European Journal of Business Science and Technology 2015, 1(2):93-103 | DOI: 10.11118/ejobsat.v1i2.28

Using of Eye Tracker in HORECA Segment: Visual Proposal of Chosen Communication Tool on Restaurant Guests Decision

Jakub Berčík1, Elena Horská1, Johana Paluchová1, Katarína Neomániová1
1 Slovak University of Agriculture in Nitra, Slovakia

In this article we evaluate three chosen restaurants in Nitra city from the perspective of visual proposal of chosen communication tool, which can be effective for influencing of restaurant's guests to visit each restaurant. It might be done through techniques and methods used in neuroscience. The consumer neuroscience is the area of marketing that studies the sensomotoric, cognitive and affective consumer's reactions on different marketing stimulus. In this article, we use Eye Tracker as one of biometric methods and we research, how restaurant's leaflets can be attractive for guests and in the conclusion we suggest some tips for marketing communication doing for three restaurants in practice. Means of biometric and neuroimaging technologies it's found out, how the consumers do the unconscious purchasing decisions and what's part of brain is responsible for these processes that 95% of human thinking and activities become just real in subconscious. This paper is a part of Scientifics project VEGA 1/0874/14 (2014-2016): "Using of neuromarketing in the food visual merchandising", solved at the Department of Marketing and Trade, FEM-SUA.

Keywords: consumer neuro science, emotions, HORECA segment, marketing communication, eye tracker, leaflet
JEL classification: M30, M31

Published: December 30, 2015  Show citation

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Berčík, J., Horská, E., Paluchová, J., & Neomániová, K. (2015). Using of Eye Tracker in HORECA Segment: Visual Proposal of Chosen Communication Tool on Restaurant Guests Decision. European Journal of Business Science and Technology, 1(2), 93-103. doi: 10.11118/ejobsat.v1i2.28
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