Neuromarketing y su influencia en las decisiones de compra del consumidor de alimentos procesados

Abstract

This research analyzes the influence of neuromarketing on the purchasing decisions of consumers of processed foods in the city of Guayaquil. The objective of the study was to identify how strategies influence purchasing behavior. The specific objectives were to identify common neuromarketing experiments, evaluate their impact on purchasing decisions, and propose positive strategies for their implementation. The methodology applied was a mixed approach with a descriptive scope, and the population consisted of 384 consumers of processed foods. The results showed that most respondents were unfamiliar with the term “neuromarketing,” but they did accept the influence of stimuli and emotions provoked by advertising. Sensory experience is also very important for purchasing decisions, which are sometimes compulsive. In terms of conclusions, neuromarketing is a key but underutilized tool that allows brands to capture attention, generate emotional connections, and build consumer loyalty. This research recommends strengthening multisensory and neuropackaging strategies to effectively position products in a competitive environment.