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Neuromarketing is a new tool in the field of marketing that uses neuroscience technology, through which it is possible to understand the tastes, preferences and behaviors of consumers in the face of the different stimuli in which they have found. The objective of the study is to know the effect and impact on the purchase decision of the students of the School of Business Administration and Accounting of the University Extension of Aguadulce, as well as the factors that influence the thinking of consumers at the time to make a purchase decision, and what is the stimulus that increases their perception, to better understand the buying habits of potential customers. A descriptive study was carried out. It is essential to prepare a didactic guide since it is essential to establish the different steps which would be necessary for the development of the academic tours guide in a logical and coherent way, since these must have a header and title, introduction, justification, objectives, methodology, didactic resources, schedule and finally the evaluation. 100 students of the Bachelor of Marketing are included.
Este obra está bajo una licencia de Creative Commons Reconocimiento-NoComercial-CompartirIgual 4.0 Internacional.
