ANALYSING HOW NEUROMARKETING TOOLS, SENSORY BRANDING AND EYE TRACKING, AFFECT CUSTOMER PURCHASING BEHAVIOUR TOWARDS FAST MOVING CONSUMER GOODS IN INDONESIA
The FMCG industry in Indonesia is growing aggressively and has contributed a high portion to Indonesia’s GDP. The industry is filled with multinational players and is considered to be very competitive. The competition is not only among products, but also brands, hence, it is making it hard for pl...
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| Format: | Final Project |
| Language: | Indonesia |
| Online Access: | https://digilib.itb.ac.id/gdl/view/50434 |
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| Institution: | Institut Teknologi Bandung |
| Language: | Indonesia |
| Summary: | The FMCG industry in Indonesia is growing aggressively and has contributed a high portion to
Indonesia’s GDP. The industry is filled with multinational players and is considered to be very
competitive. The competition is not only among products, but also brands, hence, it is making it
hard for players to stand out. Therefore, the purpose of this paper is to help analyze the
implementation of neuromarketing tools, sensory branding and eye tracking, towards the
customer purchasing behavior of FMCG products in Indonesia. The result of this study stated
that the implementation of neuromarketing tools, sensory branding and eye tracking, brings a
positive effect towards the purchasing behavior by understanding the customer’s decision
making process and through the readings of emotional value and unconscious factors within the
customer and translates it into a more accurate marketing strategy. |
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