Estrategias de neuromarketing para “Baltimore Bar Cafetería”, de la ciudad de Riobamba.

Abstract

The research proposes neuromarketing strategies for "Baltimore Bar Coffee Shop Company” based on analyzes at consumers behavior from the restaurant, an analytical-synthetic methodology was developed, where it was observed the natural causes and the effects of the studied phenomena relate them to each reaction; a survey was applied to 383 people who represents external customers of the company, likewise an experimental meal was performed where the consumer’s brain waves were observed through the use of an electroencephalograph (hereafter, EEG).The survey results indicated variables such as lighting, aroma, presentation of dishes and the company design that they have a direct correlation on the customers experience. The tests applied with the “EEG”, showed that there are peaks of emotions where the food is presented to customers, and at the moments where costumers taste certain food. It was concluded the development of the necessary neuromarketing strategies adapted to the reality of the company, the customers can be more effectively attended. It is recommended to extend the application of this project in companies in the same field.