NEUROMARKETING EN EL POSICIONAMIENTO DE UNA MARCA DE AGUA MINERAL PARA CONSUMO HUMANO

Abstract:

In Venezuela, neuroscience is beginning to be included in marketing. That is observed in advertising campaigns and market studies. But, it is publicly unknown what techniques are being used or how they are being applied. This article has described a methodology to apply neuromarketing to studies and research in the marketing of goods, products and services. In this case, we will present the application of neuromarketing to the positioning of water in bottles for human consumption. The ZMET technique designed for metaconscious exploration experiments was applied, which was complemented by a market study based on ethnographic observation. The results obtained were satisfactory for experimentation and for subsequent implementation. To date, we have concluded that the basis of the study is in the formation of a team of multidisciplinary professionals, continue experimenting and then move on to a …

Año de publicación:

2020

Keywords:

Fuente:

google