WYKORZYSTANIE NEUROMARKETINGU W BADANIU ZACHOWAŃ NABYWCÓW NA PRZYKŁADZIE ZALANDO SE
THE USE OF NEUROMARKETING IN STUDYING BUYER BEHAVIOR ON THE EXAMPLE OF ZALANDO SE

Summary/Abstract: Purpose | To assess the attractiveness of the Zalando shopping platform product card, using the eye tracking method. Research method | Qualitative research conducted using an eye tracker. As a result of the study, the physical reaction of the study participants (eye fixation) was assessed, based on which a heat map of the site, eye paths and an assessment of the presented product cards were made. Results | Results of the conducted research were presented, indicating the most important elements of the offer, which mainly attract the attention of customers. As a result of the conducted research, a variant of the product card presentation was indicated, which was assessed better and should be selected as a sales offer, to be placed on the Zalando platform. Originality / value / implications / recommendations | Thanks to the use of the eye tracking method, the analysis and interpretation of the obtained results (eye fixation, heat map of the page, evaluation of variants of presented product cards), the article brings an original and new perspective on the practical aspects of presenting offers on online stores' websites. Additionally, the article shows how to quickly, cheaply and reliably evaluate different options of presented content, even before making a decision to publish a specific variant of the offer on the company's website.

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