Neuromarketing: Knowledge, Perception, and Application in Entrepreneurs of Ciudad del Este, Paraguay

Abstract

The research analyzes commercial strategies in Ciudad del Este, focusing on techniques that help understand purchasing decisions through internal processes that are not always conscious. Despite the dynamism and competitiveness of the city, many businesses are unaware of or underutilize methodologies based on sensory, emotional, and cognitive stimuli to optimize consumer communication. The main objective was to describe the level of knowledge, perception, and application of these tools in local commerce, while the specific objectives included identifying the familiarity of entrepreneurs and marketing managers, analyzing their perceptions regarding their usefulness in sales, and determining their application in commercial strategies. A quantitative approach with a descriptive design was adopted, applying structured surveys to 134 entrepreneurs in the downtown area of Ciudad del Este. The instrument was validated by experts, and the data were analyzed statistically using PSPP. The results reveal a low adoption of the approach: 67% of respondents are unaware of the concept, and none have received practical training; only 11% show some familiarity. Furthermore, 78% do not apply these strategies in their businesses, although 56% intuitively perceive their principles in local advertising. The main limitations are a lack of technical knowledge (62%) and limited budgets (25%). In conclusion, although there is a moderate interest, it is necessary to implement specialized and contextualized training so that SMEs can transform intuitive practices into structured, ethical, and competitive strategies, thereby improving communication with consumers and commercial performance in a highly competitive environment.