Influence of neuromarking of tools on consumers in trade

Dankeieva, Oksana and Данкеєва, Оксана Миколаївна and Данкеева, Оксана Николаевна (2017) Influence of neuromarking of tools on consumers in trade. Торгівля і ринок України (2(42)). pp. 58-65. ISSN 2079-4762

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Abstract

The objectiveof the article is to study the neuromarketing tools influence on consumers in trading space. In the process of the article preparation the following general scientific methods and methods of cognition are applied: theoretical generalization and comparison, analysis and synthesis, induction and deduction, grouping, classification. The constituent instruments of neuromarketing which influence consumers in the trading space, as well as the purposes of their application are determined. Components of the visual channel of the consumer’s perception of a trading space are shown. Peculiarities of the visual channel operation while consumer’s perceiving the trading space are considered. The components of visual perception and their influence on the buyer’s choice of goods are determined. The goals of applying the appropriate colours, the correct use of which will create a favourable psychological climate of the trading space, are specified. The need to use proper lighting to create a favourable shopping atmosphere is clarified. The pragmatic essence of the trading space interior as an emotional agent when deciding on the purchase of goods is revealed. The results of the research are of practical importance in the application of neuromarketing tools in a complex which will help to attract more attention of consumers in the trading space and will ensure the success of the retail business in economic activity.

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