Sales Maximization Based on Neuro-Marketing Techniques in Virtual Environments

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.