El Neuromarketing y su incidencia en el Comportamiento del consumidor, aplicado a la empresa Indigo Arts de la ciudad de Ambato.

Abstract

Indigo Arts Company located in the city of Ambato, offers its customers audiovisual products such as: videos, documentaries, production, motion graphic, spots, jingles among others, produced with the best technology and quality that gives the company an advantage differential with the rest, but in turn has seen a drop in sales by overgrowth of advertising because they have created a number of competitors with similar products or substitutes that does not allow proper performance of the organization It is for this reason that we have analyzed the application of tools of neuromarketing for the company that will analyze consumer behavior in relation to different factors that make can make a decision when purchasing a product, service or choose from some company. The research gave us tools that allowed us to compare visual preferences focused on consumer behavior in order to position ourselves in the mind of the consumer and create a link between company and customer fitting your needs and requirements. Thus, the proposal was based on the design of a corporate identity manual and the creation of a corporate video as visual stimuli entering the brain of people are the most essential in the retention process, thus acting in neuromarketing consumer behavior and directing us to a better development of the company Indigo Arts.