2 sonuçlar
Arama Sonuçları
Listeleniyor 1 - 2 / 2
Yayın An exploratory research among fashion business leaders and neuromarketing company executives on the perception of applied neuromarketing(Işık Üniversitesi, 2020-01-20) Kurtoğlu, Ali Levent; Ferman, Ali Murat; Işık Üniversitesi, Sosyal Bilimler Enstitüsü, Çağdaş İşletme Yönetimi Doktora ProgramıSince almost two decades conditions that influence consumer purchase behaviour keep on changing in a dynamic manner which result in faster, better, more accurate and more precise managerial decisions’ necessity that are based on deep marketing insights. Although Kotler’s 4Ps and related policies do bare still the same importance to contribute to these marketing insights; How academicians interpret these according to varying conditions of the market structure and human needs, how companies acquire this data , how they apply it to their final solution to make the edge and deliver the superior value, how fast and how much resource they allocate to it, are thoroughly altered by the birth of neuromarketing methods. Having stepped further from baby steps to a more mature but still evolving marketing platform, neuromarketing methods such as fMRI, EEG, Eye Tracking, Virtual reality, Facial Coding and Biometrics make it possible to fill in the gap between how to reach needed consumer intrinsic perceptions and a product’s or service’s quality and/or price evaluation by the consumers amongst other marketing mix elements. This dissertation aims to be an exploratory study and targets to evaluate the perception and attitude among high ranking executive leaders in Turkish Fashion Industry towards applied neuromarketing along with how neuromarketing companies in Turkey that apply these methods and deduct meaningful strategic marketing and management pathways while interpreting the intersection and expose findings about current status along with possible future business solutions for both sides by using in-depth interviews. This dissertation aims to be an exploratory study and targets to evaluate the perception and attitude among high ranking executive leaders in Turkish Fashion Industry towards applied neuromarketing along with how neuromarketing companies in Turkey that apply these methods and deduct meaningful strategic marketing and management pathways while interpreting the intersection and expose findings about current status along with possible future business solutions for both sides by using in-depth interviews. There are three different phases of how the research was conducted. The initial phase includes a comprehensive review of current knowledge on academical databases about theoretical and applied neuromarketing globally as well as locally which aims to shed light on the definition, borders and usability of neuromarketing. The second stage covers in-depth interviews with fashion business leaders and neuromarketing company executives in Turkey which investigates how well neuromarketing is known, applied and what kind of future potentials as well as possible threads it may create for both sides Primary and secondary data are used in those stages to set the correct data. Final stage of the dissertation is about cross-matching the first-hand data with the neuromarketing review with a qualitative analysis and intends to summarize the current status on the perception of neuromarketing on business and the perspective of applicability of it in short- and long-term future.Yayın An exploratory research among fashion business leaders and neuromarketing company executives on the perception of applied neuromarketing(PressAcademia, 2020-06-30) Kurtoğlu, Ali Levent; Ferman, Ali MuratPurpose- In the last two decades neuromarketing is considered to be an evolutionary concept within marketing that makes use of neuroscientific tools in order to measure human related factors such as attributes, emotions, memory and perceptions which influence the consumer decision making. The application of neuromarketing to various industries brings up new opportunities as well as new challenges. This purpose of this exploratory study is to shed light upon neuromarketing literature and to investigate the perception of neuromarketing and fashion executives towards applied neuromarketing in global and Turkish fashion industry. Methodology- Following the up to date literature review about theoretical and applied neuromarketing, in-depth interviews with Turkish neuromarketing executives and fashion leaders are executed. Findings- The findings show that there are discrepancies and similarities between the usage of applied neuromarketing in the globe and Turkey. In-depth interview findings show that the perceptions of Turkish fashion executives about neuromarketing differ from previous literature and different priorities exist to apply neuromarketing in fashion. Conclusion- The findings are expected to help developing the collaboration of applied neuromarketing in fashion industry and support managerial decisions in marketing related resource allocations.
