Neuromarketing como herramienta para el posicionamiento de una marca

Tania Yasmina Copaja Arocutipa; Brenda Shumny Condori Ccosi; Rafael Romero-Carazas

doi:10.58763/rc2025361

Autores/as

Tania Yasmina Copaja Arocutipa Universidad Nacional de Moquegua. Moquegua, Perú https://orcid.org/0009-0003-2906-7495
Brenda Shumny Condori Ccosi Universidad Nacional de Moquegua. Moquegua, Perú https://orcid.org/0009-0001-6501-5225
Rafael Romero-Carazas Universidad Nacional de Moquegua. Moquegua, Perú https://orcid.org/0000-0001-8909-7782

DOI:

https://doi.org/10.58763/rc2025361

Palabras clave:

consumidor, marca, marketing, sociología cultural

Resumen

La presente investigación tuvo como propósito analizar las perspectivas compartidas sobre el neuromarketing como herramienta para el posicionamiento de marca. Se fundamentó bajo una investigación cualitativa sociológica, de diseño fenomenológico amparado y un enfoque inductivo. Asimismo, se abordó la hermenéutica para interpretar las entrevistas semiestructuradas realizadas a 7 participantes del estudio, que fueron procesadas por medio del software ATLAS.ti. Los resultados indican que, en el entorno dinámico del marketing actual, comprender al consumidor se ha convertido en un desafío crucial para las empresas. Como tendencia, el neuromarketing emergió, según los participantes, como una herramienta invaluable para desentrañar las emociones, motivaciones y decisiones de compra de los consumidores. Además, se costató que, para los participantes, el neuromarketing permite a los negocios desarrollar estrategias más efectivas y personalizadas. Se concluye que, a diferencia del marketing tradicional, que se limita a promover la marca y medir resultados, el neuromarketing ahonda en los procesos cerebrales que determinan la decisión final de compra

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