scholarly journals Neuromarketing: Deep Motivations of the Consumer in Premium Range Cars in the City of Riobamba

2021 ◽  
Author(s):  
E. Cuzquillo Cusquillo ◽  
E. Yansapanta Carrillo ◽  
J. Montufar Guevara ◽  
J. Sánchez Lunavictoria
Keyword(s):  
Economic Development ◽  
Consumer Behavior ◽  
Experimental Design ◽  
Eye Tracking ◽  
Psychological Aspects ◽  
Purchasing Decisions ◽  
Qualitative And Quantitative ◽  
Palabras Clave ◽  
Quasi Experimental ◽  
The City

In a society where information and knowledge have become essential cornerstones of economic development, it is important that companies allocate the necessary resources to evaluate studies based on consumer behavior and the psychological aspects that influence purchasing decisions. For this reason, this research aimed to understand the motivations of consumers, and the symbolic emotional relationship between the consumer and the brand and model of Premium Range cars in the city of Riobamba. With the advancement of marketing and its link with the study of neuroscience, efficient tools have been developed that allow us to better understand the reasons why people acquire a vehicle. This research had a quasi-experimental design and employed qualitative and quantitative approaches through using biometric equipment including eye tracking. It was determined that there were conscious and unconscious factors that influenced consumers when deciding between makes and models in acquiring a Premium Range vehicle. Personality was key in defining the brand preferred and the model chosen. Keywords: neoroscience, neuromarketing, consumer behavior, insights, eye tracking. Resumen En una sociedad en donde la información y el conocimiento se han convertido en vértices esenciales para el desarrollo económico, resulta importante que las empresas realicen o asignen los recursos necesarios para efectuar estudios en base al comportamiento del consumidor, así como, los aspectos psicológicos que influyen en su decisión de compra. Por eso, esta investigación tiene como objetivo conocer el análisis de las motivaciones profundas y verdaderas, y la relación simbólica emocional entre el cliente o consumidor con la marca y el modelo de automóviles de Gama Premium en la ciudad de Riobamba. Es claro que, con el avance del marketing y su vinculación con el estudio de la neurociencia, se han desarrollado herramientas eficientes que permiten conocer de mejor manera las razones del por qué y para qué las personas adquieren un vehículo. Por tanto, esta investigación tiene un diseño cuasi experimental, por la utilización de un equipo biométrico como lo es el eye tracking, el cual es eficiente para este tipo de investigaciones que permite establecer un enfoque de investigación cualitativo y cuantitativo con un nivel exploratorio y descriptivo. En este caso, la utilidad de la investigación radica en que existen factores motivacionales conscientes e inconscientes que influyen en el momento de adquirir un vehículo de la Gama Premium en la ciudad de Riobamba, siendo estos la marca y el modelo, los mismos que vinculan un efecto de ostentación en las personas, donde se define que la marca que prefieres y el modelo que eliges define una personalidad, brindando a la empresa una idea creativa de marketing. Palabras clave: neurociencia, neuromarketing, comportamiento del consumidor, motivaciones profundas, eye tracking.

scholarly journals Formulación de estrategias de marketing mix a partir del estudio del comportamiento del consumidor de leche en la ciudad de Riobamba/Formulation of marketing mix strategies based on the study of milk consumer behavior in the city of Riobamba

2020 ◽  
Author(s):  
A. Monserrat Masabanda ◽  
O. Parada Gutiérrez ◽  
C. Delgado Rodríguez ◽  
J. Vasco Vasco
Keyword(s):  
Consumer Behavior ◽  
Local Population ◽  
Marketing Mix ◽  
Economic Study ◽  
Consumer Decisions ◽  
Normative Approach ◽  
Palabras Clave ◽  
Quasi Experimental ◽  
The City ◽  
Medios De Comunicacion

