The effects of neuromarketing in consumer behavior: The study based on food and beverage products

This academic study has been a study that investigates the effects of neuromarketing on consumer behaviours which has increased in recent days based on the food sector. Neuromarketing is a strategy of marketing that aims to bring together consumers under the same roof, also which is highly effective for analysing the social and psychological causes of the consumer behaviour. The aim of the research is trying to understand the consumer behaviours by researching the neuromarketing and brain function with analysing the perception of any customer buying decisions based on food sector, and as a result of that works out with the research studies both neuromarketing techniques and the survey. As the result of this study, it is found that the perception of food product consumers who are above 18 and live in Istanbul and have basic information about neuromarketing towards neuromarketing has significant but partial effect on their consumer behaviour; moreover, negative influences of subliminal advertisements and awareness on subliminal messages have significant effect on subliminal message perception.