El neuromarketing como estrategia de reactivación económica en restaurantes y bares de la ciudad de Guayaquil

Abstract

The pandemic affected the economic part in the commercial sphere, so bars and restaurants in Guayaquil had to look for economic reactivation strategies to cover all their business expenses. In this context, neuromarketing appears as a fundamental tool to improve the results of these ventures. This research analyzes proposing neuromarketing strategies that promote the economic reactivation of these businesses. The scope of the research is descriptive, the type of research is transversal with a mixed approach. As research techniques, direct observation and surveys were applied to restaurant and bar customers. The main findings of the study show that customers are very detail-oriented and observant in relation to the care and quality of the products, in addition to this they are concerned about variables such as hygiene and safety.