Розширена анотація українською мовою

Сучасні тенденції розвитку інформаційних технологій обумовлюють необхідність використання нових сучасних маркетингових інструментів з метою підвищення ефективності проведення рекламних кампаній організації. При цьому необхідно враховувати, як психологія споживачів та їх емоції впливають на процес прийняття рішень щодо вибору товару. Авторами зазначається актуальність використання концепції нейромаркетингу, яка дає змогу отримати фактичні дані про споживчі вподобання групи споживачів цільового ринку. Метою дослідження є вчення проблем, перспектив, обмежень та потенціалу використання нейромаркетингу як найбільш сучасного маркетингового підходу з метою надання відповідних рекомендацій для компаній з урахуванням особливостей ринкового середовища Бангладешу. Автором узагальнено основні бар’єри та обмеження розвитку нейромаркетингу в Бангладеші як в країні, що розвивається. Використання якісного та кількісного аналізу дозволило автору визначити стан, місце та перспективи використання нейромаркетингу у бізнес-середовищі Бангладешу. У рамках дослідження було проаналізовано дані 120 респондентів (55 клієнтів і 65 маркетологів). Результати дослідження свідчать, що проведення нейромаректингових кампаній вимагає наявності як кваліфікованих спеціалістів-маркетологів, так і готових сприймати інформацію споживачів. Тому автор наголошує, що освіта є одним із ключових факторів, що впливає на поширення концепції нейромаркетингу в Бангладеші. Окрім цього, автор рекомендує проведення маркетологами ініціативних просвітницьких програм в локальних спільнотах щодо безпечності пристроїв та технологій нейромаркетингу з метою зменшення стереотипного мислення щодо їх шкідливості та небезпечності для функціонування організму людини.

Ключові слова: нейромаркетинг, маркетинг, маркетингові дослідження, споживчі переваги.

Класифікація JEL: М31, М37.

Цитувати як: Gani, M. O., Alam, M. Z., Alom, M. Z., & Faruq, M. O. (2018). Challenges and prospects of neuromarketing: Bangladesh perspective Marketing and Management of Innovations, 2, 327-338. https://doi.org/10.21272/mmi.2018.2-25

Ця стаття публікуються за ліцензією Creative Commons Attribution International License

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