EXAMINATION OF CONSUMER PURCHASE DECISIONS VIA NEUROMARKETING METHODS: A SOCIAL PSYCHOLOGY APPROACH

The aim of the study is to determine the size and strength of consumers' attitudes towards brands and to observe the effect of marketing efforts on attitudes with the support of biometric data. Through this main purpose 406 people participated in the study to create a brand set, and 60 people participated in the experiment phase. The shopping processes were monitored via eye tracker, and the patterns based on groups were obtained. It has been found out that sales promotion tools and social impact are the influential factors in the purchasing process, which is positioned as the main proposal of the study. According to the comparison made between parents and individuals not having any children, it has been discovered that the gender factor is not influential in the purchasing process while the brand related experience of parents is very effective in the process.