Özet:

In the globalizing competitive market environment, the consumer decision making process that resembles a kind of a black box has turned into a more complex structure due to the parallel developments in the information and communication technologies. The deficiencies of the research techniques that are based on traditional marketing approach in revealing the true reasons underlying consumer preferences have caused businesses to make use of alternative marketing approaches and techniques. Accordingly, in order to reveal the true underlying reasons for consumer preferences and to determine consumers’ emotional and unconscious responses along with their rational decisions, businesses have headed towards forming more effective marketing strategies. Thus, the neuromarketing approach- claiming that consumer decisions are taken not only rationally but also emotionally, in other words irrationally- has appeared. Neuromarketing is a discipline that brings together the diverse disciplines of psychology, sociology, marketing and neurology. The sample of the study is composed of obstetricians and gynecologists who, as the consumers of the drugs, are called as “the informed users” in the brand and design law. In order to determine the effect of the usage of the sense of scent on the decision making process as a dimension for building brand identity during the promotion of the product, the EEG device has been used. The neuromarketing research is supported with the traditional marketing research techniques and the results obtained are analyzed comparatively. In this research, and decision making sense of smell mechanism has been shown to have a significant impact on. The smell of creating positively charged emotions and feelings towards brands that have a positive impact on the decision-making process; right sensory stimulus to be effective in establishing an emotional connection with the brand.

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