Name: Moisés Fabián Perdomo Santana, Dr. Sergio Moreno Gil, Dr. Patricia Picazo Peral.
The purpose of this study is to examine the emotional response to pitaya consumption, as well as the factors that influence its purchase. In the first phase, preliminary research was carried out using surveys to analyse the differences in these factors between residents and tourists.
For the second stage, an experiment has been designed to analyse the emotional impact and the elements that influence the attention and fixation of the pitaya, use neuromarketing techniques such as Face Coding and Eye Tracking. In addition, the impact of various visual stimuli, such as videos and images, as well as promotional strategies, such as highlighting the health benefits or highlighting the properties related to the gastronomic experience based on gastronomic references, will be evaluated. The consumption experience will also be analysed, as well as the factors that influence it.
Objectives:
To analyse the emotional response associated with pitaya consumption.
To identify the factors that influence the purchase and consumption of pitaya.
To investigate the factors that affect the attention and fixation of pitaya compared to other foods.
To analyse the influence of visual stimuli, such as videos and images, on the perception of pitaya.
To study the impact of promotion on the purchase intention and consumption of pitaya.