An investigation of sports consumers' purchasing decisions through neuromarketing methods

Two systems, called System 1 and System 2, are effective in the human decision-making and purchasing process. While System 1 covers unconscious (emotional) reactions, System 2 covers conscious (rational) ones. Traditional research methods analyze findings from System 2, while neuromarketing research analyzes findings from System 1. In order to understand consumers' purchasing behaviors, both conscious and unconscious reactions need to be analyzed. In this study, it was aimed to determine the factors affecting the purchasing decision of sports consumers by using both traditional and neuromarketing research methods. The main purpose of the research is to examine the factors affecting the purchasing decision of sports consumers, who participate in organized sport and do not, using neuromarketing methods (Eye Tracking, EEG and Galvanic Skin Response). A total of 48 voluntary sports consumers, 24 licensed athletes (n= 12 females, n= 12 males) and 24 sedentary people (n= 12 females, n= 12 males) who purchased sports products online, were included in the research. In terms of demographics (i.e., age, income level and sub-dimensions, considered as independent variables that can affect the purchasing decision) no significant difference was noted according to gender and sports activity which means the sports consumers participating in the study had similar years of age, incomes and sub-dimensions. Mixed method research design was utilized in this study as quasi-experimental with an embedded pattern. This research is largely quantitative, and the qualitative method was used to support and explain the quantitative data. In the pre-experimental phase of the research, a survey form prepared by the researcher was applied and data was obtained regarding the demographics of the participants, their status as licensed athletes, factors affecting purchasing decisions (brand, price or product features preferences). In line with the information obtained, a personalized experimental setup was created according to the brands, product features and price factors that individuals prefer. During the experiment, in order to determine the factor affecting the purchasing decision (i.e., brand, price or product features), participants were asked to buy a product by showing t-shirts with different brands, prices and product features. Data collection started when the participant commenced to looking at the products on the screen and ended when the purchasing process was completed by using Eye Tracker, EEG and Galvanic Skin Response devices. After the experiment, semi-structured interview method was used to explain and support the results obtained by asking the participants open-ended questions about which product they purchased and why. As a result, the purchasing decisions of sports consumers were differed between the traditional marketing method and the neuromarketing method, and the participants showed different purchasing behaviours when the experimental setup was prepared specific to the answers they gave in the questionnaire. Sports consumers made a purchasing decision predominantly according to product features during the experiment although they stated brand in the questionnaire as the most important factor for them. When all the findings regarding the relationship and agre between the decision made in the experiment and EEG, GSR and Eye Tracking were evaluated, an agreement was determined between the decisions made by the consumers in the experiment and the peak decisions of GSR and EEG (AF3 Alpha, AF3 Beta, AF4 Alpha and AF4 Beta). According to these results, the responses of the consumers in the experiment are supported by neurometric and biometric measurements. The purchasing decision between sedentaries and athletes is different from each other as sedentaries predominantly make purchasing decisions based on the brand of items, while athletes predominantly make decisions based on product features. In addition, a difference was found between genders in terms of their purchasing decision factors. Women were noted making purchasing decisions based on the brand of items, while men mostly decided according to product features.