Incidencia de la psicología del consumidor en la decisión de compra con referencia al merchandising empleado por los supermercados del cantón Cuenca – Ecuador

Abstract

The consumer's buying decision is that impulse to acquire goods or services, where most cases deserve to be studied from the psychological and sociological field in a market based on the value for the customer where consumers seek to satisfy their needs. On the other hand, merchandising is a marketing tool that allows a correlation between the product and the consumer to strengthen the point of sale and stimulate purchases. This research aims to analyze the level of incidence in the consumers’ buying decisions based on the brand's perception and its relationship with the merchandising strategies applied by supermarkets in Cuenca-Ecuador. This research methodology is quantitative, non-experimental, descriptive, explanatory, bibliographic, and documentary, including a neuromarketing biometric device and a consumer survey instrument. Within the results, it was found that consumers shop every fifteen days and do not make their purchases in the same supermarket, also within their leading brands consumed are: Nutri, Nestlé, and Favorita, where the biometric teams analyzed the behavior that consumers have towards food brands and supermarkets, observing which are their favorites. Finally, supermarkets are strategic places to understand how retail is positioned among consumers and how they try to sell. The strategies they apply to get consumers to buy are also analyzed.