Abstract:

Not only functionality and price, but also the overall design (material and method of packaging) affect the customer and his experience with the product as a whole. The application of the principles of neuromarketing can provide an excellent insight about the final design of products and its emotional effects on the customer. The motive for buying products may also be that the product evokes a certain idea of consumer prestige, is associated with a certain symbol with which the consumer wants to identify. The result of neuromarketing is effective marketing communication, set according to real brain reactions and optimization of the product itself as a whole. If we buy a product, we are interested as a whole - brand, material, packaging, price, location, promotion. The product as a whole evokes emotions in us. The aim of the paper is a theoretical summary of product policy and neuromarketing, as well as identifying differences in the perception of quality and selected forms of promotion, which significantly affect the shopping behavior of Slovak consumers.