Abstract
This article describes an analysis of the merchandising techniques used in Neuromarketing through a virtual reality application to inquire the consumer behavior when purchasing mass consumption products. The results of the virtual test will affect the costs optimization, reduction of time, and logistics when studying the effectiveness of each technique. The application consists of a virtual environment replica of a real supermarket, which allows the user to interact with the products according to: the conscious and unconscious perception at a purchase and the influence of merchandising techniques (location of the products, assortment management and accessibility, and so on). The results of the experiment validate the merchandising techniques with product rotation processes and sales increase, without study them in a real supermarket.
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Acknowledgement
The authors would like to thanks to the Corporación Ecuatoriana para el Desarrollo de la Investigación y Academia – CEDIA for the financing given to research, development, and innovation, through the CEPRA projects, especially the project CEPRA-XI-2017-06; Control Coordinado Multi-operador aplicado a un robot Manipulador Aéreo; also to Universidad de las Fuerzas Armadas ESPE, Universidad Técnica de Ambato, Escuela Superior Politécnica de Chimborazo, and Universidad Nacional de Chimborazo, and Grupo de Investigación en Automatización, Robótica y Sistemas Inteligentes, GI-ARSI, for the support to develop this work.
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Quevedo, W.X. et al. (2018). Sales Maximization Based on Neuro-Marketing Techniques in Virtual Environments. In: De Paolis, L., Bourdot, P. (eds) Augmented Reality, Virtual Reality, and Computer Graphics. AVR 2018. Lecture Notes in Computer Science(), vol 10851. Springer, Cham. https://doi.org/10.1007/978-3-319-95282-6_13
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DOI: https://doi.org/10.1007/978-3-319-95282-6_13
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