Neurorinkodaros metodai vartotojų elgsenos tyrimuose

Abstract

According to the researchers, more than 90 percent information received by users are processed unintentionally or unconsciously. According to E. Vaičiukynaitė (2016), neuromarketing research helps to know about consumer behaviour more than traditional marketing methods. N. Braidot (2009) says, that neuromarketing is a field that applies the principles of neuroscience to marketing research, studying consumers’ sensorimotor, cognitive, and affective response to marketing stimuli. The aim of this research is to find out neuromarketing techniques of consumer behaviour research. Data for the quantitative research were collected through two surveys: first survey has been designed for users, other- for marketing departments of Lithuanian organizations. The first survey was attended by 51, the second- 75 respondents. Results revealed that users and marketing departments of Lithuania organizations assess neuromarketing in a positive way: users consider it as acceptable, although it is currently analysing their brain processes. As well as users would agree to participate in neuromarketing research. Organizations highlights neuromarketing benefits in their business and has no doubts in neuromarketing research advantages compared with traditional marketing research. In future marketing research supported on neuroscience will replace traditional marketing consumer research. So far, the old and new methods coordination would be the most effective way of consumers research.