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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Main Author:	Reihan Assidqi, Haikal
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

id	id-itb.:50434
spelling	id-itb.:504342020-09-24T07:11:57ZANALYSING HOW NEUROMARKETING TOOLS, SENSORY BRANDING AND EYE TRACKING, AFFECT CUSTOMER PURCHASING BEHAVIOUR TOWARDS FAST MOVING CONSUMER GOODS IN INDONESIA Reihan Assidqi, Haikal Indonesia Final Project Neuromarketing, Sensory Branding, Eye tracking, Customer Purchasing Behavior, FMCG INSTITUT TEKNOLOGI BANDUNG https://digilib.itb.ac.id/gdl/view/50434 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. text
institution	Institut Teknologi Bandung
building	Institut Teknologi Bandung Library
continent	Asia
country	Indonesia Indonesia
content_provider	Institut Teknologi Bandung
collection	Digital ITB
language	Indonesia
description	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.
format	Final Project
author	Reihan Assidqi, Haikal
spellingShingle	Reihan Assidqi, Haikal ANALYSING HOW NEUROMARKETING TOOLS, SENSORY BRANDING AND EYE TRACKING, AFFECT CUSTOMER PURCHASING BEHAVIOUR TOWARDS FAST MOVING CONSUMER GOODS IN INDONESIA
author_facet	Reihan Assidqi, Haikal
author_sort	Reihan Assidqi, Haikal
title	ANALYSING HOW NEUROMARKETING TOOLS, SENSORY BRANDING AND EYE TRACKING, AFFECT CUSTOMER PURCHASING BEHAVIOUR TOWARDS FAST MOVING CONSUMER GOODS IN INDONESIA
title_short	ANALYSING HOW NEUROMARKETING TOOLS, SENSORY BRANDING AND EYE TRACKING, AFFECT CUSTOMER PURCHASING BEHAVIOUR TOWARDS FAST MOVING CONSUMER GOODS IN INDONESIA
title_full	ANALYSING HOW NEUROMARKETING TOOLS, SENSORY BRANDING AND EYE TRACKING, AFFECT CUSTOMER PURCHASING BEHAVIOUR TOWARDS FAST MOVING CONSUMER GOODS IN INDONESIA
title_fullStr	ANALYSING HOW NEUROMARKETING TOOLS, SENSORY BRANDING AND EYE TRACKING, AFFECT CUSTOMER PURCHASING BEHAVIOUR TOWARDS FAST MOVING CONSUMER GOODS IN INDONESIA
title_full_unstemmed	ANALYSING HOW NEUROMARKETING TOOLS, SENSORY BRANDING AND EYE TRACKING, AFFECT CUSTOMER PURCHASING BEHAVIOUR TOWARDS FAST MOVING CONSUMER GOODS IN INDONESIA
title_sort	analysing how neuromarketing tools, sensory branding and eye tracking, affect customer purchasing behaviour towards fast moving consumer goods in indonesia
url	https://digilib.itb.ac.id/gdl/view/50434
_version_	1822000658225561600

ANALYSING HOW NEUROMARKETING TOOLS, SENSORY BRANDING AND EYE TRACKING, AFFECT CUSTOMER PURCHASING BEHAVIOUR TOWARDS FAST MOVING CONSUMER GOODS IN INDONESIA

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