Odnos i percepcija korisnika prema neuromarketinškim tehnikama trgovačkih lanaca

master's thesis

• Title (english): Users attitude and perception of neuromarketing techniques of chain stores
• Author: Tania Pukljak
• Mentor: Danijel Labaš (mentor)
• Mentor: Davor Trbušić (sumentor)
• Committee member: Tanja Grmuša (predsjednik povjerenstva)
• Committee member: Ivana Jeleč (član povjerenstva)
• Committee member: Davor Trbušić (član povjerenstva)
• Granter: University of Zagreb; Faculty of Croatian Studies; (Department of Communication Sciences); Zagreb
• Defense date and country: 2023-09-19, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Information and Communication Sciences; Communicology

Abstract

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.

Abstract (english)

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.

• Keywords: neuromarketing; neuromarketinške tehnike i alati; trgovački lanci; osjetila
• Keywords (english): neuromarketing; neuromarketing tecniques and tools; retail chains; senses
• Language: croatian
• URN:NBN: urn:nbn:hr:111:757244
• Study programme: Title: Department of Communication Studies; Study programme type: university; Study level: graduate; Academic / professional title: magistar/magistra komunikologije (magistar/magistra komunikologije)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Open access
• Created on: 2023-09-21 08:21:08