About | HeinOnline Law Journal Library | HeinOnline Law Journal Library | HeinOnline

LOG IN
LOG IN


12 Technium Soc. Sci. J. 240 (2020)
Analysis of Differences in Selected Attributes of Neuromarketing within Socio-Demographic Characteristic

handle is hein.journals/techssj12 and id is 262 raw text is: Technium Social Sciences Journal Vol. 12, 240-246, October 2020 ISSN: 2668-7798 SOCIAL SCIENCES JOURNAL www.techniumscience.com Analysis of differences in selected attributes of neuromarketing within socio-demographic characteristic Anna TomkovA University of Pregov in Pregov, Faculty of management, Kongtantinova 16, 08001 Pregov, Slovak republic anna.tomkova@unipo.sk Dagmara Ratnayake-Kakikova University of Pregov in Pregov, Faculty of management, Kongtantinova 16, 08001 Pregov, Slovak republic dagmara.ratnayake-kascakova@unipo.sk Ivana Ondrijova University of Pregov in Pregov, Faculty of management, Kongtantinova 16, 08001 Pregov, Slovak republic ivana.ondrijova@unipo.sk Abstract. The aim of the paper is to identify and specify the differences between the assessment of the attributes of neuromarketing and selected socio-demographic characteristics of respondents. The attributes store information, seller information and product information were examined in terms of the respondents' residence and the region of origin of the paticipants. Data were obtained by the questionnaire method according to the Neuromarketing methodology. The established hypotheses were verified on a sample of 190 respondents through statistical analysis in the IBM SPSS statistical program. The analysis did not confirm the existence of statistically significant differences in the perception of the established attributes of neuromarketing in relation to the place of residence (city or countryside). On the contrary, differences were recorded in terms of the region of Slovakia from which the respondent came. Keywords. Neuromarketing, store, seller, product. 1. Introduction Marketing experts have tried to find out why some results of marketing research do not correspond to reality. They found that new methods and strategies were lacking that would yield more accurate and scientific data. The reason why quantitative and qualitative marketing research is not always accurate is that the people interviewed do not have to tell the truth and do not know about it themselves. Respondents usually make irrational decisions, without 240