Doris Berger-Grabner, Magdalena Huber

(IMC FH Krems, Am Campus, Trakt G, 3500 Krems, Austria)

 

 

Abstract: The aim of this study was to outline the effect of neuromarketing on product presentation at the point of sale in the retail sector. Presented theories help to understand the different tools of neuromarketing. Design elements at the POS and forms of product presentation are discussed in order to realize how these elements influence purchasing behaviour. The data from the quantitative study depicted a significant correlation between dwelling time and money spent in the store. Moreover, people buy more when they make use of product tastings in stores and they spend most for their own consumption coupled with the purchase of a gift. However, it could not be proven that the scent in the shop is essential for the positive perception of the atmosphere.

 

Key words: neuromarketing; retail sector; consumer behaviour; decision making

 

JEL code: M310