Özet:

This research focuses on the change in the structure that exists in food and beverage, and provides this focus on the basis of neuromarketing, which is one of the most important scientific fields of marketing. In the scientific world where neuroscience studies are very important, it is possible to understand human behavior in a much different way than before, along with the change of measurement techniques. For example, these can be measured by EEG and eye tracking devices, which are two of the most commonly used measurement techniques in neuromarketing. EEG is a device that measures the frequencies obtained through the brain, which can analyze the behavior of people. This device can measure the attention, high concentration and anxiety conditions of individuals. The eye tracking device measures the eye movements. Especially that these two devices work synchronically with each other is important in order to be able to analyze the behavior that everything the eye sees reveals on the brain. The taste and smell devices, which are one of the other techniques used in neuromarketing research, are likely to have a profound impact on the food and beverage industry of the future. Because the most fundamental advantage of this device is that it is able to provide the customer with a preliminary experience of the pleasure it will get from a layer. Therefore, this situation emphasizes that not only enterprise factors, but also non-entrepreneurial factors should be well established in the experience. This study reveals the use of neuromarketing techniques in food and beverage research, the difference from traditional methods and how neuromarketing techniques can be adapted to food and beverage research. The study is expected to be a reference for those who are researching in this field.

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