Neurogastronomía para incrementar la percepción sensorial de la comida típica de la ciudad de Riobamba

Abstract

The purpose of this research work was to link the incidence of Neurogastronomy and sensory perception in the development of neuro-gastronomic strategies of the typical food of Riobamba city, through the experiential model of Sensory Marketing (Sensogram, attention, visual, olfactory, gustatory and tactile). The methodology used was mixed (qualitative and quantitative) at a correlational, non-experimental, cross-sectional, documentary and field level. The methods used were: deductive, inductive and analytical, through the following techniques: a survey of 384 people, an interview with the merchants for the current internal analysis, a biometric research by means of eye tracking to determine the areas of interest of three photographs together with the respective fixation times (time of the first fixation, duration of the first fixation and total duration of the fixations). Eye Tracking identified the value of managing a suitable and attractive presentation of each of the typical dishes. On the other hand, use the electroencephalogram of 1 point and the analysis of three songs with intervals of 20 seconds proposed to stimulate the auditory perception of the consumer by measuring the level of (attention, measurement and blinking). It was identified that national music can stimulate the auditory part of consumers since it creates pleasant emotions in the minds of customers. It is concluded that Neurogastronomy does increase the sensory perception of typical food, establishing a proposal that allows the strengthening of the perception of typical dishes and the motivation towards the purchase, serving as basis for future researches about the subject.