Emotional codes and purchase decisions in the customers of the markets in Riobamba

Abstract

The objective of the research was to identify the emotional codes (CE) of customers in the markets, in the purchase decision-making process in the markets of the city of Riobamba. The research approach was mixed, descriptive level, inductive, deductive, synthetic analytical and systemic methods, the technique that was applied was the survey in google drive, the instrument used was the questionnaire (40 items), the research design did not experimental and transversal. The population of 177 723 inhabitants of the projected PEA 2021, with a simple random sample of 383 surveys, applied to customers from 11 markets, the Cronbach's Alpha of 0.962, with excellent results. The results identified the CEs in the markets sections. It is concluded that, the CE that were identified in the purchase decision process the sections of: fruits, vegetables, vegetables and meat were: healthy, fresh, fair price, empathy, trust, economy, variety, cleanliness, relevance, surprise, organization. The negative CEs, were found in the sections of: vegetables, vegetables and meat were that there is no adequate cleaning and an organization in these sections. It is recommended to make content of advertising messages and strategies with the CE to generate emotions in the clients.