Users attitude and perception of neuromarketing techniques of chain stores

Neuromarketing predstavlja nov način istraživanja potrošača koji upotrebljava moderne tehnologije. Tim se tehnologijama omogućava prikaz moždane aktivnosti prilikom izloženosti određenim stimulansima. Ova disciplina pomaže u proučavanju kognitivnih i emocionalnih reakcija potrošača na različite marketinške podražaje. Neuromarketingom se želi otkriti kako korisnici razmišljaju te što ih motivira na određeno kupovno ponašanje. Svaki dio ljudskog mozga ima svoju zadaću u stvaranju dojmova o vanjskome svijetu, a podaci koje prikupljamo osjetima, se povezuju sa značenjem i znanjem o onome što je pred nama. Glavni je cilj današnjih kompanija i brendova stvaranje odanosti kod kupaca planiranim aktiviranjem osjetilnih reakcija. Iz tog su se razloga počeli stvarati proizvodi koji suptilnim aktiviranjem osjetila prenose ideje koje određena kompanija kreira. Osjetilima često manipuliraju i u trgovačkim lancima, pa je stoga fokus ovog rada na percepciji korisnika prema neuromarketinškim tehnikama trgovačkih lanaca. Glavni je cilj ovog rada bio ispitati znanje korisnika o neuromarketingu, percepciju prema neuromarketinškim tehnikama u trgovačkim lancima i osjećaje koje neuromarketing budi u ispitanicima. Istraživanje je provedeno metodom anketnog upitnika na uzorku od 535 sudionika od kojih većinu čini ženska populacija. Upitnik je podijeljen putem društvenih mreža i elektroničke pošte. Rezultati istraživanja pokazali su da većina ispitanika nije upoznata s pojmom neuromarketinga, kao ni s neuromarketinškim tehnikama i alatima za provedbu istraživanja. Nadalje, većina ispitanika primjećuje neuromarketinške tehnike i metode trgovačkih lanaca te smatraju kako se na njihove kupovne odluke može utjecati aktiviranjem određenih osjetila. Također, ne postoji značajna razlika između starije i mlađe populacije, kada govorimo o osjećajima koje neuromarketing budi u njima.Neuromarketing represents a new way of consumer research that uses modern technologies. These technologies enable the display of brain activity during exposure to a certain stimuli. These discipline provides studying of cognitive and emotional reactions of consumers to various marketing stimuli. Neuromarketing aims to discover how users think and what motivates them to a certain purchasing behaviour. Every part of human brain has its purpose in creating impressions about the outside world and the data that we collect with our senses are connected with meaning and knowledge about what i sin front of us. The main goal of companies is to create a sense of loyalty in customers by activation of sensory reactions. For that reason, products that transfer the ideas by subtle activation of senses were created by certain companies. The senses are often manipulated with in retail chains so the focus of this paper is on the user´s perception of the neuromarketing techinques in retail chains. The main goal of this paper was to question the knowledge of users about neuromarketing, their perception towards neuromarketing techniques in retail chains and the feelings that neuromarketing arouses in examinees. The research was conducted using the questionnaire method on a sample of a 535 participants, most of whom are female. The questionnaire was distributed via social media and e-mail. Based on the research results we concluded that the majority of examinees are not familiar with the term neuromarketing, nor with neuromarketing techniques and tools for research conducting. Furthermore, most examniees notice neuromarketing techniques and methods of retail chains as well as consider that their purchasing decisions can be influenced by activating certain senses. Also, there is no significat difference between older and younger population when it comes to feelings that neuromarketing arouses in them