El estudio económico de la conducta del consumidor supone teorías de enfoque positivista y normativo. En este contexto las decisiones de consumo se basan no siempre en un modelo racional, considerando además factores de tipo emocional, experiencias que determinan la decisión de compra. El objetivo de este artículo fue formular estrategias de marketing mix a partir del estudio del comportamiento del consumidor de leche en la ciudad de Riobamba. La metodología utilizada se fundamentó en un estudio cuasi experimental que tomó como base un modelo predeterminado que sirvió para diseñar una encuesta que permitiese identificar y evaluar variables determinantes en la conducta de los consumidores. La investigación permitió determinar las preferencias de marcas de leche, nivel de aceptación del precio, tipo de empaque, medios de comunicación y frecuencia de consumo. Los resultados de la investigación permitieron formular estrategias que contribuyen a incentivar el consumo de leche en la población local. The economic study of consumer behavior supposes theories of positivist and normative approach. In this context, consumer decisions are not always based on a rational model, considering factors of an emotional nature, experiences that determine the purchase decision. The objective of this article was to formulate marketing mix strategies based on the study of milk consumer behavior in the city of Riobamba. The methodology used was based on a quasi-experimental study that took as a basis a predetermined model that served to design a survey that would identify and evaluate determinant variables in the behavior of consumers. The investigation allowed to determine the preferences of milk brands, level of acceptance of the price, type of packaging, means of communication and frequency of consumption. The results of the research allowed to formulate strategies that contribute to encourage the consumption of milk in the local population. Palabras clave: comportamiento del consumidor, neuroeconomía, marketing mix. Keywords: consumer behavior, neuroeconomics, marketing mix.

MEREK SEBAGAI PENDORONG KEPUTUSAN PEMBELIAN PRODUK KOSMETIK MAKE OVER DI KOTA BLITAR

2018 ◽  
Vol 11 (2) ◽  
pp. 20-27
Author(s):  
Denok Wahyudi Setyo Rahayu
Keyword(s):  
Consumer Behavior ◽  
Driving Force ◽  
Cosmetic Products ◽  
Purchasing Decisions ◽  
Purchasing Decision ◽  
Cosmetic Product ◽  
The City

Consumer behavior has become a consumer habit in shopping. This affects the pattern of product purchasing decision. The purpose of the study was to find out whether the brand could be a driver of buying Make Over cosmetics product in the city of Blitar. The variables used are brands and purchasing decisions with samples of seller and buyers of Make Over cosmetic product in the city of Blitar. The resut of the study found that cosmetics brands Make Over became the driving force for purchasing cosmetic products in the city of Blitar. 

scholarly journals Analysis of Perceptions of Milk Consumption and Customer Service in the City of Riobamba, Province of Chimborazo

2021 ◽  
Author(s):  
O. Parada Gutiérrez ◽  
J. Vasco ◽  
C. Delgado
Keyword(s):  
Customer Service ◽  
Service Level ◽  
Level Of Service ◽  
Purchasing Decisions ◽  
Probabilistic Sampling ◽  
Palabras Clave ◽  
Para Determinar ◽  
Quality Of Products ◽  
Past Experiences ◽  
The City

The customer has become a source of strategic information about the quality of products and services. For this reason, the objective of this research was to analyze the level of service and mental processes of clients in making decisions to consume milk in the province of Chimborazo. Non-probabilistic sampling was used and data were collected from 50 clients and 75 representatives of small- and medium-sized companies in the city of Riobamba which participated in the Production Exhibition, Macají, Riobamba 2019. An electroencephalogram was used to determine whether the purchasing decisions were made at the unconscious level by reading brain waves. Three brands of milk that are sold locally were used. The study revealed that there were representative differences in stimulating people to different perceptions (visual, olfactory, gustatory) that influence the appreciation and purchasing decisions of milk. Similarly, it was found that there are decisions that the consumer makes unconsciously based on memories and past experiences that influence their present behavior at the time of consumption. The study also revealed the need to improve the level of service. Keywords: neuromarketing, perception, strategies, service level. Resumen El cliente se ha convertido en una fuente de información estratégica sobre la calidad del producto y del servicio. Por este motivo, el objetivo del artículo científico fue analizar el nivel de servicio y los procesos mentales del cliente para la toma las decisiones de consumir leche en la provincia de Chimborazo. El estudio se realizó mediante un muestreo no probabilístico con informaciones de 50 clientes y 75 representantes de pequeñas y medianas empresas de la ciudad de Riobamba que participaron en la Exposición de Producción, Macají, Riobamba 2019. Se utilizó el electroencefalograma para determinar si las decisiones de compra se realizan a nivel inconsciente mediante la lectura de ondas cerebrales. Para ello se utilizaron tres marcas de leche que se comercializan en la localidad. El estudio reveló que existen diferencias representativas al estimular a las personas a diferentes percepciones (visual, olfativa, gustativa) que influyen en la apreciación y decisión de compra de la leche. De igual modo, se constató que existen decisiones que realiza el consumidor de manera inconsciente basada en los recuerdos y experiencias del pasado que influyen en su comportamiento presente al momento del consumo. Asimismo, el estudio reveló la necesidad de mejorar el nivel de servicio. Palabras clave: neuromarketing, percepción, estrategias, nivel de servicio.

