TITLE:
The Relationship between the Applicability of Neuromarketing and Competitiveness: An Applied Study on Real-Estate Marketing Companies in Egypt
AUTHORS:
Hebatalla Mohsen, Eman Mahfouz Mostafa
KEYWORDS:
Neuromarketing, Neuromarketing Activities, Neuromarketing Applications, Competitiveness
JOURNAL NAME:
Open Journal of Business and Management,
Vol.8 No.5,
September
1,
2020
ABSTRACT: The knowledge about the brain and therefore the interest in the topic of
neuromarketing have increased in recent years. Therefore, this paper
aims to study the relationship between the applicability of neuromarketing and
competitiveness on real estate marketing companies in Egypt, and to identify
the relationship between requirements and factors associated with the marketing
activity related to the application of neuromarketing and competitiveness in
real estate marketing companies, and to identify the relationship between
technical factors, that contributes to the application of
neuromarketing and competitiveness in real estate marketing sector. The research
hypotheses were adopted based on the previous studies, and based on variables
of the study. The researchers tried to identify the relationship between the
application of neuromarketing and competitiveness in real estate marketing companies. The researcher used the descriptive analytical method; the data was
collected through field research (questionnaire) among 120 respondents. The
results show that there was a significant positive correlation between the application of
neuromarketing and competitiveness. And also there was a significant positive
correlation between the application of neuromarketing activities and competitiveness,
and also there was a positive correlation between the application of neuromarketing
technology and techniques and competitiveness. The study recommended that real estate
marketing companies should focus on competitiveness by enhancing the application
of neuromarketing activities and techniques to ease the access to the
customers.