The route in the store and the visual landlord of the glance predicts the behavior of the consumer
The route that we drew up in the stores and the visual landlord of the glance predicts our behavior at the time of buying. This is one of the main conclusions of a study developed by investigators of the Universitat Politècnica de València and Universitat de València, in Spain, in which they have integrated neuroscience and virtual reality to analyze the process of purchase on the part of the consumers. The result of this work has been published the Journal of Business Research.
this study is pioneering in the scope of the analysis of the point of sale and promotes a novel line of investigation within the marketing, in which the new technologies with the use of techniques based on the neuroscience and the technology are conjugated that the pursuit of the behavior of purchase within the store allows , it points Mariano Alcañiz, Director of LabLeni-i3B of the Universitat Politècnica de València.
The investigation has been realised by an interdisciplinary team of neurocientíficos, specialists in marketing and professionals of modeled and the programming of the virtual reality. In the project, they evaluated the behavior of more 100 people in virtual surroundings that recreate a supermarket, developed by the investigators of the UPV.
The equipment of the UPV and the UV realised the measurements with the most modern technology of HBT (Human Behaviour Tracking), that allows to know by where it is walking the subject at the same time as it is known exactly to what it marks is looking, thus measuring his behavior; and of Eye Tracking (ET) or ocular pursuit, to measure where and how the client looks. The study was completed with a questionnaire for each participant.
This type of studies allows to state the potential use of the virtual reality as tool of simulation of the point of sale in surroundings of high realism and in which it would be possible to simulate different conditions of a controlled way, simple and needs.
the important thing is the conjugation of these technologies in a pioneering study along with the use of the virtual reality that it makes possible to create models of perfectly adaptable decision of purchase to real surroundings of sales. Also it emphasizes the use of statistical technique QCA (Qualitative Comparative Analysis) used in the study of pioneering form , explains scientific coordinating Jaime Guixeres of Neuromarketing in LabLeni.
The study draws other interesting conclusions, as much at academic level as enterprise. Among them, it indicates that when the buyers look for variety of brands, within a same product category, the external factors to the buyer such as quality, flavor, promotion, publicity, price, characteristics of the product, their image and mark do not emerge as determinants.
Also the fidelity to a brand is not formed either as excellent when the variety of brands is contemplated. Really, it seems that the variety search is in itself a purchase objective that is not influenced of scientifically determining way nor by originating external stimuli of the product, nor by the faithful behavior of previous purchases.
In addition, with reference to the probability of acquiring a greater number of brands of a same product, it is stated that the time of accomplishment of the first purchase determines major variety of bought brands; so that, the sooner this first election is realised, major is the number of bought brands.
our objective era to initiate a line of investigation with new technologies and neurosciences, that a very ample fan of possibilities opens to know the behavior the buyer in the point of sale. This innovating study complements other investigations of applied neuroeconomics that we are developing in LabLENI and that is beginning to give to interesting results and conclusions very applicable to the enterprise reality , it indicates professor Alcañiz.
In addition it indicates that our interest leaves from the premise to study the behavior of the consumer in the same act of purchase and at all the levels, that is to say, to know how moves, how it looks, what brands even choose and how it chooses them, getting to discover the factors that trigger this election .
The study is had including in the book In the skin of the client: to listen, to attract, to retain on the application of the neuroscience in the point of sale. (Source: UPV)
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