scholarly journals Persepsi konsumen dan faktor-faktor yang mempengaruhi keputusan pembelian beras premium

2020 ◽  
Vol 1 (1) ◽  
pp. 1
Author(s):  
Mas’ud Mahendra ◽  
Wenny Mamilianti
Keyword(s):  
Consumer Behavior ◽  
Consumer Perception ◽  
Standard Of Living ◽  
Purchasing Decisions ◽  
Great Opportunity ◽  
Rice Consumption ◽  
Household Members ◽  
Convenience Sampling ◽  
The City ◽  
Better Than

Increasing rice consumption in Indonesia provides a great opportunity in the rice business. Rice's business development is marked by the emergence of rice producers with various brands and qualities. Improving the standard of living of the Indonesian people also affects consumer behavior in choosing rice to be consumed. This change in consumer behavior is responded by rice producers by producing super quality rice or often called premium rice. The rise of premium rice sales now needs a study of consumer behavior towards premium rice purchasing decisions. This study aims to analyze consumers' perceptions of premium rice and analyze the factors that influence consumer behavior in purchasing premium rice. The study's location was determined intentionally in the city of Pasuruan, and respondents were 100 rice consumers through convenience sampling. The method of data analysis uses tabulation description analysis and regression Logit models. The results showed consumers' perceptions of premium rice by 47% the price of premium rice is higher, 53% the color is perfect, 56% expressed better dexterity, 51% better aroma, 47% endurance as well as other rice, 78% uniformity of grain better, and 49% stated that cleanliness was the same as other rice. Consumer perception of the belief in premium rice that 47% of consumers stated that premium rice is better than medium rice. The factors that significantly influence the purchase of premium rice are education, income, and the number of household members.

scholarly journals El covid-19 y su impacto económico en las empresas hoteleras de Manta-Ecuador

ECA Sinergia ◽  
2021 ◽  
Vol 12 (1) ◽  
pp. 152
Author(s):  
Karen Gisela Pinargote Montenegro ◽  
Temístocles Deodato Loor Chávez
Keyword(s):  
Economic Impact ◽  
Descriptive Study ◽  
Qualitative And Quantitative ◽  
Tourism Sector ◽  
Palabras Clave ◽  
The World ◽  
Hotel Sector ◽  
Economic Slowdown ◽  
The City ◽  
Impacto Económico

  El turismo a nivel mundial históricamente ha logrado un crecimiento importante, siendo considerado como una de las principales fuentes de ingresos de los países. Ecuador a raíz de la declaratoria mundial del COVID-19 experimentó una disminución en los ingresos del sector turístico, siendo Manta una de las ciudades con mayor impacto especialmente en el sector hotelero. Mediante la presente investigación, se busca conocer la incidencia económica generada por el COVID-19 sobre el sector hotelero de Manta, y determinar las alternativas de reactivación para este sector, considerando la capacidad de las empresas hoteleras para enfrentar dicha crisis. A través de un estudio descriptivo de enfoque cualitativo y cuantitativo, se realizaron encuestas a los turistas de la ciudad de Manta, cuyos resultados permitieron conocer que sin lugar a dudas el COVID-19 ha desencadenado la desaceleración económica en el sector hotelero local, por la disminución de la demanda de estos servicios.   Palabras clave: Covid-19; impacto económico; turismo; sector hotelero, pymes.   ABSTRACT Tourism worldwide has historically achieved significant growth, being considered one of the main sources of income for countries. Ecuador, as a result of the world declaration of COVID-19, experienced a decrease in income from the tourism sector, with Manta being one of the cities with the greatest impact, especially in the hotel sector. Through this research, we seek to know the economic impact generated by COVID-19 on the hotel sector of Manta, and determine the reactivation alternatives for this sector, considering the capacity of hotel companies to face this crisis. Through a descriptive study with a qualitative and quantitative approach, surveys were conducted with tourists in the city of Manta, the results of which revealed that without a doubt COVID-19 has triggered the economic slowdown in the local hotel sector, due to the decreased demand for these services.   Keywords: Covid-19; economic impact; tourism; hotel sector, smes.

