Neuromarketing mixes its statistical analysis and Business Intelligence in the SMEs of the Province of Chimborazo- Ecuador
DOI:
https://doi.org/10.56294/sctconf20251564Keywords:
financial management, budget, planning, research, resource allocation, budget executionAbstract
The objective of the study "Neuromarketing Mix and Business Intelligence in MSMEs in the Province of Chimborazo" is to investigate the intersection between the Neuromarketing Mix and Business Intelligence systems, with the aim of optimizing data collection by the BI DATA research team at the Escuela Superior Politécnica de Chimborazo (ESPOCH). This team aims to provide accurate information on the consumption of basic family food products, thereby supporting public institutions and MSMEs in the region in developing innovative strategies that strengthen their market position.
The study focuses on addressing the limitations of the previously used data collection instrument, which did not consider emotional factors in respondents' responses, thereby introducing bias into the results. To improve the accuracy of data collection, advanced Neuromarketing technologies are incorporated, such as Face Coding biometric equipment, which allows the capture of respondents' real emotions during the survey process. This facilitates a more in-depth analysis of purchasing decisions, thereby reducing data bias.
Adopting a mixed methodological approach that combines qualitative and quantitative analysis, the study evaluates how consumers' emotions and unconscious reactions influence their purchasing behavior. This perspective not only seeks to optimize MSMEs' marketing strategies, but also to improve their operational efficiency and foster economic growth in the region.
The study's findings indicate that the integration of the Neuromarketing Mix with Business Intelligence significantly transforms data collection, providing more accurate and reliable information to ESPOCH's BI DATA team. This information will be shared free of charge with MSMEs in Chimborazo, thus contributing to improved decision-making and market positioning. Furthermore, the study highlights the relevance of these tools for analyzing spatial consumption patterns, generating valuable insights for the implementation of Neuromarketing technologies and Business Intelligence systems. In conclusion, the proposed integration is presented as a crucial element for successful data collection within a Business Intelligence system, improving accuracy and reducing bias in the data obtained by the ESPOCH BI DATA team, the results of which will benefit MSMEs and public institutions in the province of Chimborazo.
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Copyright (c) 2025 Myriam Johanna Naranjo Vaca, Eduardo Xavier Macias Collahuazo , Francisco Eduardo Toscano Guerrero , Lénin Enrique Valverde Sánchez , Reinaldo Sebastián Haro Benavides , Emerson David Villavicencio Tenezaca (Author)
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