Neuromarketing as a positioning tool for the international company Coca-Cola Mexico case

Abstract

Neuromarketing is an advanced science that originated with the role of neuroscience with marketing, this union was due to a certain weakness in the tools used to collect information by only measuring aspects of the exterior of consumers in market research., it has also been detected that the participants in the investigations do not emit true answers, therefore, the result is biased causing poor decisions. These facts have pushed companies to use neuroscience to understand the underlying needs and wants. The Arca Continental company located in the city of Culiacán, Sinaloa Mexico, has discovered certain behavior of rejection of the young market towards the products offered by said company. The main objective of the present investigation is to analyze how the advertising produced with neuromarketing influences the young consumers of Sinaloa, the methodology implemented was descriptive, transversal and quasi-experimental, a questionnaire with 27 items was used, it was found that there is a certain difference in the perception of consumers according to their gender, in addition, the consumption of soft drinks is low, which shows an unfavorable scenario for soft drink companies.