CONSUMER PREFERENCES FOR ORGANIC FOOD. A CASE STUDY OF NEUROMARKETING METHODS AND TOOLS

The world we are living is dominated by advanced technology in Information Technology and Communication (IT & C) that brings new benefits to simplify the various actions that for individuals could mean waste of time. Time is a precious resource and consumers needs must be satisfied in high conditions. How can we find out what lies in the consumer 'black box'? In our century, organisations can appeal to modern tools and methods to investigate factors which influence consumer buying decisions. Very important is the correlation of the results obtained after applying neuromarketing methods and tools with demographic information of individuals. The brain is an amazing organ with great complexity, which can by receive and/or transmit signals and influence the buying behaviour process. Companies should exploit this 'fertile ground' that provides incredible opportunities and could influence the profit obtained by offering products intentionally created on consumers desires and needs. This paper is a presentation of most modern methods and tools for investigating consumer behaviour using neuromarketing field. Also, the paper presents a quantitative study on consumer preferences for organic products. In the conducted survey, were performed both univariate and bivariate analysis and the hypothesis were tested using Chi-square. Data collected were interpreted using SPSS.