Measurement of effect of the smell on the decision process of the informed users in terms of neuromarketing

Consumer decision mechanism in some way resembling a black box in parallel to the developments in the information and communication technologies in the globalizing competitive market environment has had a more complex structure. Companies have applied to alternative marketing approach and methods due to the fact that the data obtained for understanding the consumer decision making process with the use of research techniques based on traditional sense of marketing, which is based on the assumption that the consumers are rational in their preferences, is insufficient for analyzing the reactions given by the consumers to the marketing stimuli and revealing the real reasons lying behind their preferences. Neuromarketing, which is a multidisciplinary approach of neuroscience, cognitive psychology and marketing, by means of modeling the intuition and revealing the real reasons lying behind the preferences, has started to meet the quest of marketing managers for forming more effective marketing strategies by including emotional and unconscious reactions of the consumers in the marketing processes beyond the advantage to be provided only by the rational information or the product for the consumer. According to the researches, smell has a place in the memory of the consumers more effectively than the visual stimuli and contributes positively to the brand loyalty. Having distinctive odors that is good for the consumers has become an important advantage for making a difference in the intense competitive environment in terms of the brands. Today, a lot of brands create a perfume peculiar to their products to be distinguishable and provide their products to be identified and remembered with these odors. Neuromarketing research of the study involves the measurement of the effect of the sense of smell as brand identification component on the decision process with EEG, one of the neuromarketing research techniques, in the product promotion for obstetricians and gynecologists defined with the concept of informed user as the consumer of the drug in the brand and design law. Neuromarketing research is supported with traditional marketing research techniques, and the results obtained are comparatively analyzed. Key words: Neuromarketing, Neuromarketing Research, Smell, EEG Analysis, Informed User