Prospective Trends in Neuro Marketing Tools of the Food Industry in View of Ukrainian Society Digitalization
Tatiana Zubko1, Iryna Kovshova2, Oksana Sydorenko3
1Zubko Tatyana, Ph.D, Associate Professor, Department of Economics and Finance, Kyiv National University of Trade and Economics, Kyiv, Ukraine.
2Dr. Iryna Kovshova, Professor, Department of Marketing and Business Management, National University “Kyiv-Mohyla academy”, Kyiv, Ukraine.
3Dr. Oksana Sydorenko, Professor, Department of Marketing and Business Management, National University “Kyiv-Mohyla academy”, Kyiv, Ukraine.
Manuscript received on 25 November 2019 | Revised Manuscript received on 05 December 2019 | Manuscript Published on 11 December 2019 | PP: 58-63 | Volume-8 Issue-3C November 2019 | Retrieval Number: C10101183C19/2019©BEIESP | DOI: 10.35940/ijrte.C1010.1183C19
Open Access | Editorial and Publishing Policies | Cite | Mendeley | Indexing and Abstracting
© The Authors. Blue Eyes Intelligence Engineering and Sciences Publication (BEIESP). This is an open access article under the CC-BY-NC-ND license (http://creativecommons.org/licenses/by-nc-nd/4.0/)
Abstract: The objective of this study was to explore theoretical and methodological provisions for implementation of neuromarketing tools within food companies to define the main needs and wishes of young people. The respondents were interviewed to analyze their emotional, rational and behavioral responses, which occur when they buy foodstuffs. The authors have developed the motivational model of effect of neuromarketing stimuli on the food industry and society. It was defined that as a result of society digitalization, the Ukrainian youth have emotional, rational and behavioral responses, which are different from those of the older consumer audience. Scientific novelty of the study results laid in development of a motivational model of applying neuromarketing stimuli for food companies’ effect on a society.
Keywords: Neuromarketing Tools, Society Digitalization, Motivational Model, Foodstuffs, Neuromarketing Stimuli, Emotional, Rational And Behavioral Responses.
Scope of the Article: Marketing and Social Sciences