scholarly journals MEREK SEBAGAI PENDORONG KEPUTUSAN PEMBELIAN PRODUK KOSMETIK MAKE OVER DI KOTA BLITAR

2018 ◽  
Vol 11 (2) ◽  
pp. 20-27
Author(s):  
Denok Wahyudi Setyo Rahayu
Keyword(s):  
Consumer Behavior ◽  
Driving Force ◽  
Cosmetic Products ◽  
Purchasing Decisions ◽  
Purchasing Decision ◽  
Cosmetic Product ◽  
The City

Consumer behavior has become a consumer habit in shopping. This affects the pattern of product purchasing decision. The purpose of the study was to find out whether the brand could be a driver of buying Make Over cosmetics product in the city of Blitar. The variables used are brands and purchasing decisions with samples of seller and buyers of Make Over cosmetic product in the city of Blitar. The resut of the study found that cosmetics brands Make Over became the driving force for purchasing cosmetic products in the city of Blitar.

Consumer Behavior

2020 ◽  
pp. 141-174
Author(s):  
José G. Vargas-Hernández ◽  
Jovanna Nathalie Cervantes-Guzmán
Keyword(s):  
Consumer Behavior ◽  
Experimental Design ◽  
Data Collection ◽  
Purchase Decision ◽  
Data Collection Tool ◽  
General Hypothesis ◽  
Organic Products ◽  
The City ◽  
Depth Interviews

The objective of this study is to develop a model of the behavior of the ecological consumer in order to know the motivations that influence the decision to purchase organic products in citizens from 25 to 45 years of the municipality of Guadalajara. The methodology used in the research is qualitative. It was carried out through the non-experimental design, with respect to the data collection tool, in-depth interviews were carried out. The results obtained with respect to the factors that influence the purchase decision of the products are accepted the general hypothesis. One of the limitations that the study faced was a limited literature regarding studies related to it in the case of the city of Guadalajara.

Consumer Behavior

2020 ◽  
pp. 270-292
Author(s):  
José G. Vargas-Hernández ◽  
Jovanna Nathalie Cervantes Guzmán
Keyword(s):  
Consumer Behavior ◽  
Experimental Design ◽  
Data Collection ◽  
Purchase Decision ◽  
Data Collection Tool ◽  
General Hypothesis ◽  
Organic Products ◽  
The City ◽  
Depth Interviews

This chapter develops a model of the behavior of the ecological consumer to know what motivates the decision to purchase organic products in citizens 25 to 45 years old in the city of Guadalajara. The methodology used in the research is qualitative and was carried out through the non-experimental design, with respect to the data collection tool. Results of in-depth interviews support the general hypothesis related to the factors that influence the purchase decision. One of the limitations the study faced was a limited literature regarding studies involving Guadalajara.

Exploring the Impacts of Zoning and Upzoning on Housing Development: A Quasi-experimental Analysis at the Parcel Level

2021 ◽  
pp. 0739456X2199072
Author(s):  
Hongwei Dong
Keyword(s):  
Experimental Design ◽  
Propensity Score ◽  
Propensity Score Matching ◽  
Experimental Analysis ◽  
Housing Development ◽  
Housing Supply ◽  
Policy Tool ◽  
Quasi Experimental ◽  
Effective Policy ◽  
The City

This study investigates the impacts of upzoning and higher density zoning on housing development at the parcel level in the city of Portland (Oregon) during the period from 2000 to 2017. The study uses a quasi-experimental design to compare upzoned parcels and parcels in higher density zones with their corresponding control parcels that are identified through propensity score matching. The study shows that both upzoning and higher density zoning led to significantly greater development probabilities, higher development densities, and more housing supply. Upzoning could be an effective policy tool for increasing housing supply, particularly when it is applied to vacant and underutilized parcels.

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