Title Vartotojų reakcijos į rėmimo ir kainos stimulus virtualiojoje aplinkoje modeliavimas taikant neuromarketingo efektus /
Translation of Title Modelling of consumer responses to promotion and price stimulus in a virtual environment through neuromarketing effects.
Authors Simonaitytė, Deimantė
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Pages 119
Keywords [eng] marketing stimuli ; promotion ; price ; consumer responses ; neuromarketing
Abstract [eng] Relevance of the topic and scientific problem. The growth of online sales rates and abundance of advertising messages reveal relevance of influence of marketing stimulus on consumer responses in the virtual environment. The previous research analyzes primary marketing stimulus such as product characteristics, packaging or branding. This reveals the priorities for further research into the impact of marketing stimulus on consumer behavior in the virtual environment which allows us to conduct the following problematic questions: What consumer responses in the virtual environment are caused by promotion and price stimulus? How are they driven by neuromarketing effects? The object of the master's final degree project is selected the responses of the consumer in the virtual environment caused by promotion and price stimulus. The purpose of the project is to theoretically and empirically justify consumer responses to promotion and price stimulus in the virtual environment, revealing their modeling possibilities based on the application of neuromarketing effects. Project objectives: 1. to argue the importance and priorities of cognition of consumer response to marketing stimuli in the virtual environment in the context of neuromarketing; 2. after defining the place of stimuli in marketing, to perform the analysis of the study of marketing stimuli in the virtual environment; 3. to analyze consumer responses to marketing stimulus in the virtual environment and argue the priority of research on consumer responses caused by promotion and price stimuli; 4. to reveal the possibilities of applying neuromarketing technologies and effects in modeling consumer response to promotion and price stimuli; 5. to prepare a conceptual model of consumer responses to the promotion and price stimuli in virtual environment based on the application of neuromarketing effects and empirically justify it in the case of clothing electronic shops. 6. to define the application possibilities of theoretical and empirical results based model and directions for further research. Results of the project. Based on the results of theoretical and empirical research conducted by various researchers has been developed a conceptual model of consumer response to promotion and price stimuli in a virtual environment based on the application of neuromarketing effects. The empirical research was based on online clothing stores. The research includes quantitative (survey) and qualitative (semi-structured interview) research. The results of the quantitative research are based on the answers of 244 respondents who revealed that price stimulus affect the consumer's emotions, and there effect verbal communication and intention to buy. The price has been defined a stronger effect rather than the discount presentation on consumer emotions. In addition, only the way in which the price discount is presented affects an element of the organism such a quality perceived by the consumer but this does not affect the consumer's responses. A qualitative study involving 10 subjects revealed all three neuromarketing effects in consumer responses to promotion and price stimuli. It has been revealed that the application of decoy and scarcity effects in price incentives in the case of online clothing stores encourages consumer responses such as perceived quality and intention to buy. And the application of the restorff effect in promotion stimuli is associated with the arousal of attention and emotions of the consumer.
Dissertation Institution Kauno technologijos universitetas.
Type Master thesis
Language Lithuanian
Publication date 2021