“Códigos emocionales para identificar las decisiones de compra en los consumidores de “Mar y Sierra Carnes y Mariscos” en la ciudad de Riobamba”

Abstract

The present study aimed to determine emotional codes to identify consumer purchasing decisions. This research was deductive in nature, inductive starting from emotional codes to purchasing decisions, the analytical, synthetic and systemic methods allowed the interpretation of tables, figures and the verification of the hypothesis. Similarly, it had a qualitative and a quantitative approach, with an exploratory level, and a descriptive and a correlational research, it also had a non-existent experimental design with a cross-sectional nature because a single data survey was carried out, the type of study was documentary using digital and field bibliography for the collection of data. In addition, techniques such as a survey and an interview were applied to the competition to know the emotional experience transmitted by their restaurants. A measurement was made with the biometric “eyetracking” equipment to identify the points of attention in advertisements placed around the restaurant. With the results, it was shown that they lacked promotional material, presence in social networks, they used inappropriate music, and a simple decoration of plates. Therefore, some strategies were designed to prevent these weaknesses adapted to the persuasive model of neuromarketing and the Fishbein model which were directly related to the consumer decisions focused on emotional codes and sensory stimuli that motivated a purchase. Therefore, it was concluded that emotional codes definitely influence purchasing decisions by consumers.