NEUROMARKETING AND CUSTOMERS INTENTIONS OF FAST-FOOD FIRMS IN PORT HARCOURT, RIVERS STATE

Abstract

This study examines the relationship between neuromarketing and customer’s intention in Fast-food firms in Port Harcourt, Rivers State. This study adopted a correlational survey research design as the study seek to determine the relationship between both variables under study. The population of the study consisted of 11 fast-food firms in Port Harcourt, Rivers State. The study adopted a census population. 3 Managers were selected from each firm multiplied 11 firms give us a total of 33 respondents under study. Structured questionnaire instrument title “neuromarketing and customer’s intentions questionnaire” was developed on five-point likert scale. The result of the Cronbach's Alpha reliability test indicates .702 which is above .70 which implies that the items are reliable. The primary data for this study were generated through questionnaire. hypotheses were tested using Pearson product moment correlation on SPSS. The study revealed that there is a significant relationship between electroencephalography and purchase pattern of fast-food firms in Port Harcourt, Rivers State. There is a significant relationship between eye-tracking and loyalty intention of fast-food firms in Port Harcourt, Rivers State. The study concluded that there is significant relationship between neuromarketing and customer’s intention. The study recommended that fast-food firms should consider integrating electroencephalography technology into their marketing strategies to better understand consumer decision-making processes, firms should conduct eye-tracking studies during customer interactions with advertisements and menus to gauge visual attention and preferences