Neuroeconomía para la toma de decisiones de consumo en el mercado del cantón Guano

Abstract

The objective of this research work was to develop a study of neuroeconomics for consumer decision making in the Guano canton market, in order to determine which factors influence decision making, with the purpose of designing strategies based on the motivating factors of consumers. The methodology used for this research was a mixed approach, i.e. qualitative and quantitative, non-experimental transversal design, documentary and field type, the methods used were deductive-inductive, analytical, synthetic and systematic, on the other hand, a survey was applied, which allowed obtaining important information, in which a sample of 376 people belonging to the economically active population of Canton Guano was used; In addition, a focus group was conducted, in which a conversation was held with 10 people, then with the data provided by the biometric equipment Eye Tracking, the atention of consumers in advertising was identified. According to the results it was found that the factors that motivate customers to consume in the popular market of Canton Guano are the existence of; yapa, savings, variety of products, hygiene, good customer service, quantity and safety. For the development of the proposal, two models were used, the first of Paul Glimcher's neuroeconomics called "multiple selves" and the second of Bernal's decision making called "YES and NO system". After the analysis it can be concluded that neuroeconomics does influence consumer decision making since it allows identifying the intrinsic motivational elements in people. The use of neuroeconomics is recommended since it allows transforming these elements into placental content, making the strategies used more efficient and effective.