Perceptions that Sell: Technology-Supported Neuromarketing in the Textile Industry Guano

This study, entitled ‘Perceptions that Sell: Neuromarketing with Technological Support in the Textile Industry’, has the general objective of determining how neuromarketing influences consumer perception in the textile sector in Guano. This research arises from the need to apply technological and cognitive tools that allow a better understanding of consumer behaviour in traditional markets. The hypothetical-deductive method was used for the development of the study, starting from an initial hypothesis that was tested throughout the study. The approach was descriptive and non-experimental, focusing specifically on the textile industry in Guano. For data collection, consumer surveys and interviews with textile company owner-managers were carried out during working days. The data were processed and analysed using the SPSS statistical tool. The findings show that neuromarketing has a significant impact on consumer perception. Emotions were found to play a key role in purchasing decisions, as cognitive and physiological responses influence how a product is valued.neuromarketing offers an innovative and scientific approach to understanding the Guano textile market. It was shown that emotional factors are determinant in product choice, and can be managed through specific strategies.