NEUROMARKETING TOOLS IN CONSUMER BEHAVIOR MANAGEMENT IN THE INTERNET ENVIRONMENT

Abstract

Today, marketing activities have become very important for the successful operation of the company in the market. However, the company's success today is no longer achieved only by traditional marketing tools. Companies must have clear tools to influence their customers, and here comes to the aid of a system of methods and tools of neuromarketing, which increase the effectiveness of traditional marketing activities. In general, neuromarketing is a combination of the basics of classical marketing and neuropsychology. Neuromarketing research today is of great interest to domestic scientists in various fields of knowledge: sociology, psychology, neuropsychology, marketing without leaving the attention of practicing marketers. The article summarizes the theoretical provisions of neuromarketing and identifies, on this basis, effective for the company's activities in the Internet environment neuromarketing tools. The influence of neuromarketing research on the formation of effective channels of communication between companies and consumers in order to intensify the purchase of the latter product is analyzed. Emphasis is placed on the peculiarities of the development and use of neuromarketing methodology in the activities of Ukrainian companies. The marketing activities of "Swatti" in the Internet environment are analyzed and practical recommendations for the use of neuromarketing tools in the company's Internet activities in the home clothing market are developed on the basis of tested hypotheses. In particular, using the means of split-testing the colors of the target buttons on the site of the company "Swatti" analyzed the tools of merchandising (color psychology) in the online environment; The use of aroma marketing principles allowed to determine the influence of odors on the trend of repeated purchases in the online store of home clothing brand "Swatti". The influence of the "deception effect" ("anchor effect") on the level of the company's sales in the Internet environment is analyzed. It is proved that the use of neuromarketing tools is an effective method of increasing CSR, LTV and CRR, which allows us to consider the classic techniques of neuromarketing effective when working with consumers in the Internet environment. Recommendations are formulated that will improve the company's competitiveness, attract new customers, as well as increase the profitability of marketing activities. Keywords: marketing, neuromarketing, neuromarketing tools, consumer behavior, consumer consciousness, Internet environment, Internet activity.