Emotional codes and purchase decisions in clients of the construction machinery rental company

Abstract

The objective of the research was to determine the Emotional Codes (CE) that influence the purchase decision of the clients of the Construction Machinery Rental company (AMC), in the city of Ambato-Ecuador, 2021. The methodology was of a mixed approach, quantitative-qualitative, correlational level, non-experimental and cross-sectional design, documentary and field research, the applied techniques were: survey, interview and Eyes Tracking biometric equipment. The techniques were: the survey to the EAP of 381 inhabitants (city, Ambato), the interview with the general manager of the company, the two techniques allowed to identify the CE marks of the clients; and 30 clients used Eyes Tracking biometric equipment from the Neurolab laboratory to obtain information on client reactions to photographs of the model house. After identifying the CE, 6 neuromarketing strategies were plated. The results identified the CEs in the decision to buy a home, these are: Joy, Peace, Family, Pacer, family happiness, harmony, organization, security, immediate happiness, in the three brains (reptilian-limbic-cortex). It is concluded that the CE identified are a significant tool in home purchase decisions, they should be applied in the content of neuro-advertising strategies in home sales.