RESEARCH OF SENSORY PERCEPTION OF THE PRODUCT ON THE MARKET BY MEANS OF NEUROMARKETING

The article is focused on the sensory perception of the product by customers. It 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. It demonstrates the possibilities and ways of identifying, measuring and evaluating consumer responses to various perceptions. On this basis, it presents the potential benefits of using neuromarketing science.