MEASURING CONSUMER BRAND PERCEPTIONS IN TERMS OF NEUROMARKETING BY USING THE EEG METHOD: AN EXPERIMENTAL STUDY ON THE AUTOMOTIVE INDUSTRY

Abstract

ABSTRACT

Objective: The aim of this research is to determine consumer's car brand perceptions by using Electroencephalography- EEG device according to the determined comfort, security, fuel saving, stylish design, quality service, prestige, performance, durability and quality variables.

Materials and Methods: The aim of this research is to determine consumer's car brand perceptions by using Electroencephalography- EEG device according to the determined comfort, security, fuel saving, stylish design, quality service, prestige, performance, durability and quality variables. A 10-channel EEG device was used in the study. The work we conducted to determine the automobile brand perceptions of consumers was applied to 30 participants from the students and academicians at Fırat University. Participants were determined on a voluntary basis and necessary information was provided to each participant before work. car brand will be used in research to determine the best-selling car brand in Turkey 6 passenger has been identified. In this study, it will be determined how consumers perceive car brands. Participants were presented with PowerPoint presentations along with 9 identified dimensions of 6 brands. Each experiment lasted a total of 180 seconds. The responses of the participants were determined with the EEG device and processed into the prepared form.

Results: According to the results of this research, it was seen that the participants matched the determined dimensions most with Volkswagen and Toyota brands.

Conclusion: By using neuromarketing methods, we found that consumers are moving away from rationality. Besides intangible and emotional concepts are becoming more prominent for thae consumers. Even though it does not give a general judgment or conclusion of the perception of car brands, the results of this research provide important clues within the framework of the sample of the researcher. As consumer behaviors and preferences arise due to many factors, it is likely that different results will emerge in a wider range of economic, social, psychologically and culturally through different places, times and countries. Depending on these, different levels of perception may arise.

Keywords

• Neuromarketing
• EEG
• Consumer Behaviour
• Brand Perception
• Neuromarketing Research

MEASURING CONSUMER BRAND PERCEPTIONS IN TERMS OF NEUROMARKETING BY USING THE EEG METHOD: AN EXPERIMENTAL STUDY ON THE AUTOMOTIVE INDUSTRY

Öz

Amaç: Bu araştırmanın amacı, belirlediğimiz konfor, güvenlik, yakıt tasarrufu, şık tasarım, kaliteli
hizmet, prestij, performans, dayanıklılık ve kalite değişkenlerine göre Electroencephalography- EEG cihazı
kullanılarak tüketicilerin otomobil marka algılarının tespit edilmesidir.
Gereç ve Yöntem: Araştırmada 10 kanallı EEG cihazı kullanılmıştır. Tüketicilerin otomobil marka
algılarını belirlemek amacıyla yaptığımız çalışmamız Fırat Üniversitesi’ndeki öğrenci ve akademisyenlerden
oluşan 30 katılımcıya uygulanmıştır. Katılımcılar gönüllülük esasına göre belirlenmiş ve çalışmadan önce
katılımcıların her birine çalışma ile ilgili gerekli bilgilendirmeler yapılmıştır. Araştırmada kullanılacak otomobil
markalarının belirlenmesi amacıyla Türkiye’de en çok satılan 6 binek otomobil markası belirlenmiştir. Bu
çalışmada tüketicilerin otomobil marka algıları incelenerek tüketicilerin otomobil markalarını nasıl algıladıkları
tespit edilecektir. Katılımcılara 6 marka tespit edilen 9 boyut ile birlikte powerpoint sunusu şeklinde
gösterilmiştir. Her bir deney toplam 180 saniye sürmüştür. Katılımcıların verdikleri tepkiler EEG cihazı
vasıtasıyla tespit edilerek hangi marka ve boyuta hangi düzeyde tepki verdikleri hazırlanan forma işlenmiştir.
Bulgular: Bu araştırmanın sonuçlarına göre katılımcıların belirlenen boyutları en çok Volkswagen ve
Toyota markaları ile eşleştirdiği görülmüştür.
Sonuç: Tüketicilerin rasyonellikten uzaklaştığı ve şık tasarım, kaliteli hizmet, prestij gibi daha
duygusal ve soyut kavramların ön plana çıktığı tespit edilmiştir. Bu araştırmanın sonuçları, otomobil
markalarının algılanması ile ilgili olarak genel bir yargı ya da hüküm doğurmasa da araştırmanın örneklemi
çerçevesinde elde edilen sonuçların analiz ve yorumlanmasına dayandığından en azından bu konuda önemli
ipuçları sunmaktadır. Tüketici davranış ve tercihleri birçok faktöre bağlı olarak ortaya çıktığından daha geniş
örneklemlerde yada ekonomik, sosyal, psikolojik ve kültürel olarak farklı yer, zaman ve ülkeler boyutunda
farklı sonuçların ortaya çıkması muhtemeldir. Bunlara bağlı olarak farklı algı düzeyleri ortaya çıkabilir.

Anahtar Kelimeler

• Nöropazarlama
• EEG
• Tüketici Davranışı
• Marka Algısı
• Nöropazarlama Araştırması

Kaynakça

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