The Impact of Neuromarketing on Consumer Behaviour: A Field Study in Medical Cosmetic Centres in Syria
Author : Dr. Bassel Anwar Asaad, Dr. Bassam Hassan Zaher and Dr. Roba Mohammad Zayoud
Abstract :
Many researchers and companies around the world are interested in the issue of neuromarketing and the degree of its impact on the consumer. Accordingly, the current study came to focus on this important topic in medical beauty centre’s. Those centre’s that have witnessed a state of recovery and an increase in demand for their services in the recent period. The current study aimed to measure the degree of influence of neuromarketing on consumer behaviour in medical beauty centres. A questionnaire was designed and distributed to 114 customers of medical beauty centres. Based on the descriptive analytical approach and the five-point Likert scale, the data was analysed and the study reached the following results: There is a high impact of neuromarketing, represented by its four dimensions, on consumer behaviour in medical beauty centres. There are no fundamental differences in the opinion of the studied sample about the importance of the four dimensions that make up neuromarketing.
Keywords :
Neuromarketing, consumer behavior, sensory aspect, targeted advertising, satisfaction
