Neuromarketing mix para generar estímulos sensoriales en la empresa “Kinsa” publicidad & diseño gráfico en el cantón Baños de Agua Santa

Abstract

This research aimed to develop a neuromarketing mix plan to generate sensory stimuli in the company "KINSA" advertising & graphic design in Baños de Agua Santa. For which a methodology was applied with a mixed approach (quantitative - qualitative), with a descriptive - correlational level of research. First, a description and measurement of the independent variable (neuromarketing mix) and dependent (sensory stimuli), to develop an operational matrix where the dimensions of the neuromarketing mix and sensory stimuli were identified. This process was carried out to use questions for both the interview and the survey, where convenience sampling was used, applied to 379 people from the economically active population of Baños de Agua Santa Canton, resulting in a deficiency in the independent variable, promotion dimension, since digital marketing is not used correctly to disseminate and promote its brand, products, and services within the market. It was determined that the neuromarketing mix does generate sensory stimuli in the company KINSA advertising & graphic design, since, by means of a Rho Spearman correlation, a result of 0.576 was obtained, which corresponds to a moderate correlation range, where it was evidenced that the null hypothesis is rejected to accept the alternative hypothesis. A positive criterion was also obtained from the manager of the entity, since the Neuromarketing mix, sensory stimuli and advertising are related to each other. Based on the findings, seven neuromarketing mix strategies focused on sensory stimuli were proposed to improve internal and external aspects of the entity within the Canton. After the information analysis and interpretation, it was concluded that 88% of the people surveyed affirmed that the neuromarketing mix is a communication tool within the market due to its high value content, and 92% mentioned that sensory stimuli (VAKOG) are present in advertising all the time. Therefore, it is recommended that the entity apply the proposed strategies and maintain a continuous control to achieve the ideal results.