Features and effectiveness of neuromarketing research of consumer behavior in the brand management system

Abstract

The work shows the significance and role of modern marketing research formats in managing the customer experience in the development of brands under the conditions of a turbulent market. The possibilities and actual problems of the progress of neuromarketing research in the system of brand management of enterprises are studied. Attention is focused on the peculiarities of the current stage in the progress of technologies for working with neural networks of the brain, the limitations of its systemic understanding, which do not allow to fully realize the potential of neuromarketing and related applied directions, which are important and promising for increasing the efficiency of brand development by enterprises. A marketing audit of the project of consumer testing of new packaging design concepts for brand goods (with shelf imitation and eye-tracking) for Ukrainian enterprises was carried out. The effectiveness of the integrated application of time- tested research technologies and explanatory capabilities of social and psychological sciences, as well as the latest tools for researching neural activities and the expediency of auditing the results on the basis of sustablished patterns of consumer behavior is proven. The peculiarities of taking into account situational and subjective conditioning of behavioral reactions in the formation of projects and conclusions of neuromarketing research are elaborated. Problematic aspects and the importance of ensuring systematicity in the diagnosis of problems and the development of constructive marketing solutions regarding the improvement of the customer experience and the development of brands, with the long-term preservation of the integrity of their concepts, especially during the volatility of markets and during periods of crisis, are demonstrated. The prospects and advantages of applying new principles and approaches to the development of brand management systems of companies are determined. Scientific and practical recommendations have been developed and substantiated, algorithmic schemes of separate processes of diagnostic identification of problems regarding the formation and nature of behavioral reactions in interactions with brands, as well as their constructive processing in customer experience management, increasing the efficiency of brand management of enterprises, have been proposed.