Çayın Nöropazarlama Perspektifinden Tat, Koku ve Görsel Uyaranlar Bağlamında Değerlendirilmesi

Yıl 2025, Cilt: 6 Sayı: 2, 599 - 615, 29.07.2025

Emine Hilal Er

https://doi.org/10.53501/rteufemud.1497749

Öz

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.

Anahtar Kelimeler

çay , eeg , eye trackig , literatür incelemesi , nöropazarlama

Evaluation of Tea Consumption from a Neuromarketing Perspective in the Context of Taste, Smelland Visual Stimuli

Öz

Tea is an important commodity globally, covering a vast market. Topics such as packaging design, brand perception, and tea tasting experiments are among the research areas focuses of the tea industry. The aim of this study is to conduct a comprehensive analysis of neuromarketing research topics in the tea sector, aiming to contribute to the development of neuromarketing strategies and a better understanding of the impact of tea brands on consumers. This study is the first review article including neuromarketing research on tea. Neuromarketing studies related to tea were scanned, and 20 scientific articles were categorized into three categories: taste, smell, and visual stimuli, and analyzed. Consumer experience studies conducted using neuromarketing techniques play an important role in understanding consumer behavior and promoting new research in the tea industry. Following the literature analysis, it was concluded that green tea taste has a positive effect on attention and memory, tea aroma can reduce stress, and packaging can be designed more effectively using neuroimaging methods. These studies are likely to provide a deeper understanding of future strategies for the tea industry and consumers' interest in tea products.

Anahtar Kelimeler

Tea , EEG , Eye tracking , Literature review , Neuromarketing

Kaynakça

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