Neuromarketing para posicionar al laboratorio Neurolab de la carrera de Mercadotecnia de la ESPOCH

Abstract

This research was conducted with the objective of generating neuromarketing strategies for the positioning of the Neurolab Laboratory of the Escuela Superior Politécnica de Chimborazo located in the city of Riobamba, because it is in the process of introducing to the market to provide Neuromarketing consultancies. The research used a mixed approach, both qualitative and quantitative, with a correlational level of research, handling a non-experimental design of transversal type in a single data collection, a field study was used for data collection and a documentary for the conjunction of the bibliographic source. As a research technique, a survey was used to determine the knowledge of the laboratory in the companies of the city of Riobamba, an interview with the company's administrator was also applied, together with the biometric study (EYE TRACKING) to measure the levels of attention in the advertisements and the analysis of the brand. Through the results of the survey and the interview, it was demonstrated that Neurolab laboratory lacks knowledge of the companies. Neuromarketing strategies were conducted to position the establishment with the guiding models of both neuromarketing with the persuasive marketing model and positioning with the Kotler and Keller models. It is concluded that the Neuromarketing strategies will position the Laboratory in the city of Riobamba and at the same time it is recommended to follow the strategies proposed for greater benefit.