ADVANCED MAPPING AND EVALUATION OF CONSUMER PERCEPTION AND PREFERENCES ON THE CAR MARKET BASED ON EYE-TRACKING
Journal Title: Polish Journal of Management Studies - Year 2017, Vol 16, Issue 2
Abstract
The paper explores the place and position of consumer neuroscience in marketing management while it points out its role in understanding consumer behaviour. The current competitive environment is associated with the re-evaluation of traditional methods and processes on the one hand, and the application of new sources of information for the report manager's decision on all levels, not only in manufacturing companies, service companies as well as commercial companies. The aim of this study was to point out the relatively new ways of marketing research through interdisciplinary field called consumer neuroscience for effective marketing management realization in a car selling enterprise. From the results we were able to analyse feedback about visual attention in buying decisions and so realize effective marketing management in form of proper strategic decisions.<br/><br/>
Authors and Affiliations
Jakub Berčík, Elena Horská, Roderik Virágh, Andrej Šulaj
Keywords
Related Articles
- EP ID EP248476
- DOI 10.17512/pjms.2017.16.2.03
- Views 117
- Downloads 0
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