An experimental study about determining the impact leveldifferences of sensory branding stimulants on consumer repurchasing decisions on fast moving consumer goods by neuroimaging methods

Differences of Sensory Branding Stimulants On Consumer Repurchasing Decisions On Fast Moving Consumer Goods By Neuroimaging Methods. Ph. D. Thesis, Çorum, 2018. Today's competitive environment, enterprises are striving to differentiate from competitors and to be able to take place in consumers' minds. Businesses have started to use senses in branding strategies to differentiate and create brand awareness. Consumers are attracting and influencing consumers with effective branding strategies that appeal to consumers as much as possible of their sense of touch, sight, hearing, smell and taste. This study tries to explain the effect and importance of sensory marking stimuli in consumers' decisions to re-purchase fast-moving consumer goods. Consumers' fastest purchases of chocolate, carbonated beverages, soap and laundry detergents and brands Nutella, Coca Cola, Dove and Ariel have been identified in this direction by preliminary studies for use in experimental research. The aim of the study is to be able to determine the level of impact of sensory marking stimuli on consumers' decision to re-purchase fastmoving consumer goods. The basic assumption of the study is that there is a relation between the purchasing decisions according to consumers' demographic characteristics and the level of perception of sensory marking stimuli for fast consumer goods groups. The data obtained by using Electroencephalography (EEG), Galvanic Skin Response (GSR) and Questionnaire Method in the study were evaluated with SPSS 19.0 package program. Descriptive statistics showing the percentages and frequencies were used in the analysis of the questionnaire data. Hypotheses developed in accordance with the model of the study were tested with Independent Two-Sample T-Test, One-Way Variance Analysis (ANOVA) and Multiple Regression. Keywords: Sensory Branding, Neuromarketing, Neuroimaging Techniques, Re-purchase Decision, Fast Consumption Goods