بررسی تجربۀ چشایی برندهای متفاوت ماءالشعیر در بین ورزشکاران دونده دانشگاه فردوسی مشهد از دیدگاه بازاریابی عصبی (مقاله علمی وزارت علوم)
درجه علمی: نشریه علمی (وزارت علوم)
آرشیو
چکیده
باتوجه به این موضوع که انواع مختلفی از نام های تجاری ماءالشعیر در کشور ایران وجود دارد و هر کدام علاقه مندان و دوستداران مخصوص به خود را به ویژه در بین ورزشکاران دارد و همچنین، با اشاره به اینکه به طور دائم بین این نام های تجاری برای جلب توجه مشتری رقابت وجود دارد، روش های بازاریابی عصبی می تواند اطلاعات مفیدی را در این حوزه به افراد ارائه دهد؛ بنابراین هدف از پژوهش حاضر بررسی تغییرات توان امواج مغزی ورزشکاران دونده در پاسخ به انواع نام های تجاری ماءالشعیر به روش الکتروآنسفالوگرافی از دیدگاه بازاریابی عصبی است. پژوهش حاضر از نظر هدف، کاربردی و از نظر ماهیت، اکتشافی است که به روش تجربی انجام شده است. در پژوهش حاضر فعالیت امواج مغزی 14 داوطلب در مناطق پیش پیشانی، پیشانی و پس سری به روش الکتروآنسفالوگرافی ضبط و تجزیه و تحلیل و سپس برای تجزیه و تحلیل داده ها از آزمون تی وابسته و تحلیل واریانس استفاده شده است. یافته های پژوهش نشان داد که در میان افراد استفاده کننده از برند های جوجو و ایستک در امواج تتا، آلفا و بتا و نیز در میان افراد استفاده کننده از برند عالیس، دلستر و هی دی در امواج تتا تفاوت معناداری وجو ندارد (sig>0.05)؛ اما در میان افراد استفاده کننده از برند عالیس، دلستر و هی دی در امواج آلفا و تتا تفاوت معناداری وجود دارد (sig<0.05). به طور کلی، افزایش فعالیت موج آلفا و بتا به معنای افزایش فعّال شدن مدارهای عصبی برای توجه، حافظه کاری و یکپارچگی حسی-حرکتی است. در پژوهش حاضر ایجاد تفاوت معنادار در امواج آلفا و بتا استفاده کنندگان از برند عالیس، دلستر و هی دی نشان دهنده ترجیح بیشتر مصرف کنندگان به این برندهاست؛ بنابراین از طرفی، برندهای جوجو و آیستک برای تأثیرگذاری بیشتر بر مصرف کنندگان باید طعم و مزه را بیشتر جذاب کنند و از طرف دیگر، بهتر است که شرکت ها و تولیدکنندگان ماءالشعیر از روش های نوین برای بررسی ترجیحات مصرف کنندگان استفاده کنند تا بدین طریق طعمی به یادماندنی برای مصرف کنندگان ایجاد شود.The Experience of Tasting Different Brands of Non-alcoholic Beer among Runners Athletes from the Neuromarketing Perspective
The present study aimed to investigate the changes in brain wave power of runners in response to different brands of non-alcoholic beer using the electroencephalography method from the perspective of neuromarketing. This research is applied in terms of purpose and has been done experimentally. For this purpose, the brain wave activity of 14 volunteers in the forehead, forehead, and recessive regions was recorded and analyzed by electroencephalography. Dependent t-tests and analysis of variance were used to analyze the data. The findings showed that there was no significant difference in theta, alpha, and beta waves of individuals after using the Jojo and Istak brands and also in theta waves after using the Alis, Delster, and Heyday brands (sig>0.05). However, there was a significant difference in alpha and beta waves in individuals using Alis, Delster, and Heyday (sig<0.05). IntroductionConstant and rapid changes in consumer interests and behaviours make the use of tools and approaches based on advanced technologies inevitable. In the meantime, neuromarketing provides in-depth insights into customer motivations, preferences, and decisions (Bamakan et al., 2021). There are different types of brands of beer in our country, each of which has its enthusiasts and lovers, especially among athletes. Noting that there is constant competition between these brands and brands for customer attention, neuromarketing methods can provide us with useful information in this area. Research into participants’ state of mind while tasting beer can help us develop our current understanding of consumers’ brain activity. Accordingly, in this study, the changes in brain waves of runners during the tasting of different brands of beer have been investigated using the electroencephalography method. The authors are looking for answers to the question of how runners' brainwaves work