Emociones y preferencias visuales de los consumidores hacia hojuelas de papas (Solanum tuberosum) nativas y clásicas: Estudio comparativo utilizando neurogastronomía
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Date
2022
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Universidad Nacional de Trujillo
Abstract
En la presente investigación se tuvo como objetivo evaluar Emociones y preferencias visuales de los consumidores hacia hojuelas de papas (Solanum tuberosum) nativas y clásicas: Estudio comparativo utilizando neurogastronomía.
Se trabajó con dos tipos de hojuelas; Hojuelas de Papas Clásicas Fritas LAY'S Bolsa 160 g y Hojuelas de Papas Nativas Fritas INKA CHIPS Bolsa 170 g, obtenidos del Supermercado Plaza Vea, Trujillo, con un costo de S/ 6,60 y S/ 7,00, respectivamente. En la metodología en la primera etapa se utilizó la tecnología de seguimiento ocular y el Análisis de Emoción, mediante el uso del software Ux Reality (App para móvil de Cool Tool). Al terminar de usar la app, cada participante contesto una encuesta cognitiva, mediante el uso de formulario google. Formaron parte de este experimento cien consumidores con edades entre 14 y 63 años. La encuesta cognitiva mostró que un 45% de los consumidores mostró su intención de comprar más productos nativos; Sin embargo, los resultados de neuromarketing mostraron principalmente una mayor proporción de neutralidad, aunque seguidamente, las emociones negativas de “escepticismo”, “tristeza” y “disgusto”, especialmente sobre el factor nutricional y el precio. Finalmente, los resultados nos permiten evaluar que los consumidores pretenden consumir más productos nativos, desde que estos sean nutricionalmente más importantes, sustentables, y beneficien también al productor local.
ABSTRACT In the present investigation, the objective was to evaluate Emotions and visual preferences of consumers towards native and classic potato chips (Solanum tuberosum): Comparative study using neurogastronomy. We worked with two types of flakes; LAY'S Classic French Fries Bag 160 g and INKA CHIPS Native French Fries Bag 170 g, obtained from the Plaza Vea Supermarket, Trujillo, at a cost of S/ 6.60 and S/ 7.00, respectively. In the methodology in the first stage, eye tracking technology and Emotion Analysis were used, through the use of Ux Reality software (Cool Tool mobile app). At the end of using the app, each participant answered a cognitive survey, using a google form. One hundred consumers aged between 14 and 63 years were part of this experiment. The cognitive survey showed that 45% of consumers indicated their intention to buy more native products; However, the neuromarketing results mainly showed a higher proportion of neutrality, although followed by the negative emotions of "skepticism", "sadness" and "disgust", especially about the nutritional factor and the price. Finally, the results allow us to evaluate that consumers intend to consume more native products, since these are nutritionally more important, sustainable, and also benefit the local producer.
ABSTRACT In the present investigation, the objective was to evaluate Emotions and visual preferences of consumers towards native and classic potato chips (Solanum tuberosum): Comparative study using neurogastronomy. We worked with two types of flakes; LAY'S Classic French Fries Bag 160 g and INKA CHIPS Native French Fries Bag 170 g, obtained from the Plaza Vea Supermarket, Trujillo, at a cost of S/ 6.60 and S/ 7.00, respectively. In the methodology in the first stage, eye tracking technology and Emotion Analysis were used, through the use of Ux Reality software (Cool Tool mobile app). At the end of using the app, each participant answered a cognitive survey, using a google form. One hundred consumers aged between 14 and 63 years were part of this experiment. The cognitive survey showed that 45% of consumers indicated their intention to buy more native products; However, the neuromarketing results mainly showed a higher proportion of neutrality, although followed by the negative emotions of "skepticism", "sadness" and "disgust", especially about the nutritional factor and the price. Finally, the results allow us to evaluate that consumers intend to consume more native products, since these are nutritionally more important, sustainable, and also benefit the local producer.
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Keywords
Hojuelas, Estudio de mercado, Preferencias