TO STUDY USE OF SENSORY-NEURO MARKETING STRATEGY ON CONSUMER BUYING BEHAVIOUR TOWARDS ECO-FRIENDLY ORGANIC GREEN PRODUCTS
Journal Title: World Journal of Engineering Research and Technology - Year 2017, Vol 3, Issue 3
Abstract
The issue of the effects of Neuro-Marketing for companies and society is important since it is assumed that there is potential to discover implicit and automatic processes which determine the decision making process, and that it will reveal secret information about consumer behavior which was not obtainable by the traditional marketing methods (Hubert, and Kenning, 2008; Tusche, Bode, and Haynes, 2010; Ariely, and Berns, 2010; Senior, and Lee, 2008). Although there are also critical arguments against neuromarkertings‟ intervention into the privacy of customers, it is expected that with this method, more effective customer segmentation can be carried out, which in turn leads to improved marketing of products by considering individual product and brand preferences as well as consumer behavior in general (Venkatraman, Clithero, Fitzsimons, and Huettel, 2012). The traditional term ―marketing can be defined as an activity which tries to bring together products and people by understanding and analyzing human behavior which is relevant to the trade market (Ariely, and Berns, 2010; Lee et al., 2007). Although Madan (2010) argues that the activity of marketing is purely commercial and focused on sales, we take the underlying definition of Ariely and Berns (2010) as the basis, stating that marketing on the one hand deals with the presentation of products focusing on consumer needs, and on the other hand influencing the decision making process of the customer. It tries to understand all ongoing and economically relevant processes in the brain (Braeutigam, 2005).
Authors and Affiliations
Dr. Aparna Prashant Goyal
Keywords
Related Articles
- EP ID EP658904
- DOI -
- Views 195
- Downloads 0
SOLAR BASED STREET AND BUILDING ORIENTATION THE CASE OF SNNPR CITIES LATITUDE 60 AND 70N
Urban design involves working with different professionals and different complimentary skills. The issues are broad; social, political, planning, engineering and geographical. The climate respect should be viewed in this...
ELECTRO HEATING OF FOOD- A NEW NON-CHEMICAL METHOD OF PROCESSING
Use of heat treatment to preserve food is an age old practice and is widely acceptable and applied to all kind of food processing industry. Pasteurization to blanching, retorting, pasteurization are some of the methods o...
THE CURRENT SITUATION OF MASS MEDIA ON NATIONAL ASSEMBLY’S ACTIVITIES
To meet the increasing requirement of quality of media in general and quality of media on national assembly in particular, we have conducted a research on the topic “Mass media and Public opinion on the National Assembly...
ADVANCED AUTOMATED INTELLIGENT TRANSPORT SERVICE WITH IOT INTEGRATED IN SMART CITY
The technological outburst has rendered any individual to achieve an hassle free, unambiguous, methodical system for reaching any destination, a necessity. With the advent of technology, the Internet has become accessibl...
PECULIARITIES OF SAMPLE PREPARATION FOR THE DETERMINATION OF CERTAIN MYCOTOXINS IN GRAIN PRODUCTS AND FRUITS BY IMMUNOBIOSENSOR ANALYSIS
Our current report focuses on effective ways of sample preparation for detection of mycotoxins aflatoxin B1 and T2 in grain products (wheat, maize, sunflower and oat) as well as patulin in fruits (plum, apple and grape)...