while drinking beer. By studying changes in the brain wave activity of athletes, emotional responses to different brands of beer can be achieved. MethodologyThisresearch is practicalintermsofpurposeandisexploratoryinnature. Thestatisticalpopulation of thestudywasathletestudentsrunningatthe FerdowsiUniversity of Mashhad,15ofwhomwere selected asvolunteerstoparticipate in the research andcompleted an informed consentformforparticipationintheresearchproject.Inthisstudy,the electroencephalographytechniquewasused. The participants' brain waves were measured before drinking the beers. Then, 5 glasses of beer with different brand names (Jojo, Istak, Delster, Alis, and Heyday) were placed in front of the participants. The glasses werearrangedinarow.Theparticipants drank each of thesebeers in rows.At the sametimeasdrinkingthebeer, the electroencephalogram recording device also measured the activity of brainwaves(alpha, beta, and theta)intheelectrodesof FP1, FP2, F3, F7, F8, F4,O1,andO2.The data were analyzedusingNeuroguideandSPSS-26software. One out of 15participantswasexcludedfrom the study due to having a headacheasoneof the exclusioncriteriaandthenumberofthemreached14. Sixof the participantsweremaleand8werefemale.In the inferentialpart, since the data of thisstudywasnormal and eachofthebrandshadtwobefore and after data,dependent t-test orpairedsamplet-testand analysis ofvariancewereusedfordataanalysis. FindingsT-test results showed that there was no significant difference between the taste of Jojo and Istak brands before and after use by athletes (sig>0.05). However, there was a significant difference between the taste of beer in Alis, Delster, and Heyday brands before and after use by athletes (sig<0.05). After using these three brands, there is a huge difference in their sense of taste. In theta, alpha, and beta waves, there was no significant difference between individuals after using the Jojo and Istak brands, and in theta waves after using the Alis, Dalster, and Hayday brands (sig>0.05). However, in alpha and beta waves, there was a significant difference between Alis, Delster, and Hayday brand users (sig<0.05). Then, ANOVA was used to compare the taste sense of athletes after using brands of non-alcoholic beer brand. The results showed that there was no significant difference between athletes' sense of taste after using brands of beer (sig>0.05). ConclusionsIn general, taste is one of our most distinctive emotional senses. The results of the present study showed that there was a significant difference between the taste of beer in Alis, Delster, and Hayday brands before and after use by athletes. So, to strengthen a company's identity or brand, different types of taste experiences can help by creating an image of a brand or product. In particular, changes in brain waves can also create a lot of emotions and influence decision-making. A user's brain waves can change sensitively when exposed to stimuli, names, food appearance, food smell, and taste (Songsamoe et al., 2019). The results of the study showed that in alpha and beta waves, participants were significant differences. In line with these results, Hsu and Chen (2021) found that there were significant differences in the alpha and beta bands of brain waves of participants when drinking coffee. In general, increased alpha and beta wave activity means increased activation of neural circuits for attention, working memory, and sensory-motor integration. In addition, a significant difference in alpha and beta waves in users of Alis, Delster, and Hayday brands in this study also indicates a higher preference for consumers to these brands. Therefore, the Jojo and Istak brands should make the taste more attractive to consumers, and companies and manufacturers should use new methods to examine consumer preferences to create a memorable taste for consumers.
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