The use of neuromarketing techniques to create a positive effect on consumer buying behaviour for high-street fashion retailers : a neuromarketing overview

Abstract

Purpose: The purpose of this research study is conduct neuromarketing testing to observe the consumer buying behaviour for high-street fashion retailers, while also giving an overview of neuromarketing. Design/Methodology/Approach: Consumer behaviour is going to be recorded using, Electroencephalography (EEG) and Eye-Tracking devices to record the brain activity of the participants. Participants were divided into two groups according to age and also a control group was assigned. Participants were taken to two high-street fashion retail stores in two different locations. Findings: Neuromarketing is a tool to gain insight of how consumers think and t what affects their purchasing decision. Female consumers over the age of 35 years view shopping as a relaxing activity; however, they are also the ones more likely to forget the experience once it is over. Females under the age of 35 years are very price sensitive and go through the evaluation process more frequently than those over 35 years old. Shopping in Paola was considered a relaxed shopping experience, while shopping in Sliema is viewed more as a functional activity. Research Limitations: Since neuromarketing is a relatively new area of study, lack of knowledge from participants resulted in participants feeling uncomfortable with the equipment and confused at first. Participants were not in their natural shopping state during the testing sessions. The equipment itself was a limitation while assessing consumer behaviour since it prevented participants from trying on certain items and feeling not in their natural shopping state while browsing the store. Practical Implications: This research study could be used as a reference for future dissertations on neuromarketing, as well as providing knowledge and insights to local high-street fashion retailers about their consumers. Research findings could be used in store design and layout, merchandise assortment, targeting, and positioning. Originality/Value: This was one of the first dissertations locally that conducted studies on the local highstreet fashion industry using neuromarketing techniques. Combining brain science and marketing can lead to a better understanding how consumers think and the decision making process that they go through.