Los insights de Neuromarketing como herramienta para medir la percepción de los clientes. Caso: Empresa “Eduardo Granizo” de la ciudad de Riobamba

Abstract

In the present research work, an analysis of the neuromarketing insights in the real estate Eduardo Granizo was carried out, which allowed us to know the perception of customers in the presence of a stimulus and how this factor influences the purchase decision, contributing to this way to the improvement, competitiveness and prestige of the company in relation to the competition. In the first instance, a direct observation of the model houses was carried out to obtain images of the area and work on the eye tracking biometric team. Surveys were applied to the economically active population employed in the urban sector of the city of Riobamba, in order to know the motivations, emotions, preferences that influence the purchase of real estate. With direct observation, it was possible to know what the consumer's insights are, that is, the perception that the individual has of the brand, which has resulted in the creation of pyramids of insights where the person's thinking, acting and feeling are concentrated. Within the study, it was evident that more than 50% of the respondents consider that the perception and motivation of the person influences the purchase decision. These factors allowed the creation of innovative strategies, such as the implementation of Content Marketing and Insights Pyramids in order to create a connection between the company and the customer. Due to this, the company is recommended to work with Neuromarketing tools in order to attract and retain customers efficiently and effectively.