Neuromarketing and purchasing decision in consumers of the Departamento de Huánuco (Department of Huanuco), Peru
Descripción del Articulo
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...
| Autores: | , , |
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| 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/udh/article/view/21 |
| Nivel de acceso: | acceso abierto |
| Materia: | neuromarketing consumidores decisión de compra. consumers purchase decision |
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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 Zinzia Chicoma Ruiz, Giuliana del PilarMartel Carranza, Christian PaoloTorero Solano de Martel, Nathalie Zinzianeuromarketingconsumidoresdecisión de compra.neuromarketingconsumerspurchase 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). Conclusions. 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 Huánuco2021-01-12info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionArtículos originalesOriginal articlesapplication/pdftext/htmlhttp://revistas.udh.edu.pe/udh/article/view/2110.37711/desafios.2021.12.1.269Desafíos; Vol. 12 Núm. 1 (2021): Desafíos (ene-jun); 37-43Desafios; Vol. 12 No. 1 (2021): Desafíos (ene-jun); 37-432706-95592307-6100reponame:Revistas - Universidad de Huánucoinstname:Universidad de Huánucoinstacron:UDHspahttp://revistas.udh.edu.pe/udh/article/view/21/21http://revistas.udh.edu.pe/udh/article/view/21/187Derechos 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/212025-08-21T16:27:33Z |
| 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 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 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 consumers purchase decision |
| topic |
neuromarketing consumidores decisión 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). Conclusions. 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 Artículos originales Original articles |
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article |
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publishedVersion |
| dc.identifier.none.fl_str_mv |
http://revistas.udh.edu.pe/udh/article/view/21 10.37711/desafios.2021.12.1.269 |
| url |
http://revistas.udh.edu.pe/udh/article/view/21 |
| identifier_str_mv |
10.37711/desafios.2021.12.1.269 |
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spa |
| language |
spa |
| dc.relation.none.fl_str_mv |
http://revistas.udh.edu.pe/udh/article/view/21/21 http://revistas.udh.edu.pe/udh/article/view/21/187 |
| dc.rights.none.fl_str_mv |
https://creativecommons.org/licenses/by/4.0 info:eu-repo/semantics/openAccess |
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https://creativecommons.org/licenses/by/4.0 |
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openAccess |
| dc.format.none.fl_str_mv |
application/pdf text/html |
| dc.publisher.none.fl_str_mv |
Universidad de Huánuco |
| publisher.none.fl_str_mv |
Universidad de Huánuco |
| dc.source.none.fl_str_mv |
Desafíos; Vol. 12 Núm. 1 (2021): Desafíos (ene-jun); 37-43 Desafios; Vol. 12 No. 1 (2021): Desafíos (ene-jun); 37-43 2706-9559 2307-6100 reponame:Revistas - Universidad de Huánuco instname:Universidad de Huánuco instacron:UDH |
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Universidad de Huánuco |
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UDH |
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UDH |
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Revistas - Universidad de Huánuco |
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Revistas - Universidad de Huánuco |
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Nota importante:
La información contenida en este registro es de entera responsabilidad de la institución que gestiona el repositorio institucional donde esta contenido este documento o set de datos. El CONCYTEC no se hace responsable por los contenidos (publicaciones y/o datos) accesibles a través del Repositorio Nacional Digital de Ciencia, Tecnología e Innovación de Acceso Abierto (ALICIA).
La información contenida en este registro es de entera responsabilidad de la institución que gestiona el repositorio institucional donde esta contenido este documento o set de datos. El CONCYTEC no se hace responsable por los contenidos (publicaciones y/o datos) accesibles a través del Repositorio Nacional Digital de Ciencia, Tecnología e Innovación de Acceso Abierto (ALICIA).
