasingly demanding market. An empirical study was carried out, with a non-experimental design, with a descriptive scope, using surveys and interviews as a research technique that was applied to 385 consumers and 3 experts in the area of marketing. The results obtained identified effective neuromarketing strategies to attract and retain users, as well as influential factors in their purchasing decisions. These findings allow companies to develop more competitive strategies adapted to consumer preferences, increasing their competitiveness in the energy drink market.