Bibliographic citations
Mendoza, A., Rodriguez, Y. (2024). Influencia del neuromarketing en el comportamiento del consumidor en la empresa Turismo Carolina Travel Trujillo 2022 [Tesis, Universidad Privada Antenor Orrego]. https://hdl.handle.net/20.500.12759/26671
Mendoza, A., Rodriguez, Y. Influencia del neuromarketing en el comportamiento del consumidor en la empresa Turismo Carolina Travel Trujillo 2022 [Tesis]. PE: Universidad Privada Antenor Orrego; 2024. https://hdl.handle.net/20.500.12759/26671
@misc{renati/373199,
title = "Influencia del neuromarketing en el comportamiento del consumidor en la empresa Turismo Carolina Travel Trujillo 2022",
author = "Rodriguez Vega, Yanira Dialeny",
publisher = "Universidad Privada Antenor Orrego",
year = "2024"
}
The main objective of this research is to determine the influence that exists between neuromarketing and consumer behavior in the company Turismo Carolina Travel in the city of Trujillo in the year 2022, where a marketing plan will be proposed to integrate the results of the research and include strategies related to neuromarketing. This research is correlational, non-experimental, the population is the company Turismo Carolina Travel and the sample consists of 64 customers. The data collection technique used was surveys conducted by the researchers and validated in previous research. What was obtained from results obtained that neuromarketing involves observing the mind of customers in purchasing decisions to discover marketing strategies that are facilitating and stimulating to attract potential customers. In addition, consumer behavior are activities that men and women perform when choosing, acquiring, comparing and using services and goods for the satisfaction of primary needs. It is concluded that there is a direct and significant relationship between neuromarketing and consumer behavior in the tourism company Carolina Travel, finding a Spearman's Rho coefficient of 0.772.
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