Examining Consumer Reaction to the Use of Neuromarketing Tools in the Selection of Banking Products

Aim The presented study aims to determine the reaction of Russian consumers to the use of neuromarketing tools in the banking sector. In the course of the study, several hypotheses are tested using statistical analysis. Tasks. The authors assess the awareness of respondents as consumers (individuals) about neuromarketing and the use of neurotechnologies for commercial purposes, evaluate the willingness of respondents to store their spare funds in a bank and their attitude to the use of neuromarketing (sensory marketing) tools in a bank. Methods. The hypotheses are tested in practice using a questionnaire survey of respondents (individuals). The survey examines customer evaluation of banking services, the attitude of respondents to innovative banking technologies and infrastructure, and priorities in their selection of the servicing bank. The respondents are asked questions with one answer, multiple answers, and Likert scale questions. Data is processed using IBM SPSS Statistics 21 and the following statistical methods: frequency analysis, comparison of averages. Results. The decision-making mechanism is rational and predictable if the bank's managers can determine the bank's reliability from the client's perspective. Subjective assessment of the bank's reliability is a key factor in choosing a bank deposit and requires careful consideration by the bank's managers. A promotional strategy for deposit products should be based on creating a favorable image of the bank and confirming its reliability. The lack of informational support for the bank's activities leads to a slump in reliability assessments. Other reliability criteria need to be further tested in terms of their relevance to the target audience as a whole and to individual respondents. Thus, a bank's marketing campaign on promoting deposit products should focus not on providing information about the terms offered by the deposit, but on creating an image of the bank in general, regardless of specific products. That said, consumer behavior is based on subjective assessments, which can only be revealed by working directly with the target audience. In particular, the use of neuromarketing tools is one of the potential directions for simulating consumer behavior, while analysis of advertising products using neuromarketing tools would improve the quality of these products and send the right message about the bank's image to consumers. Conclusions. The obtained data allow individualizing advertisements of banking services in social networks depending on the client's psychological profile. Nowadays, from activity in social networks it is possible to determine the sex, age, nationality, and psychological type of the respondent fairly precisely. This is achieved by using big data tools. On the basis of the data obtained in the course of the study, it is possible to compose individualized advertising messages (distributed over social networks) targeted at the corresponding demographic and psychophysical parameters.

neuromarketing, sensory marketing, banking products, banking services, нейромаркетинг, сенсорный маркетинг, банковские продукты, банковские услуги

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