ZASTUPLJENOST NEUROMARKETINŠKIH METODA U ODABRANIM HRVATSKIM TVRTKAMA
ADOPTION OF NEUROMARKETING METHODS IN SELECTED CROATIAN COMPANIES

Summary/Abstract: This research aims to analyze the representation of neuromarketing methods in the context of Croatian manufacturing companies that produce final products for end consumers. Earlier studies on neuromarketing have mainly investigated how different neuromarketing methodologies are used to uncover consumer decision-making patterns. While neuromarketing focuses more on the study of neural processes and emotions, behavioral marketing examines actual observed consumer behavior to better understand and shape marketing strategies. These two disciplines are often used together to achieve a comprehensive picture of consumer behavior. The focus of this research is on business entities and their familiarity with behavioral and neuromarketing techniques. Twenty large companies from various sectors, including the food, chemical and automotive industries, were surveyed. An effort was made to investigate how many companies apply neuroscientific techniques, such as EEG, fMRI and eye tracking in the creation of their products and how much they analyze the neurological responses of consumers to marketing stimuli. The research results provide insight into the current use of neuromarketing methods in these key sectors of the Croatian economy, highlighting potential advantages and challenges in applying these innovative approaches in marketing strategies.

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