Abstract:

The paper in the theoretical part deals with the issue of neuromarketing and gender differences in the context of shopping behavior. The main goal is to identify statistically significant differences in the evaluation of consumer shopping behavior and neuromarketing in the context of gender equality. The research sample consisted of 204 respondents, of whom 126 were men and 78 were women aged 18 to 59 years with an average age of 33.69 years. Respondents' data were obtained by occasional sampling. The data needed for the analysis were obtained through the authors' questionnaire, which was the primary source of data. Two research hypotheses were established for the paper. The obtained data were processed and interpreted at the level of descriptive statistics. At the level of induction statistics, we used the Mann-Whitney U test. The results were processed by mathematical-statistical methods in IBM Statistics SPPS 22.00. The results of the analysis confirmed the existence of statistically significant differences between male and female consumers when evaluating shopping behavior and neuromarketing.