Understanding the factors that influence consumer preferences and brand perception in today's market, is critical for businesses. The aim of this thesis was to explore the relative importance of brand logo and packaging design from the perspective of the average consumer. The study used a multi-method approach combining subjective surveys and objective neuroscientific measures to uncover the truth behind consumer decision-making.
The research began with an in-depth literature review highlighting the importance of logos, packaging design and insight into the field of neuromarketing. There is little information in literature about which factor has a greater influence on consumer choice. This knowledge gap motivated this study to delve into this question. In order to reveal the true preferences of the consumer, a diverse sample of participants was subjected to testing using electroencephalography and subjective survey methodologies. The technique of electroencephalography enabled the measurement of neural activity and provided insight into fundamental cognitive and emotional processes. At the same time, the survey collected participants' preferences and perceptions regarding different brands of hair dyes and their visual elements. The results revealed some interesting findings. Contrary to conventional belief, analysis of electroencephalography data showed that a brand logo has a slightly greater influence on the consumer's decision-making process compared to packaging design. The results of the survey also presented an interesting discrepancy. While brands such as L'Oreal, Syoss and Schwarzkopf emerged as top picks in the survey, their performance did not match the electroencephalographical findings. In contrast, Revlon, which received the highest scores when measured by electroencephalographical technology, was overshadowed in the survey responses. This discrepancy highlights the importance of integrating subjective and objective measures to obtain a comprehensive understanding of consumer preferences.
Future research is recommended to increase the validity and generalizability of the findings. Integrating eye-tracking devices in conjunction with electroencephalography measurements could provide a deeper understanding of visual attention patterns and cognitive processes related to brand perception. In addition, extending the study to a larger and more diverse sample covering different countries and cultures would provide a broader insight into cross-cultural differences in brand preferences.
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