Plan de negocio para la creación de un laboratorio de servicios múltiples en neuromarketing, en la provincia de Manabí.

Abstract

This graduation project proposes the creation of a pioneering entrepreneurial initiative in the province of Manabí: a neuromarketing laboratory. This initiative seeks to address the lack of advanced tools among local businesses to understand their consumers' behavior, in a context where the commercial and service sectors are rapidly expanding. The business idea is based on the need for companies in Manabí to differentiate themselves in an increasingly competitive market. Despite the province's diversification of its economy beyond agriculture and fishing, many SMEs still lack effective strategies to connect with their target audiences. Neuromarketing, a discipline that combines neuroscience and marketing, is emerging as a strategic solution for analyzing consumers' emotional and cognitive responses, offering local brands a crucial advantage.