Neuromarketing awareness and applications in foreign trade companies: The case of ISO 500 companies

The primary objective of this study is to measure the level of knowledge, awareness, and application of neuro-marketing among foreign trade companies listed in the ISO 500. The research was conducted in 2025 on 162 managers working in the foreign trade departments of companies listed in the Istanbul Chamber of Industry's annual publication of Turkey's 500 largest industrial companies (ISO 500) based on sales from production. Data was collected using a questionnaire designed in line with the research objectives. The data obtained was analyzed using the SPSS 26.0 statistical program in a computer environment. The findings revealed that participants' awareness levels regarding neuromarketing were generally moderate, that this awareness did not differ statistically according to participants' gender and age, and that it showed significant differences according to variables such as foreign trade experience, education level, sector of activity, and neuromarketing training. In addition, it was observed that there is limited application of neuromarketing techniques in practice, and that this situation stems from factors such as lack of knowledge and insufficient technical infrastructure. Based on the research results, it is recommended that neuromarketingx training be increased and investments in this area be encouraged in order for businesses to understand consumer behavior more deeply and base their marketing strategies on scientific foundations.