Neuromarketing as a tool for studying the consumer with cleaning products in Latacunga - Ecuador

Abstract

The progress of the present investigation determines the importance of neuromarketing on the study of the consumption of cleaning products in Ecuador; specifically in the city of Latacunga, a survey was applied for the analysis and requirement of the information, using the questionnaire technique and observation, with the aim of perceiving preferences, new habits in use and consumption of cleaning
products in the city of Latacunga. The methodology that was implemented is the quantitative method, through the collection of numerical data in order to establish and identify how consumers perceive the use of cleaning products, the research instrument used was based on a questionnaire of 11 questions, It was also allowed to measure the amount in dollars and units of cleaning products that were consumed during the pandemic, it was applied to 384 residents of Latacunga, indicating that chlorine and alcohol are products that show safety in the different establishments. This work aims to provide real data for future studies of consumer behavior by Covid 19.