Using of Eye Tracker in HORECA Segment: Visual Proposal of Chosen Communication Tool on Restaurant Guests Decision

  • Jakub Berčík Slovak University of Agriculture in Nitra Department of Marketing and Trade
  • Elena Horská Slovak University of Agriculture in Nitra Department of Marketing and Trade
  • Johana Paluchová Slovak University of Agriculture in Nitra Department of Marketing and Trade
  • Katarina Neomaniova Slovak University of Agriculture in Nitra Department of Marketing and Trade
Keywords: consumer neuro science, emotions, HORECA segment, marketing communication, eye tracker, leaflet

Abstract

IIn this article we evaluate three chosen restaurants in Nitra city from the perspective of visual proposal of chosen communication tool, which can be effective for influencing of restaurant's guests to visit each restaurant. It might be done through techniques and methods used in neuroscience. The consumer neuroscience is the area of marketing that studies the sensomotoric, cognitive and affective consumer's reactions on different marketing stimulus. In this article, we use Eye Tracker as one of biometric methods and we research, how restaurant's leaflets can be attractive for guests and in the conclusion we suggest some tips for marketing communication doing for three restaurants in practice. Means of biometric and neuroimaging technologies it's found out, how the consumers do the unconscious purchasing decisions and what's part of brain is responsible for these processes that 95% of human thinking and activities become just real in subconscious. This paper is a part of Scientifics project VEGA 1/0874/14 (2014–2016): “Using of neuromarketing in the food visual merchandising”, solved at the Department of Marketing and Trade, FEM-SUA.

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Published
2015-12-30
Section
Articles