Códigos emocionales para determinar las decisiones de compra en los clientes de la empresa AMC Alquiler de Maquinaria de Construcción en la ciudad de Ambato

Abstract

The objective of this research was to determine the emotional codes that influence the purchase decision of AMC's customers, through opinion research to improve market share in the real estate sector in the city of Ambato, with the purpose of designing strategies based on emotional codes, decisive stimuli in the perception of customers when purchasing a home. The research methodology had a mixed approach, that is, quantitative and qualitative, with a correlational level, non-experimental and transversal design, together with an informative documentary and field research, which allowed gathering relevant information for the inquiry through the application of online surveys to 381 people belonging to the economically active population of the city; An interview was also conducted with the general manager of the company, simultaneously with the data obtained from the biometric Eye Tracking equipment of the Neurolab laboratory, which allowed obtaining information on the reactions of customers to various emotional stimuli. From the results obtained, we identified the emotional orientations that customers have before making a home purchase, relevant aspects about customer preferences, and their purchase intention, and we determined the fundamental elements to establish six key strategies to ensure effective sales management. It is concluded that emotions are key determining factors in the purchase decision. It is recommended to periodically review the execution of the neuromarketing strategies proposed through opinion market research due to the constant evolutions and variations that customers have over time.