Prado León, Marta2024-06-162024-06-162024-06-15https://hdl.handle.net/10115/34030Trabajo Fin de Grado leído en la Universidad Rey Juan Carlos en el curso académico 2023/2024. Directores/as: Juan Enrique Jiménez Fernández-VillamilThis project examines the impact of neuromarketing on consumer behavior in the context of the rising trend of self-service and the integration of omnichannel and multichannel retail strategies. By analyzing neurophysiological responses, we identify how personalized, sensory-rich merchandising enhances engagement and drives purchasing decisions across various retail platforms. Findings highlight the importance of cohesive customer experiences in both physical and digital channels. The research looks at what drives consumer choices. We show how personalized merchandising can connect online and offline shopping smoothly, making customers happier and more loyal. The study also talks about the move towards self-service, showing how easy-to-use designs give consumers more control and a better shopping experience. Plus, it highlights how important the point of sale is for boosting purchases. By integrating neuromarketing insights with retail strategies, this project offers valuable recommendations for optimizing merchandising tactics, providing a comprehensive framework for understanding and enhancing the modern shopping journey.engneuromarketingmerchandisingconsumer behaviourinfo:eu-repo/semantics/studentThesisinfo:eu-repo/semantics/embargoedAccess