Neuromarketing and the influence on consumer behaviour

  • In a time, where supply increases and thus distinguishing oneself from the competition becomes increasingly important, different neuroscientific methods are being used in order to find out what consumers want, how they react to stimuli and how they make a decision. The purpose of this bachelor thesis is to find out how neuroscience can help understand what happens in the human brain, and how neuromarketing influences the consumer behaviour, answering the question whether the drugstore chain ‘dm-drogerie markt’ has the key to the brain of their consumers. By clarifying the neuroeconomic foundations like the structure of the human brain and the human senses, and by explaining the modern measuring techniques which are being used nowadays, the foundation is laid which is needed in order to be able to understand the insights of neuromarketing, its prospects and limitations, as well as Limbic®. By understanding the influence of emotions and motives with regard to decision making, the four ways into the brain of a consumer, as well as the prospects and limitations of neuromarketing, the relevance and importance of neuromarketing becomes clear. Taking a closer look at Limbic® (Limbic® map, emotional systems and the Limbic® types) offers theoretical support, which is being combined with the results obtained from an online survey as well as a store analysis, allowing a clear idea of why ‘dm-drogerie markt’ is this successful and to what extend neuromarketing plays a role with regards to the success. In the end the conclusion is being drawn that ‘dm-drogerie markt’ has the key to the brain of their customers, and that using neuromarketing elements is one of the major reasons for the success.

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Metadaten
Author:Kyra Marlène Bischoff
Advisor:Michael Lederer
Document Type:Bachelor Thesis
Language:English
Year of Completion:2017
Granting Institution:Hochschule Furtwangen
Release Date:2017/02/22
Tag:Consumer types; Emotional systems; Limbic®; Neuromarketing; Neuroscience
Pagenumber:128
Degree Program:IBM - International Business Management
Functional area:Marketing
Access Rights:Innerhalb der Hochschule
Licence (German):License LogoEs gilt das UrhG