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@inproceedings{1312220,
author = {Krajina, Anida},
address = {Trnava},
booktitle = {MARKETING IDENTITY Explosion of Innovations},
editor = {Jozef Matúš a Dana Petranová},
keywords = {Consumer behaviour Consciousness and unconsciousness Neuromarketing Merchandising Pricing Purchase decision making The brain},
howpublished = {elektronická verze "online"},
language = {eng},
location = {Trnava},
isbn = {978-80-8105-666-6},
pages = {68-84},
publisher = {Faculty of Mass Media Communication, University of Ss. Cyril and Methodius in Trnava},
title = {Neuromarketing in Practice},
year = {2014}
}
TY - JOUR
ID - 1312220
AU - Krajina, Anida
PY - 2014
TI - Neuromarketing in Practice
PB - Faculty of Mass Media Communication, University of Ss. Cyril and Methodius in Trnava
CY - Trnava
SN - 9788081056666
KW - Consumer behaviour Consciousness and unconsciousness Neuromarketing Merchandising Pricing Purchase decision making The brain
N2 - The aim of this research was to apply neuromarketing techniques and evaluate its potential contribution in enhancing merchandising performance, in this particular case, of dm (drogerie markt) stores in Sarajevo, Bosnia and Herzegovina. The theoretical part overlaps the basic roots and principles of neuromarketing, as still one of the most tempting and the least known field in marketing research. The theory is upgraded by overview of consumer behaviour, because the consumers were in the focus for the research provided. Further on, the glance to merchandising theoretical background is provided. The second part is the empirical part, explaining the scope of the research provided within dm stores in Sarajevo in the form of observation supplemented with short interviewing, focus group conducted and the interview with dm employee. Overall result of data gathered and processed showed that neuromarketing tools and techniques can in many areas enhance the merchandising performance of retail store in general and consumers satisfaction. Particularly for dm in Bosnia and Herzegovina this introduction is still questionable, if the market situation is taken into consideration. However, dm on one side, and its customers on the other have shown the potential to start from the small steps in benefiting from neuromarketing findings, practices and tools.
ER -
KRAJINA, Anida. Neuromarketing in Practice. Online. In Jozef Matúš a Dana Petranová. \textit{MARKETING IDENTITY Explosion of Innovations}. Trnava: Faculty of Mass Media Communication, University of Ss. Cyril and Methodius in Trnava, 2014, s.~68-84. ISBN~978-80-8105-666-6.
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