TY  - JOUR
T1  - Çayın Nöropazarlama Perspektifinden Tat, Koku ve Görsel Uyaranlar Bağlamında Değerlendirilmesi
TT  - Evaluation of Tea Consumption from a Neuromarketing Perspective in the Context of Taste, Smelland Visual Stimuli
AU  - Er, Emine Hilal
PY  - 2025
DA  - July
Y2  - 2025
DO  - 10.53501/rteufemud.1497749
JF  - Recep Tayyip Erdogan University Journal of Science and Engineering
JO  - RTEÜ-FEMÜD
PB  - Recep Tayyip Erdoğan Üniversitesi
WT  - DergiPark
SN  - 2687-2315
SP  - 599
EP  - 615
VL  - 6
IS  - 2
LA  - tr
AB  - Çay, dünya genelinde önemli bir tüketim maddesi olup büyük bir pazarı kapsamaktadır. Ambalaj tasarımı, marka imajı algısı ve çay tadımı deneyi gibi konular, çay endüstrisinin araştırma odakları arasında yer almaktadır. Bu çalışmanın amacı, çay sektöründeki nöropazarlama araştırma konularının kapsamlı bir analizini yaparak, nöropazarlama stratejilerinin geliştirilmesine ve çay markalarının tüketiciler üzerindeki etkisinin daha iyi anlaşılmasına yardımcı olmaktır. Bu çalışma çay ile ilgili yapılan nöropazarlama araştırmalarını içeren ilk derleme makalesidir. Çalışmada çay konusunda yapılmış nöropazarlama çalışmaları taranarak 20 adet bilimsel makale tat, koku ve görsel uyaranlar olmak üzere üç kategoriye ayrılarak analiz edilmiştir. Nöropazarlama teknikleri kullanılarak yapılan tüketici deneyimi çalışmaları, tüketicilerin davranışlarını anlamak ve çay endüstrisindeki yeni araştırmaları teşvik etmek için önemli bir rol oynamaktadır. Literatür analizinin akabinde yeşil çay tadının dikkat ve hafıza üzerindeki olumlu etkisine, çay kokusunun stresi azaltabileceğine ve nörogörüntüleme yöntemleriyle ambalajın daha etkili bir biçimde tasarlanabileceği sonuçlarına ulaşılmıştır. Bu çalışmaların, çay endüstrisinin gelecekteki stratejileri ve tüketicilerin çay ürünlerine olan ilgisi hakkında daha derinlemesine anlayış sağlayabilmesi muhtemeldir.
KW  - çay
KW  - eeg
KW  - eye trackig
KW  - literatür incelemesi
KW  - nöropazarlama
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UR  - https://doi.org/10.53501/rteufemud.1497749
L1  - https://dergipark.org.tr/tr/download/article-file/3990550
ER  -