PRIMJENA NEUROMARKETINGA U PROCESU ODREĐIVANJA CIJENA

• Main Author: Kašljević, Nikolina
• Other Authors: Potnik Galić, Katarina
• Format: Master Thesis
• Language: Croatian
• Published: Veleučilište u Požegi. Društveni odjel. 2019
• Subjects: cijena; neuromarketing; metode neuromarketinga; potencijal neuromarketinga; price; neuromarketing methods; potential of neuromarketing; DRUŠTVENE ZNANOSTI. Ekonomija; SOCIAL SCIENCES. Economics; sami
• Online Access: https://zir.nsk.hr/islandora/object/vup:1561; https://urn.nsk.hr/urn:nbn:hr:112:412821; https://zir.nsk.hr/islandora/object/vup:1561/datastream/PDF

Neuromarketing kao pojam relativno je novo područje u marketingu, koje u posljednje vrijeme sve više uzima maha i sve češće se koristi u marketinške svrhe. Brojna poduzeća prepoznala su potencijal neuromarketinga te ga implementiraju u svoj svakodnevni rad i istraživanja, a njegove brojne prednosti kojima se dolazi do neistraženih dijelova ljudskog mozga, izazov su kako za poduzeća, tako i za same potrošače. S obzirom da potrošači ne kupuju uvijek racionalno i ne donose odluke o kupnji na način koji je uvijek za njih i povoljan, poduzeća nastoje putem neuromarketinga „ući“ u mozak potrošača te istražiti i ono čega ni sami potrošači ponekad nisu svjesni. Iz tih razloga, neuromarketing je vrlo važna znanstvena disciplina koja će svoj potencijal u pravom smislu pokazati tek u budućem vremenu. Neuromarketing as a term is a relatively new field in marketing, which has been increasingly used to marketing and for marketing purposes. Many companies have recognized the potential of neuromarketing and implemented it in their everyday work and research, and it's numerous benefits to unexplored human brain parts challenge both companies and consumers. Given that consumers do not always buy things rationally and do not make purchasing decisions in a way that is always beneficial for them, companies seek to "enter" the brain of consumers through neuromarketing and explore what consumers are sometimes unaware of. For these reasons, neuromarketing is a very important scientific discipline that will only show it's potential in the real sense in the future.