Estrategias de neuromarketing para la creación y difusión de una marca de productos desarrollados en base de guayusa, en la ciudad de Riobamba, provincia de Chimborazo.

Abstract

The present research work has the aim to desing strategies of neuromarketing to the creation and the broadcast of a developed products Brand bsed on Guayusa, like new bisiness strategies that allow to create of new industries in the country, with regional products do not exploit in an affective way, the methodology use in the reserch sinsisted in the use of techniques and reserch instruments for the data recolection, basically the necessary data were obtained through the application of surveys; instrument that allowed to clarify about the tastes and preference of people when consuming organic products, the which ones that allowed to have a wider vision for the application of the proposal. Within the main result it was possible to identify that, in the city of Riobamba, the offer of products made from Guayusa, is minimum, a great majority of people represented by 85%, does not know the existence of a brand in the market that sells Guayusa, in terms of the demand for natural products such as tea and energizers 48% acquires in medium proportions. The application of the products like the tea and the energizing; for the creation of a olfactory brand has been defined in order to generate ownership in the unconscious of customers and encourage the purchase, in the same way, it has been planned to accompany an appropriate music the publications made in social networks, formed in the mind of the consumer as a products that accompanies their daily activities.