Neuromarketing in practice

Ing. Anida Krajina

Master's thesis

Abstract:

The aim of this thesis is to apply research in neuromarketing and evaluate its potential contribution in enhancing merchandising performance, in this particular case, of dm stores in Sarajevo, Bosnia and Herzegovina. The thesis consists of theoretical part, which overlaps the basic roots and principles of neuromarketing, as still one of the most tempting and the least known field in marketing research. The theory is upgraded by overview of consumer behaviour, because the consumers were in the focus for the research provided. Further on, the glance to merchandising theoretical background is provided. The second part of the thesis is the empirical part, explaining the scope of the research provided within dm stores in Sarajevo in the form of observation supplemented with short interviewing, focus group conducted and the interview with dm employee. Overall result of data gathered and processed showed that neuromarketing tools and techniques can in many areas enhance the merchandising performance of retail store in general and consumers’ satisfaction. Particularly for dm in Bosnia and Herzegovina this introduction is still questionable, if the market situation is taken into consideration. However, dm on one side, and its customers on the other have shown the potential to start from the small steps in benefiting from neuromarketing findings, practices and tools.

Keywords

Neuromarketing, merchandising, consumer behaviour, cognitive process, consciousness and unconsciousness, pricing, purchase decision making, brain science, dm drogerie markt, Bosnia and Herzegovina

Language used: English

Date on which the thesis was submitted / produced: 12. 5. 2014

Thesis defence

• Date of defence: 16. 6. 2014
• Supervisor: doc. Ing. Alena Klapalová, Ph.D.
• Reader: Ing. Bc. Michal Ďuriník

Masaryk University

Faculty of Economics and Administration

Master programme / field:
Economy and Management / Business Management (Eng.)