By :

• Ayda Yineth Maturín.

• Lorena Garzón Casas
 What happens in our
brains?

PEPSY CHALLENGE

PURCHASING
DECISION
 PROBLEM

ARE WE BEING MANIPULATED

UNCONSCIOUS?
 OBJECTIVES

 General Objective
Observe how consumers react to different stimuli
advertising exposure at the point of sale and show to what
extent these stimuli can control the minds of consumers.
 Specific Objectives

Inform people about this new form of knowledge-focused

marketing.

To show the different views that have emerged around this
knowledge, the intrusion on the mind and the evolution of
marketing.

Examples demonstrate both nationally and internationally

the functionality and importance of Neuromarketing.

Classify the relevant aspects of this science to the degree of

impact they have within the population and to categorize the
group of people more sensitive to these stimuli.
JUSTIFICATION
 ABSTRACT
The traders, influenced by the steady increase in competition, should ensure
that their business premises are outdated and represent an image that appeals
to your target market. The place and the specific atmosphere of the place may
influence a greater extent than the product itself at the time of the purchase
decision. When a consumer comes into your favorite store you will barnacle
some music, aroma, temperature, furniture and even employees and other
customers. Managers may take advantage of the controllable elements.
Sometimes a store environment that contains pleasant stimuli, the perception
could be transferred to your products or services. In fact, the physical
environment in a point of sale is essential. The environment is composed set
of variables as, music, commercial space, lighting, number of customers,
architecture, color, store design (inside and outside), aroma, organization and
staff.

Key Words: trader, atmosphere, point of sale, store elements, marketplace,

environment, customer, perception.
METHODOLOGICAL ASPECT

SPACE

LIGHT

AUDENCIE
DEVELOPMENT

OBSERVATION STUDY

PRIMARY REFERENCE
Observation Study
Olimpica Supermarket
Falabella
 ANALYSIS
1. Atmosphere at the point of sale

 Exterior Design

 Environmental Conditions

 Functional interior design

 Aesthetic interior design

 Social dimension
 2. Space at the point of sale

 Psychological reactions: Buyers are most active

when there are many people.

 Emotional reactions: feelings have individuals from

the environment at the facility.

 Behavioral reactions: The density largely influences

social behavior.
 3. The distribution of products

 Products rational or impulsive purchase: Critical factors

influencing with respect to different types of products.

 Complementarily: The distribution of the sections

complement each other.

 Products attraction: People come to the dealer looking to

buy a limited number of specific products.
 4. Circulation at the point of sale

The route

 Access corridor: the corridor is wider

(between 5 and 10 meters wide) and
throughout the establishment.

 Main or central corridors:

Indispensable in any shop.

 Access Corridors: These are the smaller

halls in width and depth throughout.
 CLASIFY ACCORDING PROFILES

Age: 12 a 20 years
Age: 18 a 40 years

Age: 35 a 50 years
 CLASSIFICATION ACCORDING TO LOCATION

Focused light
Yellow Light
Cash desk strategically placed.
Music slow first floor tour.
Music rapid household section.
Standard light.
White light.
High audience, the cash desk
are at the start, less congestion
in corridors.
Fast music
Standard light.
Yellow Light
Narrow space for mobilization.
Cash desk strategically located.
Yellow Light
Standard white light
Narrow space for mobilization.
Slow music.
Cold environment.
Narrow space between stands.
Cash desks at the output.
 CONCLUSIONS
 The interior design of the outlet could create and increase positive
perceptions of consumers from the establishment.

 A large commercial area of shopping is more comfortable and

enjoyable shopping, decreasing the negative feelings of consumers.

 Poor organization at the point of sale increases the negative feelings

of consumers, increasing the likelihood of not returning to the
facility.

 The interior and exterior architecture, the distribution of

commercial area and the location of the sections may increase the
positive feelings of consumers.
 The establishment must be linked external image interior image.

 The affective and cognitive consumers could be affected by the

interior design.

 The aesthetics and good organization and the ease with which the
individual has to move inside the shop in consumer extended good
preferences to the point of sale.
 BIBLIOGRAPHY
 JONES GARETH. Marketing Contemporáneo. Editorial: Mcgraw-hill . Año edición: 2006.
 KOONTZ, HAROLD. Administración una perspectiva global. Editorial: Mcgraw-hill Año
edición: 2003.

ARTICULOS
 ZORILLA, P. (2002): “Nuevas tendencias en merchandising. Generar experiencias para
conquistar emociones y fidelizar clientes”, Distribución y Consumo, nº 65, pp. 13-20.
 SIERRA, B., ALIER, E. y FALCES, C. (2000): “Los efectos de las variables ambientales sobre la
conducta del consumidor”, distribución y Consumo, nº 54, pp. 5-23.

CITAS ELECTRÓNICAS
 Neuromarketing: Publicidad directo al inconsciente . Ariel Parizzesi.
www.neoteo.com/neuromarketing.com
 Neuromarketing. Autor: Oswaldo Toscano, 2009 www.apuntesgetion.com
 Neuromarketing; La promesa de leer la mente del consumidor. Autor: Alain Falkon,
2008. www.estoesmarketing.com
 SCHEDULE
Week 1 Week 2 Week 3 Week 4
Activity (Febr. 20 (Marz 4 (Marz 14 (Marz 28
Febr. 27) Marz 11) Marz 21) Abril 4)

 Approach of the problem

 Primary Reference collection

 Visits to the shopping centre. v

 Realization of inquiry
 Direct Observation of the
problem
 Information Tabulate

 Information analysis