Influence of Product Price and Quality to Consumer Satisfaction from Neuromarketing Perspective

• Autorzy: Henryk Szymusik

Warianty tytułu

Wpływ ceny i jakości produktu na satysfakcję konsumenta z perspektywy neuromarketingu

• Języki publikacji: EN

Abstrakty

EN

This paper provides a brief overview of the methodology of several brain imaging techniques and in particular, functional magnetic resonance imaging (fMRI) and its potential implications for market research. The main discussion focuses relevant neuromarketing achievements on based on fMRI as the currently most popular neuroimaging technique. An outline of the analysis of functional neuroimaging data follows, after which some key research issues are discussed. A detailed description of the neuromarketing research issues supporting an empirical evidence on product price and quality influence on consumer satisfaction is given. Most important results indicate that both quality and satisfaction are subordinated to price and brand information. The question, how does price or brand information influence the flavor perception of sensorically similar products like Coke and Pepsi is solved and neural correlates of behavioral preference for culturally familiar products (choice between different brand products) were identified. (original abstract)

W pracy przedstawiono zwięzły przegląd metodologii kilku technik neuroobrazowania a w szczególności funkcjonalnego rezonansu magnetycznego (fMRI) i jego potencjalnych implikacji dla badań rynkowych. Zasadnicza dyskusja dotyczy ważnych osiągnięć badań nuromarketingowych wykorzystujących fMRI jako najpopularniejszą obecnie technikę neuroobrazowania. Przedstawiono w zarysie przegląd publikacji związanych z wykorzystaniem neuroobrazowania w badaniach marketingowych oraz dyskusję kluczowych osiągnięć badawczych. Szczególnie wiele uwagi poświęcono badaniom neuromarketingowym, w których empirycznie potwierdzono wpływ ceny i jakości produktu na satysfakcję konsumenta. Do jednych z najważniejszych wyników badawczych należy stwierdzenie, że zarówno postrzegana jakość produktu, jak i satysfakcja konsumenta zależą od jego ceny i znajomości marki. Dzięki badaniom za pomocą fMRI uzyskano odpowiedź na pytanie, jak informacja o cenie lub marce wpływa na percepcję smaku sensorycznie podobnych produktów, takich jak coca-cola i pepsi. Jednocześnie zidentyfikowano neuronalne korelaty procesu podejmowania przez konsumentów decyzji w przypadku wyboru między produktami różnych marek. (abstrakt oryginalny)

Słowa kluczowe

EN

Brand; Customer satisfaction; Product price; Quality; Neuromarketing

PL

Marka; Satysfakcja klienta; Cena produktu; Jakość; Neuromarketing

• Czasopismo: Towaroznawcze Problemy Jakości
• Rocznik: 2012
• Numer: nr 3
• Strony: 11--29

Twórcy

autor

Henryk Szymusik

• Poznań University of Economics, Poland

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