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Introduction: The environment that surrounds people is changing, unpredictable and uncertain, so in the use of the neo cerebral cortex, heuristics gain prominence in decision making, which in the business field is important to know the influence of the same in the support seeking successful sales in the commercial sector. This is related to local economies and the circulation of capital, the growth of wealth for the benefit of people. Objectives: To determine if the owners use heuristics to procure sales and observe what they do to enhance the chances of success for the commercialization of the products. Methodology: The study was conducted in a quantitative exploratory manner of a transactional nature through a survey designed with constructs to obtain the data. Results: It was determined that 81.31% of the population chosen in the Cuba neighborhood of the city of Manta uses heuristics as a fundamental tool in decision-making and in application of the heuristic principles of representativeness, availability, adjustment, and anchoring given that 76.77% of the owners improve the situation by having formal education. Conclusions: The owners do use heuristics, consciously or not, in an effort to sustain the operation of their businesses. At the same time, it was possible to observe that the behaviors obtained are of a fractal nature, which leads to continue exploring new polygons and that better strategies are determined to promote local economies based on trade, useful information for educational institutions, local governments, and private entrepreneurs. ; Introducción: El entorno que rodea a las personas es cambiante, impredecible e incierto por lo que en uso del neocórtex cerebral la heurística gana protagonismo en la toma de decisiones lo cual en el ámbito de negocios es importante conocer la influencia de este en el sostenimiento procurando ventas exitosas en el sector comercial. Esto se relaciona de forma directa con las economías locales y la circulación de capital, el crecimiento de la riqueza a beneficio ...