Scientific Progress and Its Contribution to Marketing Research
Scientific Progress and Its Contribution to Marketing Research

Summary/Abstract: Today's science brings new facts every day and reveals hitherto unknown facts. If the facts found by scientists, even with the help of modern technology, become accessible to the public, it can have a very positive impact on society. However, a truly revolutionary benefit is making the use of these technologies available to people to facilitate their daily activities. The article points out the importance of marketing and marketing research of customer behavior as a basic prerequisite for meeting their needs. It lists factors that influence the customer's decision-making process when purchasing various products. It indicates the relevant context of this process with the various stages of the product life cycle. It clarifies the nature and basics of neuromarketing as one of the innovative forms of exact research into consumer behavior. It introduces the emotions that are part of the human decision-making process. It presents possibilities of application of neuromarketing methods of research to investigate customer reactions in sales of selected goods.

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