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The general objective of this research was to analyze Neuromarketing for cookie franchises in the municipality of Maracaibo. The study population consisted of twelve experimental subjects, the sample consisted of customers who go to this type of premises, at least once a week, living in the municipality of Maracaibo, over 18 years old, with similar socioeconomic characteristics and consumption habits, in order to choose the most convenient. The observation technique was used by means of surveys, through three (03) instruments, one called pre-test with 16 items, another experimental phase with 20 items and the last final phase with 28 items, with a mixed questionnaire. Validated by 6 experts in the marketing area. The results show that neuromarketing for cookie franchises in the municipality of Maracaibo offers a positive tool to measure sensations, experiences, expectations and feelings based on neurocommunication behavior, thus providing powerful help to customers in the purchase decision process.
About the author
Magister Scientiarum in Marketing Management. Bachelor's Degree in Social Communication, Mention in Print Journalism, TSU Advertising and Public Relations.
