The role of neuromarketing pillars in enhancing marketing insight:An analytical study of the opinions of a sample of workers in a number of restaurants in Duhok Governorate

Abstract

The research aims to provide a clear concept of the role of neuromarketing foundations in enhancing the marketing insight of a number of restaurants in Duhok Governorate, benefiting from modern technologies, insight and visions that restaurants possess in understanding customers’ reactions and responses to their neural signals and frequencies when viewing a specific product or advertisement. Neuromarketing has emerged as a complement to old research techniques and to seize the customers’ mentality and control them by looking at their ways of thinking and understanding their brains, which prompt them to choose a product over another. The current research relied on testing neuromarketing with its foundations as an independent variable and marketing insight as a dependent variable and an analytical framework to identify the nature of the statistical relationships between the two variables. This prompted the researchers to formulate a number of main and sub-hypotheses and test them through the use of a set of analytical statistical methods. The research reached a number of conclusions, the most important of which were: Studying customers’ mental processes and discovering their behavior in order to develop marketing strategies can be achieved by processing information and customers’ decisions, understanding their preferences, way of thinking and emotions, and exploring how business organizations can be linked to their brains in detail. The path of neuromarketing and its foundations. Among the important proposals reached by the research: When the restaurants under study seek to increase the positive feelings of their customers and reduce their negative feelings to influence their behavior. Implementation mechanism: They must work to arouse their emotions and senses towards them, which play an important role in the decision-making of their customers, and which can be aroused by different factors, such as the contrast between the characteristics of the restaurant and its natural colors.