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International organizations such as the Organization for Economic Cooperation and Development (OECD) have noted that in recent years Latin American region has experienced very low levels of competitiveness, especially in areas of knowledge. They also note that there are low levels of scientific productivity, training of human resources, science and technology investment, and patent applications. This problem is worsened by the lack of students who pursue programs in science and technology. Given the above problem, it was considered that marketing can offer options to increase student interest in this type of studies as well as assisting in the retention of those who are currently enrolled in them. A non-experimental, quantitative, descriptive, and simple transversal research was conducted, to generate a model of relationship marketing that allows attracting high school students to the study of some of the programs of the scientific-technological area. For that purpose, the analysis of the factors that influence their decision making was carried out. The results showed that the factors that affect the interest in this type of studies are: negative perceptions towards the study of mathematics, low motivation from parents, the misuse of didactic materials, and the little supervision from teachers who support students.

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Analysis of the Factors Affecting the Choice of Scientific and Technological Undergraduate Studies and Relationship Marketing Theory: Study in the State of Hidalgo, Mexico