Neuromarketing para el desarrollo de nuevos productos de la línea de ropa “Savery” en la boutique Scandalo de la ciudad de Riobamba

Abstract

This Curricular Integration Work deals with neuromarketing and how it influences the development of new products for the "Savery" clothing line in the Scandalo boutique in Riobamba city, which had the general objective of designing a neuromarketing plan through a market study developing strategies focused on stimulating different parts of the brain. Starting with the collection of information related to neuromarketing, parts of the brain, neuromarketing measurement tools and concepts of fashion and style with extensive bibliographic support. The research methodology had a qualitative, quantitative and mixed approach, making use of data collection techniques such as the survey directed to the PEA of Riobamba, and people who visit the place in addition to direct observation. With a cross-sectional, correlational, non-experimental, documentary and field research design. Likewise, the investigative methods used are: deductive, inductive, analytical and synthetic. It is denoted by means of the neuromakerting tool that the desired areas of interest have no relevance in the advertising offered by the brand. The proposal is developed with the situational analysis allowing to discover internal and external factors that directly or indirectly influence the boutique, making use of tools such as: eye tracking, SWOT matrix, strategic SWOT, statistical analysis of fixation time results, total fixation, route maps and heat maps. Finally, neuromarketing strategies focused on merchandising, sensory marketing, content marketing and engagement based on principles such as loyalty, positioning and attraction were carried out, which were elaborated from the bibliographic and field information collected. It is recommended to use the proposed hybrid persuasive-positioning model, aligned to the objectives of the boutique with respect to the point of sale and social networks.