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ИД «Финансы и кредит»






Economic Analysis: Theory and Practice

The influence of neuromarketing on demand generation in DIY-format retail chains

Vol. 23, Iss. 6, JUNE 2024

Received: 14 March 2024

Received in revised form: 25 March 2024

Accepted: 7 April 2024

Available online: 28 June 2024


JEL Classification: М31

Pages: 1090–1108


Irina A. KRASYUK Peter the Great St. Petersburg Polytechnic University, St. Petersburg, Russian Federation


Karina Z. SAPEGINA Peter the Great St. Petersburg Polytechnic University, St. Petersburg, Russian Federation


Subject. The article considers current trends in the development of marketing activities caused by a change in the strategic orientation of positioning, which determine the use of neuromarketing as a modern tool of the marketing paradigm.
Objectives. The purpose is to determine the influence of neuromarketing on the factors of the marketing environment of DIY retailers.
Methods. The study rests on marketing research (the method of expert assessments) and the choice of neuromarketing tools to determine the directions of strategic positioning.
Results. The completed marketing research confirmed our assumption about the need to develop a modern algorithm for making a purchase decision in DIY retailers to meet new market requirements. We proposed an algorithm based on neuromarketing triggers, channels and technologies. This determines directions for the development of strategic competitive advantages of DIY retailers.
Conclusions. The implementation of the ecosystem approach in the field of circulation defines new strategic positioning guidelines, which is the subject area of further scientific research.

Keywords: marketing, neurotechnology, positioning, strategic changes, purchase decision process


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