Asymmetry of Visual Perception When Choosing Products: Methods and Algorithms of Neuromarketing
Authors:   Marketing, Trade and Customs Department of the V. I. Vernadsky Crimean Federal University, Simferopol, the Republic of Crimea, Russia., Kalkova* Natalia , Yarosh Olga ,   Marketing, Trade and Customs Department of the V. I. Vernadsky Crimean Federal University, Simferopol, the Republic of Crimea, Russia., Mitina Ella ,   Marketing, Trade and Customs Department of the V. I. Vernadsky Crimean Federal University, Simferopol, the Republic of Crimea, Russia., Khokhlov Vyacheslav ,   Marketing, Trade and Customs Department of the V. I. Vernadsky Crimean Federal University, Simferopol, the Republic of Crimea, Russia.
Published: June 2020

Consumer behavior is a complex and multi-step process. It is necessary to study consumer choice with different alternatives and choice parameters, which will allow us to identify behavioral characteristics in different demographic groups. The article deals with theoretical and practical issues of consumer behavior when choosing food. The article uses classical marketing methods and neuromarketing approaches. Based on this comprehensive approach, an assessment of the structure of food consumption was carried out, as well as a pilot study of the characteristics of consumer choice depending on gender characteristics.The study of statistical data showed that the decline in real incomes of the population in Russia affected the structure of food consumption. There is a decrease in the volume of demand for meat, vegetables, and fruits, which is associated with a decrease in the population's ability to pay and an increase in the level of poverty.Gender characteristics in the consumer's preferred and actually purchased products were identified using the neuromarketing research methodology. Thus, it was determined that the speed of decision-making when choosing products is higher for women than for men, since women are more frequent buyers. The high speed of decision-making by women is most likely a result of emotional choice of products. Using visual advertising signals can increase attention to incentives and increase motivation. It was also found that in the absence of external restrictions: the number of products chosen and sufficient financial resources, women consumers are strongly influenced by internal restrictions, but men tend to take risks. Women try to be Thrifty, choosing a standard set of products that make up their diet, men in conditions of unlimited financial resources tend to buy expensive goods without thinking about the costs. The study of consumer choice between those products that were visually noticed and those that were selected as a result of the survey showed that there is a significant asymmetry between what is desired and what is chosen. To assess the level of asymmetry of visual attention, we proposed a method for assessing the asymmetry of consumer preferences, the use of which allows us to assess the gap between the desired and purchased goods. Based on the coefficient of asymmetry of consumer preferences, it is possible to assess the level of consumer imbalance and timely prevent social and economic dissatisfaction in different gender groups. The possibility of changing consumer choice under the influence of various stimulating factors is proved. The results obtained can be used in the practical activities of food retailers and food manufacturers when promoting their products with gender differences in mind. The results also need to be taken into account when developing government strategies for developing the food market and supporting healthy lifestyles and changing consumer culture.