Determination of impact leveldifferencesof store athmosphere conditions on consumer re-purchase decision in food retailing sector: An experimental research based on EEG and eye tracking methods

Throughout the years, marketing researchers have evaluated the consumers by the name of rationality. But nowadays, marketing strategies which base on the demographic, psycographic and emotional features of the consumers are enhanced. When it's evaluated the accesibility the situation of the consumers physicaly or not, the level of sensetion and the decision of purchasing can alter. Store athmospherics are arranged for the accesbility. The aim of the study is, to determine the variety of consumers'difference of decision handicapped or not. The main supposition of the study is, that the consumers who are handicapped or not will perceive the indoor and outdoor as the different levels. In this way, the decision of the customers' purchasing will differ. In this thesis study, the data obtained by Electroencephalography (EEG) and survey methods and it's analysed on SPSS 22.0 software package. The data obtained by Eye Tracking, at the statistics about the test visual statistics are used for paraphrasing at the results of hypotheses. In the analyze of the survey, percentage and frequency are used as descriptive statistics in order to define the data. Hypotheses that are improved based on the conceptual model of the study, are tested by applying Multivariate Analysis of Variance (MANOVA). The result of the hypotheses, according to the data obtained by EEG (Electroencephalography) method, the consumers whether physically handicapped or not, the athmosphere of the store, entrances and handicapped ramps, aged and handicapped elevators and the levels of perception, width between the shelves and rayons; according to the data obtained by survey method, the consumers whether physically handicapped or not, the athmosphere of the store, the levels of perception width between the shelves and rayons are differency. Thus, there is a significant difference repurchasing decision are evaluated. Keywords: Food Retailing, Store Athmosphere, Neuroimage Techniques, Neuromarketing, Repurchase Decision.