Measuring the consumer's perception on automobile brands from the neuromarketing perspective: An experimental study in Elazığ

Finding out the reasons of consumer behaviour is extremely important for marketers. In order to identify consumer behaviours various methods are being used. One of these methods is the neuromarketing method. By using neuromarketing methods, marketers could reach more reliable results with smaller samples. So, neuromarketing methods have drawn attention with an increasing tendency in recent years. Accordingly, an experimental study was conducted by using a neuromarketing method, EEG, so as to identify consumers' brand perceptions. Sample of the experiment is composed of students and acedemicians of Fırat University. In the first part of this study, literature review about the terms "consumer behaviour" and "brand" is done and in the second part, about the term "neuromarketing". Lastly in the third part, neuromarketing study is conducted in order to find out automobile drivers' brand perceptions. According to the results of the study, it is detected that consumers are reacting more to the Volkswagen and Toyota compared to other automobile brands. Key Words: Neuromarketing, Consumer Behaviour, Brand Perception