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EFFECTS OF NEUROMARKETING ON MARKETING PERFORMANCE AND MARKET SHARE GROWTH: CASE STUDY OF SELECTED MANUFACTURING COMPANIES OF BUSHEHR PROVINCE, IRAN |
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| รหัสดีโอไอ | |
| Creator | Jouya Naserian, Pouya Naserian, Maryam Asadollahi Kheirabadi |
| Title | EFFECTS OF NEUROMARKETING ON MARKETING PERFORMANCE AND MARKET SHARE GROWTH: CASE STUDY OF SELECTED MANUFACTURING COMPANIES OF BUSHEHR PROVINCE, IRAN |
| Contributor | - |
| Publisher | TuEngr Group |
| Publication Year | 2562 |
| Journal Title | International Transaction Journal of Engineering, Management, & Applied Sciences & Technologies |
| Journal Vol. | 10 |
| Journal No. | 6 |
| Page no. | 803-810 |
| Keyword | Business management, Market share, Information processing, Business administration, Neuroscience. |
| URL Website | http://tuengr.com/Vol10_6.html |
| Website title | ITJEMAST V10(6) 2019 @ TuEngr.com |
| ISSN | 2228-9860 |
| Abstract | The present study aimed to investigate the effect of neuromarketing on marketing performance and market share growth among selected manufacturing companies in Bushehr province. The statistical population of the research included 177 senior managers, deputies, branch managers and administrative staff with more than five years of work experience in selected manufacturing companies of Bushehr province. In order to collect data, a questionnaire was used and consisted of three parts of the neuromarketing, marketing performance, and market share growth. In addition, the validity and reliability of the questionnaire were confirmed. This research had three hypotheses that have been analyzed using SPSS software. The results indicated that neuromarketing affects marketing performance and market share growth. Finally, marketing performance also affects market share growth. |
