ANÁLISIS DE COMPORTAMIENTO DEL CONSUMIDOR A TRAVÉS DEL NEUROMARKETING AUDITIVO EN BARES. CASO BAR HUITACA

Abstract

Currently the market in bars is very competitive, the environment involves the application of Neuromarketing as a tool to improve the consumption and prevalence of the product or brands, this stimulation technique is very important in the business field. The research proposes an evaluation of auditory marketing through the stimuli of music in the Huitaca bar located in Buena Vista Plaza on the Via a Samborondón. Information was collected through surveys and interviews with clients and the owner of the establishment, as well as customer reactions to sound stimuli. The results revealed that it is necessary to implement an auditive marketing strategy to generate user loyalty through the musical content that is reproduced in the establishment.