Maestría en Mercadeo · 2026

Atracción por las marcas : estudio sobre los factores motivadores e inhibidores que determinan el proceso de decisión de compra de papas fritas en el punto de venta

This research applies the scientific method to determine the motivating and inhibiting factors that influence the purchase decision process for potato chips at the point of sale. The market in this food category is highly competitive, which is why this research can provide relevant information to snack companies seeking to improve their marketing strategies. The methodology used is descriptive, non-experimental research with a qualitative approach, which helps to understand the visual stimuli and attitudinal responses to the packaging elements of potato chip brands. This was achieved through the implementation of instruments such as eye-tracking and questionnaires. The main finding is that visual elements do not necessarily generate a purchase motivator. While a package may attract the shoppers’ attention, this does not necessarily translate into a final purchase decision. Furthermore, some factors such as stopping power and heuristics were found to be related to the motivators and inhibitors in consumers’ purchase decisions.

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