Impacto del neúromarketing en la fidelización de los productos plásticos del grupo hg en la Ciudad Guayaquil
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Fecha
2016
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Universidad de Guayaquil Facultad de Ciencias Administrativas
Resumen
El Neuromarketing representa la unión entre saberes tales como el conocimiento psicológico y neurológico, las nuevas tecnologías derivadas de las neurociencias y el marketing, para estudiar las reacciones del cerebro del comprador ante ciertos estímulos. Se puede decir que el Neuromarketing representa un encuentro entre el conocimiento psicológico y médico, las nuevas tecnologías y el marketing, para estudiar las reacciones del cerebro ante ciertos estímulos. Dicho de otra manera, es intentar “leer la mente” del consumidor, conocer sus deseos, que es lo que los motiva para hacer, a su parecer, la mejor toma de decisión a la hora de comprar o consumir un bien producto o servicio, incluso antes que el mismo lo descubra. Y, ¿Por qué intentar descubrir lo que piensa el consumidor o el grupo objetivo con tales técnicas si puede preguntarle directamente al consumidor o grupo objetivo de un servicio? Sencillamente, porque la mayoría de las decisiones de compra o consumo no responde a patrones estrictamente “racionales” es decir influyen las emocione, motivaciones expectativas, etc. Establecer los parámetros de fidelización hacia una marca o producto es una de las finalidades que los expertos mercadólogos buscan constantemente, en algunas ocasiones teniendo éxitos y en otras produciendo la caída de un producto bien o servicio. Por lo que las reglas de como tener éxito total no se pueden aplicar a todos los productos creyendo que se tendrá éxito en esta causa. El presente proyecto establece varios parámetros aplicados a una marca para buscar lo tan anhelado por las empresas la fidelización de los productos que tiene en el mercado, basando la investigación en los consumidores frecuentes y no frecuente. Con una propuesta que permita el inicio de este camino para estar en el cerebro de los consumidores.
Neuromarketing represents the union between knowledge such as psychological and neurological knowledge, new technologies derived from neuroscience and marketing, to study brain reactions to certain stimuli buyer. You can say that Neuromarketing represents an encounter between psychological and medical knowledge, new technologies and marketing, to study brain reactions to certain stimuli. In other words, it is trying to "read the mind" of the consumer, know your wishes, that is what motivates them to do, in his opinion, the best decision making when buying or consuming a good product or service, even before it finds out. And, why try to find out what you think the consumer or target group with such techniques if you can ask directly to the consumer or a service target group? Simply because most consumer purchasing decisions or does not respond to strictly "rational" ie patterns influence the thrill, expectations, motivations, etc. Set parameters loyalty to a brand or product is one of the purposes that experts marketers are constantly looking, sometimes taking other producing successes and fall of a product or service. So the rules as having overall success can not be applied to all products believing that success in this case will have. This project establishes several parameters applied to a brand to find the long-awaited by businesses loyalty products have on the market, basing research on frequent and infrequent consumers. With a proposal to the beginning of this road to be in the brains of consumers.
Neuromarketing represents the union between knowledge such as psychological and neurological knowledge, new technologies derived from neuroscience and marketing, to study brain reactions to certain stimuli buyer. You can say that Neuromarketing represents an encounter between psychological and medical knowledge, new technologies and marketing, to study brain reactions to certain stimuli. In other words, it is trying to "read the mind" of the consumer, know your wishes, that is what motivates them to do, in his opinion, the best decision making when buying or consuming a good product or service, even before it finds out. And, why try to find out what you think the consumer or target group with such techniques if you can ask directly to the consumer or a service target group? Simply because most consumer purchasing decisions or does not respond to strictly "rational" ie patterns influence the thrill, expectations, motivations, etc. Set parameters loyalty to a brand or product is one of the purposes that experts marketers are constantly looking, sometimes taking other producing successes and fall of a product or service. So the rules as having overall success can not be applied to all products believing that success in this case will have. This project establishes several parameters applied to a brand to find the long-awaited by businesses loyalty products have on the market, basing research on frequent and infrequent consumers. With a proposal to the beginning of this road to be in the brains of consumers.
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NEUROMARKETING, CONSUMIDORES, POSICIONAMIENTO, MARCA