Neuromarketing strategies for the positioning of a health and pharmacy hypermarket

• Victoria Meneses Marin

  Universidad José Antonio Páez. Valencia, Venezuela

• Omar Monsalve

  Universidad José Antonio Páez

Neuromarketing is the set of techniques aimed at studying the brain to generate methods and strategies that allow us to learn and understand how the brain reacts to external stimuli, such as advertising or the purchasing process. This is very important today because companies operate in a changing and competitive environment, and therefore, they are now looking for methods to improve their market positioning. The general objective of this study was to propose the use of neuromarketing strategies as a tool to boost the positioning of health and pharmacy hypermarket, San Diego branch office, Carabobo State, with the aim of strengthening its brand awareness among consumers, gaining the loyalty of current customers, and attracting a wider audience to ensure its long-term viability. The research methodology implemented was a field study, conducted as a feasible project with a descriptive approach. For the research, a survey consisting of 10 closed-ended, dichotomous questions were used as the data collection technique. A proposal was developed to design neuromarketing strategies to position the company, based on the results obtained, which demonstrated the opportunity to implement such strategies and improve the effectiveness of its campaigns in influencing consumer behavior.

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Copyright (c) 2026 Victoria Meneses Marin

This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.

ISSN:2244-7857

Depósito Legal: ppi200902CA3925