Citas bibligráficas
Zamora, C., (2018). Estudio comparativo de las estrategias de neuromarketing en los retails Saga Falabella S.A. y Ripley S.A de la ciudad de Cajamarca en el año 2016 [Tesis, Universidad Privada del Norte]. https://hdl.handle.net/11537/13404
Zamora, C., Estudio comparativo de las estrategias de neuromarketing en los retails Saga Falabella S.A. y Ripley S.A de la ciudad de Cajamarca en el año 2016 [Tesis]. PE: Universidad Privada del Norte; 2018. https://hdl.handle.net/11537/13404
@misc{renati/517039,
title = "Estudio comparativo de las estrategias de neuromarketing en los retails Saga Falabella S.A. y Ripley S.A de la ciudad de Cajamarca en el año 2016",
author = "Zamora Flores, Cinthia Janeth",
publisher = "Universidad Privada del Norte",
year = "2018"
}
ABSTRACT The purpose of the research was to know and analyze the strategies of neuromarketing that apply the retails Saga Falabella and Ripley of the city of Cajamarca; For which a probabilistic sample was used, in which random clients of both establishments were chosen. The sample consisted of 384 clients of both commercial establishments, to whom a survey was applied where the impact of the neuromarketing strategies that they perceived were determined. The survey applied consists of 29 questions, duly organized in 5 dimensions and 16 indicators. The information gathering instrument (questionnaire) has been prepared by the thesis team, based on the review of various researches and identification of neuromarketing concepts, to be subsequently reviewed and validated by experts. In accordance with the aim pursued, the present research is classified within descriptive research, of non - experimental design - transversal, since no manipulation of variable was done, only proceeded to the collection, registration and analysis of the information. Through Cronbach's Alpha. In the results obtained, according to the perception of the clients, it was observed that Saga Falabella applies the strategies of neuromarketing better, because it has a level of perception of 47%, whereas Ripley only has 15%, by the customers; This shows us that customers feel more identified with Saga Fallabella, that the positioning and time it takes inside the city of Cajamarca has been a decisive factor in achieving these results. This result affirms the hypothesis. KEYWORDS: Neuromarketing, retail and strategies.
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