Impacto del neuromarketing en el comportamiento del consumidor para la empresa Publisoft en la Ciudad de Guayaquil.
Fecha
2017
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Universidad de Guayaquil Facultad de Ciencias Administrativas
Resumen
Toda empresa precisa de los consumidores para poder desarrollar sus ventas y por ende para su existencia, es para ello que en el mundo del mercadólogo existen diferentes estrategias que contribuyen a cumplir este objetivo; este trabajo presenta como problema la falta de fidelización en los clientes de la empresa Publisoft, debido al poco uso de estrategias de marketing, entendido esta problemática, se planteó los objetivos en donde el principal fue el analizar la influencia de las estrategias de marketing en el comportamiento del consumidor para la fidelización del cliente para la empresa Publisoft, la justificación se basó ante la necesidad de que toda empresa necesita de los clientes, si no mantienen una cartera fija y fidelizada sencillamente sus ventas no serán regulares. Para el desarrollo de la investigación se utilizó el tipo de indagación exploratorio y descriptivo, porque se debió recolectar información pertinente de aquellos clientes que ya se encontraban dentro de la cartera de la empresa y determinar las características diferenciadoras que tiene Publisoft, por medio de la encuesta se recolectó dichos datos los cuales fueron procesados y presentados en figuras y tablas para su fácil comprensión. Se utilizó como propuesta el neuromarketing, para estudiar el pensamiento de los clientes y determinar qué sentido estimular para su convencimiento en contratar los servicio de Publisoft.
Every company needs the consumers to be able to develop its sales and therefore for its existence, it is for that reason that in the world of the marketer there are different strategies that contribute to fulfill this objective; This work presents as a problem the lack of loyalty in the clients of the company Publisoft, due to the little use of marketing strategies, understood this problematic, the objectives were raised where the main was the analysis of the influence of marketing strategies in the Consumer behavior for customer loyalty for the company Publisoft, the justification was based on the need for every business needs of customers, if they do not maintain a fixed and loyalty portfolio simply their sales will not be regular. For the development of the research the type of exploratory and descriptive inquiry was used, because it was necessary to collect pertinent information of those clients that were already within the portfolio of the company and to determine the differentiating characteristics that has Publisoft, through the survey These data were collected and processed and presented in figures and tables for easy comprehension. The neuromarketing was used as a proposal, to study the thinking of the clients and to determine what sense to stimulate for their conviction in hiring the Publisoft service.
Every company needs the consumers to be able to develop its sales and therefore for its existence, it is for that reason that in the world of the marketer there are different strategies that contribute to fulfill this objective; This work presents as a problem the lack of loyalty in the clients of the company Publisoft, due to the little use of marketing strategies, understood this problematic, the objectives were raised where the main was the analysis of the influence of marketing strategies in the Consumer behavior for customer loyalty for the company Publisoft, the justification was based on the need for every business needs of customers, if they do not maintain a fixed and loyalty portfolio simply their sales will not be regular. For the development of the research the type of exploratory and descriptive inquiry was used, because it was necessary to collect pertinent information of those clients that were already within the portfolio of the company and to determine the differentiating characteristics that has Publisoft, through the survey These data were collected and processed and presented in figures and tables for easy comprehension. The neuromarketing was used as a proposal, to study the thinking of the clients and to determine what sense to stimulate for their conviction in hiring the Publisoft service.
Descripción
Palabras clave
NEUROMARKETING, FIDELIZACIÓN, CLIENTES, COMPORTAMIENTO