Evaluation of the awareness of chocolate brands by using EEG analysis method

Nowadays, with the development of technology, it has been seen that there are changes in consumer needs, desires and wishes. As a result of these changes, it has emerged that the better recognition of consumers, the traditional methods used to determine their wishes and desires are inadequate. For this reason, neuromarketing studies have emerged that have found a new marketing understanding and a new field of study in determining the needs of consumers. In the study; awareness of chocolate brands was examined using the EEG Analysis Method. The research was conducted with 30 volunteer participants. Volunteer participants were tasted of chocolate from 5 different brands and brain activations of the participants were recorded simultaneously with the EEG Analysis Method, which is one of the neuromarketing methods. Participants' recognition of chocolate brands and EEG Analysis method results were compared. According to the findings obtained; different results were found when comparing the EEG Analysis Method data with the estimates for the chocolate brand that the volunteer participants consumed.