Percepción y preferencia de un envase descartable mediante neuromárketing y sensometría
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Date
2021
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Universidad Nacional de Trujillo
Abstract
En esta tesis se estudió el comportamiento del consumidor por envases descartables para carne bovina fresca desde dos enfoques complementarios: la sensometría y el neuromarketing. Para tal fin, se seleccionaron 4 factores con sus respectivos niveles: biodegradabilidad (Biodegradable, No biodegradable, Sin información), país de fabricación del envase (E.E.U.U, China y Perú), precio (S/.11.20 y S/.11.80) y color del envase (Blanco y Beige). Doce prototipos fueron obtenidos por un diseño factorial fraccionado variando ortogonalmente los factores y niveles. Los participantes realizaron un Análisis Conjunto Basado en Elección (ACBE) que consistió en seleccionar un producto de una serie de prototipos presentados. Durante el ACBE, los consumidores también se sometieron a una electroencefalografía (EEG), seguimiento ocular (SO) y la medición instrumental de emociones subconscientes (ME). Los resultados instrumentales mostraron una mayor puntuación por los envases biodegradables fabricados en Perú, independientemente del costo. Por otro lado, los resultados del ACBE reflejaron un efecto positivo en la elección de productos “biodegradables”, "fabricado en Perú”, “de color blanco” a “S/.11.20”. Además, se encontró una correlación positiva entre las técnicas de neuromárketing y sensométricas.
ABSTRACT In this thesis, consumer behavior by disposable containers for fresh beef was studied from two complementary approaches: sensometry and neuromarketing. For this purpose, 4 factors were selected with their respective levels: biodegradability (Biodegradable, Non-biodegradable, No information), country of manufacture of the container (USA, China and Peru), price (S / .11.20 and S / .11.80) and color of the container (White and Beige). Twelve prototypes were obtained by a fractional factorial design by orthogonally varying the factors and levels. Participants performed a Choice Based Conjoint Analysis (CBCA) that consisted of selecting a product from a series of prototypes presented. During the CBCA, consumers also underwent electroencephalography (EEG), eye tracking (ET), and instrumental measurement of subconscious emotions (EM). The instrumental results showed a higher score for biodegradable packaging manufactured in Peru, regardless of cost. On the other hand, the CBCA results reflected a positive effect on the choice of “biodegradable” products, “made in Peru”, “white” at “S / .11.20.” In addition, a positive correlation was found between the techniques neuromarketing and sensometrics.
ABSTRACT In this thesis, consumer behavior by disposable containers for fresh beef was studied from two complementary approaches: sensometry and neuromarketing. For this purpose, 4 factors were selected with their respective levels: biodegradability (Biodegradable, Non-biodegradable, No information), country of manufacture of the container (USA, China and Peru), price (S / .11.20 and S / .11.80) and color of the container (White and Beige). Twelve prototypes were obtained by a fractional factorial design by orthogonally varying the factors and levels. Participants performed a Choice Based Conjoint Analysis (CBCA) that consisted of selecting a product from a series of prototypes presented. During the CBCA, consumers also underwent electroencephalography (EEG), eye tracking (ET), and instrumental measurement of subconscious emotions (EM). The instrumental results showed a higher score for biodegradable packaging manufactured in Peru, regardless of cost. On the other hand, the CBCA results reflected a positive effect on the choice of “biodegradable” products, “made in Peru”, “white” at “S / .11.20.” In addition, a positive correlation was found between the techniques neuromarketing and sensometrics.
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Keywords
Seguimiento ocular, Electroencefalografía, Análisis conjunto, Envase biodegradable