NEUROMARKETING TECHNIQUES AND TOOLS APPLICABLE IN RETAIL

Abstract

For companies and society, the impact of neuromarketing is significant because it can uncover automatic decision-making processes, how and why consumers make a certain decision, and this reveals important information about consumer behavior. Retail is changing considerably and the evolution of the market presents many opportunities in the online environment. Online retailers identify purchasing patterns by using consumer neuroscience. The choices a consumer makes are largely from the subconscious mind. Neuromarketing is a new field that studies what's inside a consumer's mind, what drives their decisions, what appeals to them, and what they don't like.

In this sense, we carried out a quantitative marketing research with the theme “Opinions and attitudes of Romanians regarding their participation as volunteers in neuromarketing research to observe their buying habits”. The results of the research can help consumers to analyze their buying behavior, retailers to improve their product and promotion techniques, and marketing specialists to learn about the types of consumers and their way of acting in the buying process.

Index Terms—neuromarketing, marketing research, retail.