Mansor, Aida Azlina
(2019)
Exploring Consumers’ Subconscious Response On Marketing Mix Towards Green And Non-green Products:A Neuromarketing Approach.
PhD thesis, Universiti Sains Malaysia..
Abstract
Marketing is the core of a business and the primary goal of marketing is to
bring the products to the target market. Traditional products characteristics such as
Product, Price, Promotion and Place are the most important attributes when
consumers consider when making a purchase decision. However, one of the main
reasons of some marketing strategy fail is because the inability to understand the
decision making process that takes place in consumers’ subconscious minds. Thus,
marketers waste most of their budget by attracting only 10% of the brain that drives
consumers’ decisions. For that reason, a suitable method is therefore essential for
marketers to understand the underlying responses when consumers make decision.
Due to the issue, in the last few decades, significant advancement of neuroscience
has resulted in the emergence of neuromarketing, which provides a better
understanding of how subconscious minds reacts in everyday situations, especially in
marketing activities. This new concept brings powerful insights and techniques into
marketing research especially on consumers’ behaviour analysis. In this view, this
study looks at the growing field of neuromarketing and aims to explore consumers’
subconscious minds by examining the effectiveness of marketing mix on consumers’
decision making process. This study employed Electroencephalograms (EEG) and
Eye Trackers to examine consumers’ subconscious minds towards the main
component of the marketing mix during the decision making process. A laboratory
experiment employed thirty-one volunteers to take part in the study.
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