Using high-tech tools for consumer buying decisions of FMCG

• Autorzy: Wiścicka-Fernando Małgorzata , Biercewicz Konrad

Identyfikatory

DOI

10.29119/1641-3466.2023.174.27

• Języki publikacji: EN

Abstrakty

EN

Purpose: The main aim of this paper is to explore consumer decisions and emotions during shopping at the self-service store with fast-moving consumer goods (FMCG). Design/methodology/approach: The subject of the study is to assess the impact of emotions during the choice-making process on consumers' buying decisions. The respondents are citizens of the West Pomeranian region, Poland. The survey was conducted using state-of-the-art data acquisition technologies, i.e., Virtual Reality and EEG. An interview was also used as a complementary form. The research was both qualitative and quantitative, with a research sample of 34 respondents and took place in the virtual world. The researchers used primary data. The results presented here are part of a broader research project that used a triangulation of research methods to allow a deeper analysis of the conscious and unconscious aspects of the subjects. Findings: The research provided independent data on consumer emotions. The authors identified 4 groups of emotions that appeared during the selection of a product and were highly differentiated and strongly dependent on such characteristics as consumer type and gender. It has also been noticed that the longer a product is held, the lower emotional “sleepiness’. Research limitations/implications: One of the main limitations is the data collection process, which is relatively expensive, so the sample size is limited. The results obtained can be a signpost for a researcher who would like to use this new technology for further research. Practical implications: The results obtained can be used by shop managers in planning the sales activities or shop space to help the customer decide. Originality/value: In the research was used an innovative combination of virtual reality (VR) equipment and an electroencephalogram (EEG). To the best of the authors' knowledge, the results of a study from the FMCG industry using both devices simultaneously have never been published.

Słowa kluczowe

EN

consumer behaviour; virtual reality; new technology; EEG

PL

zachowania konsumentów; rzeczywistość wirtualna; nowa technologia; EEG

• Wydawca: Wydawnictwo Politechniki Śląskiej
• Czasopismo: Zeszyty Naukowe. Organizacja i Zarządzanie / Politechnika Śląska
• Rocznik: 2023
• Tom: z. 174
• Strony: 387--402
• Opis fizyczny: Bibliogr. 39 poz.

Twórcy

autor

Wiścicka-Fernando Małgorzata

• Institute of Management, Faculty of Economics, Finance and Management, University of Szczecin

• https://orcid.org/0000-0001-9928-3335

autor

Biercewicz Konrad

• Institute of Management, Faculty of Economics, Finance and Management, University of Szczecin

• https://orcid.org/0000-0003-1635-4527

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