Decision Makers' Mindsets in the Jewelry Capital of America

Abstract

Neuromarketing is a tool of research that has showed those stimuli of marketing that affect the emotional part of buyers in the response of the brain. Their knowledge can be considered as a support in a strategy to influence increased sales levels and improve the relationship with customers. The purpose of the research is to demonstrate the relationship between the key strategies of neuromarketing and the elements of the quality in the service for sales to the final customer in commercial SMEs of the jewelry industry in Guadalajara. The methodology that was used was non-experimental of transversal character and an exploratory research and correlation. The object of the study was the commercial SMEs of Centro Joyero San Juan de Dios in Guadalajara. The analysis demonstrated that there exists a relation of the key strategies and the quality of the service in the perception of sales in neuromarketing.