Evaluating the online shopping experience versus the brick-and-mortar shopping experience : a neuromarketing overview

Abstract

Purpose - Through analysing female groups, differing by age, marital status and job status, the study aims to highlight the difference in two different environments - the brick-and-mortar and online shopping environments. Furthermore, the study aims at trying to uncover a correlation, if any, of brand loyalty and information usage within the same groups. Methodology - In trying to achieve these objectives, a neuromarketing approach was undertaken using portable EEG and Eye Tracker. In addition, a quantitative questionnaire was used in view of supporting the results obtained from the neuromarketing tools. Findings - The results of this study show that there is in fact a difference between the brick-and-mortar and web shopping environments. The study highlighted how brickand- mortar shopping environment is predominantly more attractive to the older generation, while online shopping is more attractive to the younger generation. In addition, it was noted that the latter tend to experience higher levels of brand loyalty, even if these are willing to try new brands - unlike the 36-60 age group. Research Limitations - Limitations of this research study included the state of mind of participants while conducting the task requested especially because these were not used to the equipment being used. Practical Implications - Considering that females are predominately the ones that do the family - or otherwise - shopping, it is imperative for relevant stakeholders to understand them better. Understanding the relationship between the shopping environment and shopper will help the supermarkets/groceries to increase the store's brand loyalty. Originality/Value - Conducting the research through a neuromarketing approach helps better understand the consumers' perceptions Even if traditional marketing research can help in understanding this, neuromarketing offers a way for the research to analyse this relationship, in depth, that traditional marketing cannot.