Neuromarketing y decisión de compra en consumidores del  Departamento de Huánuco, Perú

Giuliana del Pilar  Chicoma-Ruiz; Christian Paolo Martel-Carranza; Nathalie Zinzia Torero Solano de Martel

doi:10.37711/desafios.2021.12.1.269

Neuromarketing and purchasing decision in consumers of the Departamento de Huánuco (Department of Huanuco), Peru

Authors

Giuliana del Pilar Chicoma-Ruiz Universidad de Huánuco,Huánuco, Perú https://orcid.org/0000-0003-1932-9837
Christian Paolo Martel-Carranza Universidad de Huánuco,Huánuco, Perú https://orcid.org/0000-0001-9272-3553
Nathalie Zinzia Torero Solano de Martel Instituto de Educación Superior Juan Bosco de Huánuco Perú. https://orcid.org/0000-0002-8810-2719

DOI:

https://doi.org/10.37711/desafios.2021.12.1.269

Keywords:

neuromarketing, consumers, purchase decision

Abstract

Objective. To establish the relationship between neuromarketing and the purchase decision of Coca-Cola consumers in the city of Huánuco, 2019. Methods. The research had a quantitative approach of the basic type, design and correlational descriptive research level; data were collected through a survey to know the behavior of the study variables in the clients. Results. As demonstrated in this research, it is attested that neuromarketing is significantly related to the purchase decision of Coca-Cola products in the city of Huánuco, 2019. (Sig. = 0.001). Conclution. Through the executed research it is attested that neuromarketing is positively related to the purchase decision and this is reflected in the results obtained during the data processing.

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Published

2021-01-12

How to Cite

Chicoma-Ruiz, G. del P., Martel-Carranza, C. P., & Torero Solano de Martel, N. Z. (2021). Neuromarketing and purchasing decision in consumers of the Departamento de Huánuco (Department of Huanuco), Peru. Desafios, 12(1), 37–43. https://doi.org/10.37711/desafios.2021.12.1.269