Abstract:

Neuromarketing today is a modern marketing research method allowing to estimate the response of consumers through the specialized equipment with high level of accuracy. The active spreading of neuromarketing is being observed all over the world as the possibilities of its toolkit in the revealing of consumer preferences are increasing with the scientific progress. Worldwide, neuromarketing is used by market leaders to promote the brand, but now the global trend towards the distribution of individual neuromarketing services in different business sectors could be traced. Since the neuromarketing in Russia is at the beginning of its development, the most important task at this stage is to evaluate current market trends and identify regional factors of influence and possible threats.This article presents the research of neuromarketing condition based on a survey about using the method in practice of business representatives. Research bases on revealing two main variables: awareness and attitude of legal entities concerning neuromarketing. The article shows factors having strong influence on the neuromarketing agencies providing services to Russian companies. The results performed here make a conclusion about prospects and threats of the neuromarketing development in Russia.