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The customer has become a source of strategic information about the quality of products and services. For this reason, the objective of this research was to analyze the level of service and mental processes of clients in making decisions to consume milk in the province of Chimborazo. Non-probabilistic sampling was used and data were collected from 50 clients and 75 representatives of small- and medium-sized companies in the city of Riobamba which participated in the Production Exhibition, Macají, Riobamba 2019. An electroencephalogram was used to determine whether the purchasing decisions were made at the unconscious level by reading brain waves. Three brands of milk that are sold locally were used. The study revealed that there were representative differences in stimulating people to different perceptions (visual, olfactory, gustatory) that influence the appreciation and purchasing decisions of milk. Similarly, it was found that there are decisions that the consumer makes unconsciously based on memories and past experiences that influence their present behavior at the time of consumption. The study also revealed the need to improve the level of service. Keywords: neuromarketing, perception, strategies, service level. Resumen  El cliente se ha convertido en una fuente de información estratégica sobre la calidad del producto y del servicio. Por este motivo, el objetivo del artículo científico fue analizar el nivel de servicio y los procesos mentales del cliente para la toma las decisiones de consumir leche en la provincia de Chimborazo. El estudio se realizó mediante un muestreo no probabilístico con informaciones de 50 clientes y 75 representantes de pequeñas y medianas empresas de la ciudad de Riobamba que participaron en la Exposición de Producción, Macají, Riobamba 2019. Se utilizó el electroencefalograma para determinar si las decisiones de compra se realizan a nivel inconsciente mediante la lectura de ondas cerebrales. Para ello se utilizaron tres marcas de leche que se comercializan en la localidad. El estudio reveló que existen diferencias representativas al estimular a las personas a diferentes percepciones (visual, olfativa, gustativa) que influyen en la apreciación y decisión de compra de la leche. De igual modo, se constató que existen decisiones que realiza el consumidor de manera inconsciente basada en los recuerdos y experiencias del pasado que influyen en su comportamiento presente al momento del consumo. Asimismo, el estudio reveló la necesidad de mejorar el nivel de servicio. Palabras clave: neuromarketing, percepción, estrategias, nivel de servicio.

Analysis of Perceptions of Milk Consumption and Customer Service in the City of Riobamba, Province of Chimborazo