Differences in the perception of neuromarketing attributes in the context of selected socio-demographic characteristics of customers

Abstract

The presented contribution analyzes mutual differences in the perception of the selected attributes of neuromarketing with an emphasis on the selected socio-demographic characteristics of customers. On a theoretical level, the contribution captures basic concepts from the field of neuromarketing and the customer, their personality and their behavior. The customer thinks about their already completed purchase, whether they did well with it, and whether they considered all their requirements. They decide whether they will repeat their purchase or not. The aim of the contribution within the empirical part is to find statistically significant differences from the point of view of residence and marital status of the respondents. The results of the analyses did not confirm the existence of differences in the selected attributes of neuromarketing from the point of view of residence. When using neuromarketing attributes within marital status, a higher average was recorded for unmarried respondents. They realize what neuromarketing can do and what impact it has on the business behavior of customers. The results obtained from the conducted research support the meaningfulness of investigating the issue of neuromarketing attributes, primarily in the context of selected socio-demographic characteristics of customers. The obtained data were mathematically and statistically recorded. The methods of differential statistics were used during processing, namely the Student’s t-test.