Neuromarketing para generar estímulos publicitarios de la empresa Produplas en el sector de San Luis provincia de Chimborazo

Abstract

This study focused on applying neuromarketing to generate advertising stimuli from PRODUPLAS, a company located in San Luis, province of Chimborazo, through the development of several marketing strategies that helped to solve the main problem of the company which is the lack of brand recognition and declining sales. The study was developed under a quasi-experimental methodological design due to the independent variable "neuromarketing" was manipulated, with a cross-sectional field intervention. To obtain the information, a documentary and a field research was applied through an interview with the manager of PRODUPLAS, an online survey applied to potential clients in San Luis, plus the use of biometric equipment such as the eye tracking tool that identified important elements of brand advertising. The information obtained through the design of the SWOT matrix was synthesized which helped to verify the current situation of the company, showing the scarce brand advertising and poor insights. Subsequently, it was shown that the marketing of the brand was inefficient. For this reason, several strategies were generated to promote advertising stimuli based on the connection with customers through story telling that transmitted confidence and security about the products, as well as external merchandising, improving the image of the company and attracting new customers due to this can also be assumed as silent advertisement. Therefore, it was concluded that the advertising stimuli according to the biometric equipment influence the design of advertisement strategies which are not being related to the company's products. Consequently, it was recommended to apply the strategies proposed according to the established time.