Abstract:

ABSTRACT Objective: The aim of this research is to determine consumer's car brand perceptions by using Electroencephalography- EEG device according to the determined comfort, security, fuel saving, stylish design, quality service, prestige, performance, durability and quality variables. Materials and Methods: The aim of this research is to determine consumer's car brand perceptions by using Electroencephalography- EEG device according to the determined comfort, security, fuel saving, stylish design, quality service, prestige, performance, durability and quality variables. A 10-channel EEG device was used in the study. The work we conducted to determine the automobile brand perceptions of consumers was applied to 30 participants from the students and academicians at Fırat University. Participants were determined on a voluntary basis and necessary information was provided to each participant before work. car brand will be used in research to determine the best-selling car brand in Turkey 6 passenger has been identified. In this study, it will be determined how consumers perceive car brands. Participants were presented with PowerPoint presentations along with 9 identified dimensions of 6 brands. Each experiment lasted a total of 180 seconds. The responses of the participants were determined with the EEG device and processed into the prepared form. Results: According to the results of this research, it was seen that the participants matched the determined dimensions most with Volkswagen and Toyota brands. Conclusion: By using neuromarketing methods, we found that consumers are moving away from rationality. Besides intangible and emotional concepts are becoming more prominent for the consumers. Even though it does not give a general judgment or conclusion of the perception of car brands, the results of this research provide important clues within the framework of the sample of the researcher. As consumer behaviors and preferences arise due to many factors, it is likely that different results will emerge in a wider range of economic, social, psychologically and culturally through different places, times and countries. Depending on these, different levels of perception may arise.

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