Neuromarketing mix para el posicionamiento de la producción de café en la provincia de Chimborazo

Abstract

The present research work on the neuromarketing mix for the positioning of coffee production in the Province of Chimborazo was carried out to make a strategic marketing proposal taking variables such as product, price, place, and promotion that improve the positioning of high-altitude coffee in the province of Chimborazo, theories of the marketing mix, neuromarketing and positioning were taken for the development of the existing relationships within the research. The research methodology used a mixed approach, systematically integrating qualitative and quantitative methods to obtain a more complete vision of the situation of high-altitude coffee in the province of Chimborazo. Instruments were developed according to the study variables and biometric neuromarketing equipment called electroencephalogram was used to analyze levels of attention, mental calm, and blinking when stimulating taste perception with different brands of high-altitude coffee from Chimborazo producers. When analyzing the associations of the neuromarketing mix and positioning variables, statistically significant relationships between the study phenomena were determined. Thus, the alternative hypothesis was accepted, which establishes that the use of neuromarketing mix strategies will contribute to the positioning of coffee in the province of Chimborazo. Finally, in the proposal, the design of neuromarketing mix strategies was executed to generate perceptions, attention, and emotion with activities that take the product to the top of the mind of the consumer.