The impact of Neuromarketing research effectiveness on Impulsive buying in the Egyptian hospitality Industry

نوع المستند : المقالة الأصلية

المؤلف

الاكاديمية العربية

المستخلص

The purpose of this research is to study the impact of the impact of Neuromarketing research effectiveness on Impulsive buying in the Egyptian hospitality Industry.
Thus, to understand more about the Neuromarketing effect that is still not matured enough in the literature of Marketing.
In order to perform this study, quantitative data from surveys was collected from 409 respondents who answered the questionnaires based in, and the quantitative data collected was analyzed using SPSS software (Statistical Package for Social Sciences).
from the quantitative data analysis, it is concluded that the neuromarketing in terms of Aroma, Labels and brand name are having a direct positive significant influence on the impulsive buying, emotional experience is having negative significant influence, on the other hand the neuromarketing in terms of atmosphere, music, and vision-interior design-lighting showed insignificant relation with the impulsive buying.
The research offers fresh perspectives on Neuromarketing and its effect on the impulsive buying, especially in the hospitality industry, which is immature, undeveloped science, by studying the neuromarketing in terms of atmosphere and environment, vision-interior design-lighting, music, aroma, emotional experience, labels and brand name and the impulsive buying in the hospitality industry.

الكلمات الرئيسية

الموضوعات الرئيسية

ملفات

شارك

إرسال الاستشهاد إلى

الإحصائيات