Exploring Consumers Subconscious Response On Marketing Mix Towards Green And Non-green Products A Neuromarketing Approach

Marketing is the core of a business and the primary goal of marketing is to bring the products to the target market. Traditional products characteristics such as Product, Price, Promotion and Place are the most important attributes when consumers consider when making a purchase decision. However,...

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Main Author:	Mansor, Aida Azlina
Format:	Thesis
Language:	English
Published:	2019
Subjects:	HG1-9999 Finance
Online Access:	http://eprints.usm.my/56175/1/ANIS%20NORMA%20BINTI%20MOHAMAD%20JAAFAR24.pdf
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id	my-usm-ep.56175
record_format	uketd_dc
spelling	my-usm-ep.561752022-12-31T21:42:54Z Exploring Consumers Subconscious Response On Marketing Mix Towards Green And Non-green Products A Neuromarketing Approach 2019-10 Mansor, Aida Azlina HG1-9999 Finance Marketing is the core of a business and the primary goal of marketing is to bring the products to the target market. Traditional products characteristics such as Product, Price, Promotion and Place are the most important attributes when consumers consider when making a purchase decision. However, one of the main reasons of some marketing strategy fail is because the inability to understand the decision making process that takes place in consumers’ subconscious minds. Thus, marketers waste most of their budget by attracting only 10% of the brain that drives consumers’ decisions. For that reason, a suitable method is therefore essential for marketers to understand the underlying responses when consumers make decision. Due to the issue, in the last few decades, significant advancement of neuroscience has resulted in the emergence of neuromarketing, which provides a better understanding of how subconscious minds reacts in everyday situations, especially in marketing activities. This new concept brings powerful insights and techniques into marketing research especially on consumers’ behaviour analysis. In this view, this study looks at the growing field of neuromarketing and aims to explore consumers’ subconscious minds by examining the effectiveness of marketing mix on consumers’ decision making process. This study employed Electroencephalograms (EEG) and Eye Trackers to examine consumers’ subconscious minds towards the main component of the marketing mix during the decision making process. A laboratory experiment employed thirty-one volunteers to take part in the study 2019-10 Thesis http://eprints.usm.my/56175/ http://eprints.usm.my/56175/1/ANIS%20NORMA%20BINTI%20MOHAMAD%20JAAFAR24.pdf application/pdf en public phd doctoral Universiti Sains Malaysia. Pusat Pengajian Siswazah Perniagaan
institution	Universiti Sains Malaysia
collection	USM Institutional Repository
language	English
topic	HG1-9999 Finance
spellingShingle	HG1-9999 Finance Mansor, Aida Azlina Exploring Consumers Subconscious Response On Marketing Mix Towards Green And Non-green Products A Neuromarketing Approach
description	Marketing is the core of a business and the primary goal of marketing is to bring the products to the target market. Traditional products characteristics such as Product, Price, Promotion and Place are the most important attributes when consumers consider when making a purchase decision. However, one of the main reasons of some marketing strategy fail is because the inability to understand the decision making process that takes place in consumers’ subconscious minds. Thus, marketers waste most of their budget by attracting only 10% of the brain that drives consumers’ decisions. For that reason, a suitable method is therefore essential for marketers to understand the underlying responses when consumers make decision. Due to the issue, in the last few decades, significant advancement of neuroscience has resulted in the emergence of neuromarketing, which provides a better understanding of how subconscious minds reacts in everyday situations, especially in marketing activities. This new concept brings powerful insights and techniques into marketing research especially on consumers’ behaviour analysis. In this view, this study looks at the growing field of neuromarketing and aims to explore consumers’ subconscious minds by examining the effectiveness of marketing mix on consumers’ decision making process. This study employed Electroencephalograms (EEG) and Eye Trackers to examine consumers’ subconscious minds towards the main component of the marketing mix during the decision making process. A laboratory experiment employed thirty-one volunteers to take part in the study
format	Thesis
qualification_name	Doctor of Philosophy (PhD.)
qualification_level	Doctorate
author	Mansor, Aida Azlina
author_facet	Mansor, Aida Azlina
author_sort	Mansor, Aida Azlina
title	Exploring Consumers Subconscious Response On Marketing Mix Towards Green And Non-green Products A Neuromarketing Approach
title_short	Exploring Consumers Subconscious Response On Marketing Mix Towards Green And Non-green Products A Neuromarketing Approach
title_full	Exploring Consumers Subconscious Response On Marketing Mix Towards Green And Non-green Products A Neuromarketing Approach
title_fullStr	Exploring Consumers Subconscious Response On Marketing Mix Towards Green And Non-green Products A Neuromarketing Approach
title_full_unstemmed	Exploring Consumers Subconscious Response On Marketing Mix Towards Green And Non-green Products A Neuromarketing Approach
title_sort	exploring consumers subconscious response on marketing mix towards green and non-green products a neuromarketing approach
granting_institution	Universiti Sains Malaysia.
granting_department	Pusat Pengajian Siswazah Perniagaan
publishDate	2019
url	http://eprints.usm.my/56175/1/ANIS%20NORMA%20BINTI%20MOHAMAD%20JAAFAR24.pdf
_version_	1776101144647434240

Exploring Consumers Subconscious Response On Marketing Mix Towards Green And Non-green Products A Neuromarketing Approach

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