Analysis of of Neural Marketing Factors and its impact on Purchase

Ehsan Ahadmotlaghi¹ Mohammad Afkhami² Mohammad Sheikhmohammadi³

1) Assistant professor , Payam Noor University, Tehran, Iran
2) Researcher , Payam Noor University, Tehran, Iran
3) MBA, Pune , India

IOI Code : XYHB-BEDED
Publication : The 3rd International conference in Management in the 21st Century (3icm21.com)
Abstract :
    One of the most important issues in the customer performance, is understanding how customers make decisions, and this has always been at the center of attention of researchers, marketers, and industrial managers. So out of the disappointment from the traditional methods, the modern methods and combined methods have been developed. Neuro marketing is the result of merger of two scientific fields of neuroscience and marketing. Neuro marketing is a new branch of marketing research which studies the effective sensory, cognitive, and emotional response of marketing drivers of consumers. Using the technologies like magnetic resonance imaging and eye tracking, researchers measure the changes in human brain activity, which helps us to better understand how decision-making of customers takes place, and which parts of the brain is involved in their decision-making. The purpose of this research is to analyze the neuromarketing factors and its effect on purchase of hTC company products. This was done by providing hypothesis, preparing questionnaire, and analyzing the resulting data from the questionnaire using the SPSS software, and making conclusions at the end.

Keywords : nero marketing advertisement product quality purchase