Conceptos de Neuromarketing aplicados a las caracteríticas del empaque y envase para la aceptación del champú como producto de cuidado personal

摘要

The traditional marketing has been influenced by the Neuroscience, nowadays it is no longer important what the company assumes that the client wants but knowing the reason why a client prefers a certain product or brand. The fusion of Marketing with Neuroscience has given rise to a new discipline called Neuromarketing, which goes beyond satisfying consumer needs to identifying the real reasons why the individual makes the decision to purchase. Therefore, big companies have chosen to apply strategies of Neuromarketing in their strategic plans with the primary goal of achieving customer loyalty. Likewise, most strongly positioned brands that sell personal care products are concerned to identify conscious or metaconscious perceptions that consumers have regarding the packaging features such as color, shape and material. For this reason, in this investigation we used with certain characteristics of shampoo containers to determine the association between variables such as color, texture and shape and perceptions that consumers have according to price, quality and quantity.