Determination of user experience on food business web sites by using neuromarketing techniques

Internet technology, one of the most important developments in human history, has become one of the most important parts of daily life in the last two decades. The internet, which has evolved from its early days to its present day, has become a tool of interaction that is used by all, especially with the advancement of technology, the change of habits of people and the need to search and find information. In today's globalized business world, the food industry has faced a certain change. With the influence of technology, people now having what they eat and drink outside is not only for 'snuggling doy but also as a socio-cultural and psychological activity. In the past, food companies that have been created and marketed and managed only physical strategies, have turned their viewpoints into virtual strategies with the introduction of computer networking systems, internet and smart phones. In an environment in which there is a changing, changing and changing human profile, enterprises have a new and technological channel through web technologies. Nowadays, customers have started a food and beverage business from the selection process and taste, complain and so on, the importance of digital marketing emerges when it is expressed that it conveys its views and also shares its experiences with other current or potential customers through web applications. Neuromarketing, which is known as subconscious marketing, is about managing all marketing activities and experiences related to people through subconscious strategies. UX (user experience), one of the neuromarketing techniques, is related to the experience of having a person in the purchasing process. In terms of physical environment in food enterprises, this experience relate design, menu, price, design, music concepts and so on. The user experience on websites that are an important marketing channel for food businesses in digital environments is all about the content of websites. One of the main factors that provide this integrity is the visual content. The visual content that should be used on the website in a food business; attention, high concentration, anxiety, and total fixation (interest) numbers with this situation, which constitutes the starting point of our research. This determination was made by using Electroencephalogram (EEG) and eyetracking devices, which are neuromarketing measurement tools. With the experimental design method, a single-subject experimental design pattern was created for a group of 8 subjects. The mixed research method was used in this study, which aims to measure the user experience of food businesses in terms of visual content with digital neuromarketing techniques. First, the relevant literature was scanned and the articles about visual content were removed from the literature. With these items, a needs assessment analysis was performed by applying Delphi technique, one of the qualitative research methods, on 8 experts who constitute the subjects of the study at the same time. In the next stage of the research, two websites called deney1 (D1) and deney2 (D2) were created based on the visual content items extracted from the literature and presented to experts with Delphi technique. By creating the experimental procedure, an experimental environment was prepared for 8 subjects and websites were shown. EEG and eyetracking measurements were made over the websites that were shown during the experiment. The data obtained from the EEG are over Alpha, Beta-1 and Beta-2 frequencies, respectively; attention, revealed high concentration and anxiety states, and total fixation number based on eyetracking data. The findings of the study revealed that the visual content used in the deney1 website was a more efficient website on attention, high concentration and total fixation, and the anxiety level of the deney2 website was more perceptible by the subjects. The awareness of food businesses, industry 4.0 and the digitalization process, and the fact that neuromarketing is seen as a very current field in the field of marketing reveal the contribution of our study to the literature.