El neuromarketing en la gestión empresarial

Abstract

Thanks to neuroscience, neuromarketing studies the human brain to understand the consumer when making purchasing decisions, perception about products and brands is not a rational process, which explains why surveys, focus group and Interviews do not work, resulting in a new product to fail after 3 months of going to market, only 1 in every 100 companies exceeds 10 years of life and 60% of investment in advertising is a waste of money. This is why this research. Neuromarketing seeks to decipher the client's mind, knowing that decisions are 95% unconscious and that people do not know what they want. Relying on specialized instruments of neuroscience, as well as neuromarketing specialists’, semiotics, cultural anthropologists and psychologists, etc. Allows to investigate and to find explanations on the behavior of the people in the face of marketing stimuli. Its evolution is of such magnitude that companies like Unilever, Channel, Coca Cola, etc. apply it. The companies are giving it a lot of importance, and it was evident that 55% of the entrepreneurs knew what neuromarketing is about, 70% knew that the decisions are given unconsciously, in addition it was proved that 0% of the managers considered the fear as the main motivator of a purchase, on the other hand it was found that the interest of companies in applying neuromarketing was directed to 3 strategic areas: market research, sales and promotion.