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

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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 surve...

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Autores: Chicoma-Ruiz, Giuliana del Pilar, Martel-Carranza, Christian Paolo, Torero Solano de Martel, Nathalie Zinzia
Formato: artículo
Fecha de Publicación:2021
Institución:Universidad de Huánuco
Repositorio:Revistas - Universidad de Huánuco
Lenguaje:español
OAI Identifier:oai:ojs2.localhost:article/21
Enlace del recurso:http://revistas.udh.edu.pe/index.php/udh/article/view/269e
Nivel de acceso:acceso abierto
Materia:neuromarketing
consumidores
decisión de compra.
decisão de compra
consumers
purchase decision
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spelling Neuromarketing and purchasing decision in consumers of the Departamento de Huánuco (Department of Huanuco), PeruNeuromarketing y decisión de compra en consumidores del Departamento de Huánuco, PerúNeuromarketing e decisão de compra nos consumidores do Departamento de Huánuco, Peru. Chicoma-Ruiz, Giuliana del PilarMartel-Carranza, Christian PaoloTorero Solano de Martel, Nathalie Zinzianeuromarketingconsumidoresdecisión de compra.neuromarketingconsumidoresdecisão de compraneuromarketingconsumerspurchase decisionObjective. 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.Objetivo. Establecer la relación que existe entre el neuromarketing y la decisión de compra en los consumidores de Coca-Cola de la ciudad de Huánuco, 2019. Métodos. La investigación tuvo un enfoque cuantitativo del tipo básico, diseño y nivel investigativo descriptivo correlacional; se recolectaron datos por intermedio de una encuesta para conocer el comportamiento de las variables de estudio en los clientes. Resultados. Según lo demostrado en esta investigación se atestigua que el neuromarketing se relaciona significativamente con la decisión de compra de los productos Coca-Cola en la ciudad de Huánuco, 2019. (Sig.=0,001). Conclusiones. Mediante la investigación ejecutada se atestigua que el neuromarketing se relaciona positivamente en la decisión de compra y esto se refleja en los resultados obtenidos durante el procesamiento de datos.Objetivo. Estabelecer a relação entre o neuromarketing e a decisão de compra dos consumidores da Coca-Cola na cidade de Huánuco, 2019. Métodos. A pesquisa teve uma abordagem quantitativa do tipo básico, design e nível de pesquisa descritiva correlacional; os dados foram coletados através de uma pesquisa para conhecer o comportamento das variáveis do estudo nos clientes. Resultados. Como demonstrado nesta pesquisa, é atestado que a neuromarketing está significativamente relacionada à decisão de comprar produtos da Coca-Cola na cidade de Huanuco, 2019. (Sig.=0,001). Conclusões. Através da pesquisa realizada é atestado que a neuromarketing está positivamente relacionada à decisão de compra e isto se reflete nos resultados obtidos durante o processamento dos dados.Universidad de Huánuco UDH2021-01-12info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionapplication/pdftext/htmlhttp://revistas.udh.edu.pe/index.php/udh/article/view/269eDesafios; Vol. 12 Núm. 1 (2021): Desafíos (ene-jun); 37-432307-61002706-9559reponame:Revistas - Universidad de Huánucoinstname:Universidad de Huánucoinstacron:UDHspahttp://revistas.udh.edu.pe/index.php/udh/article/view/269e/21http://revistas.udh.edu.pe/index.php/udh/article/view/269e/187Derechos de autor 2021 Giuliana del Pilar Chicoma-Ruiz, Christian Paolo Martel-Carranza, Nathalie Zinzia Torero Solano de Martelhttps://creativecommons.org/licenses/by/4.0info:eu-repo/semantics/openAccessoai:ojs2.localhost:article/212025-04-11T22:18:04Z
dc.title.none.fl_str_mv Neuromarketing and purchasing decision in consumers of the Departamento de Huánuco (Department of Huanuco), Peru
Neuromarketing y decisión de compra en consumidores del Departamento de Huánuco, Perú
Neuromarketing e decisão de compra nos consumidores do Departamento de Huánuco, Peru.
title Neuromarketing and purchasing decision in consumers of the Departamento de Huánuco (Department of Huanuco), Peru
spellingShingle Neuromarketing and purchasing decision in consumers of the Departamento de Huánuco (Department of Huanuco), Peru
Chicoma-Ruiz, Giuliana del Pilar
neuromarketing
consumidores
decisión de compra.
neuromarketing
consumidores
decisão de compra
neuromarketing
consumers
purchase decision
title_short Neuromarketing and purchasing decision in consumers of the Departamento de Huánuco (Department of Huanuco), Peru
title_full Neuromarketing and purchasing decision in consumers of the Departamento de Huánuco (Department of Huanuco), Peru
title_fullStr Neuromarketing and purchasing decision in consumers of the Departamento de Huánuco (Department of Huanuco), Peru
title_full_unstemmed Neuromarketing and purchasing decision in consumers of the Departamento de Huánuco (Department of Huanuco), Peru
title_sort Neuromarketing and purchasing decision in consumers of the Departamento de Huánuco (Department of Huanuco), Peru
dc.creator.none.fl_str_mv Chicoma-Ruiz, Giuliana del Pilar
Martel-Carranza, Christian Paolo
Torero Solano de Martel, Nathalie Zinzia
author Chicoma-Ruiz, Giuliana del Pilar
author_facet Chicoma-Ruiz, Giuliana del Pilar
Martel-Carranza, Christian Paolo
Torero Solano de Martel, Nathalie Zinzia
author_role author
author2 Martel-Carranza, Christian Paolo
Torero Solano de Martel, Nathalie Zinzia
author2_role author
author
dc.subject.none.fl_str_mv neuromarketing
consumidores
decisión de compra.
neuromarketing
consumidores
decisão de compra
neuromarketing
consumers
purchase decision
topic neuromarketing
consumidores
decisión de compra.
neuromarketing
consumidores
decisão de compra
neuromarketing
consumers
purchase decision
description 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.
publishDate 2021
dc.date.none.fl_str_mv 2021-01-12
dc.type.none.fl_str_mv info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion
format article
status_str publishedVersion
dc.identifier.none.fl_str_mv http://revistas.udh.edu.pe/index.php/udh/article/view/269e
url http://revistas.udh.edu.pe/index.php/udh/article/view/269e
dc.language.none.fl_str_mv spa
language spa
dc.relation.none.fl_str_mv http://revistas.udh.edu.pe/index.php/udh/article/view/269e/21
http://revistas.udh.edu.pe/index.php/udh/article/view/269e/187
dc.rights.none.fl_str_mv https://creativecommons.org/licenses/by/4.0
info:eu-repo/semantics/openAccess
rights_invalid_str_mv https://creativecommons.org/licenses/by/4.0
eu_rights_str_mv openAccess
dc.format.none.fl_str_mv application/pdf
text/html
dc.publisher.none.fl_str_mv Universidad de Huánuco UDH
publisher.none.fl_str_mv Universidad de Huánuco UDH
dc.source.none.fl_str_mv Desafios; Vol. 12 Núm. 1 (2021): Desafíos (ene-jun); 37-43
2307-6100
2706-9559
reponame:Revistas - Universidad de Huánuco
instname:Universidad de Huánuco
instacron:UDH
instname_str Universidad de Huánuco
instacron_str UDH
institution UDH
reponame_str Revistas - Universidad de Huánuco
collection Revistas - Universidad de Huánuco
repository.name.fl_str_mv
repository.mail.fl_str_mv
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Neuromarketing and purchasing decision in consumers of the Departamento de Huánuco (Department of Huanuco), Peru
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