Volume 1, Issue 1 (1-2026)
Economy and Food Security 2026, 1(1): 57-67 |
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Mirhashemi S M, Yavari G, Asadi H. (2026). Marketing Development of Horticultural Products by Knowledge-Based Neuromarketing and Examining Factors Affecting Online Customers of the Gaz Laziz Website. Economy and Food Security. 1(1), 57-67. doi:10.61882/efs.2025.36
URL: http://efs.sanru.ac.ir/article-1-36-en.html
URL: http://efs.sanru.ac.ir/article-1-36-en.html
1- Payam Noor University, Alborz Province, Karaj Branch, Karaj, Iran
2- Department of Economics, Faculty of Economics, Management and Accounting, Yazd University, Yazd, Iran
3- Seed and Plant Improvement Institute, Agricultural Research, Education and Extension Organization, Karaj, Iran
2- Department of Economics, Faculty of Economics, Management and Accounting, Yazd University, Yazd, Iran
3- Seed and Plant Improvement Institute, Agricultural Research, Education and Extension Organization, Karaj, Iran
Abstract: (1742 Views)
Extended Abstract
Background: Neuromarketing helps marketers understand consumer behavior at a deeper level. This can help them identify factors that influence consumers' purchase decisions. Using this new marketing method through scientific principles helps optimize the marketing process, which can increase the effectiveness of advertising, escalate the conversion rate, and improve the customer experience. Neuromarketing helps identify the desires of target customers and identify what distinctive claims can be made to position a product as the best option to meet these needs. The next goal is to show potential customers that choosing a product or service will lead to significant benefits. The key is to share a value to draw the customer's attention to a big benefit to meet a potential customer's need. Even in the case of having the best technology or the best solution, potential consumers may not necessarily choose to do business with marketers. Nonetheless, new research findings show that connecting with the real decision-maker in the customer (the old brain) increases effectiveness in communicating an idea or selling a product. This technique can help marketers reduce their marketing costs. This can be done by helping them identify more effective marketing strategies and reduce the need for multiple tests.
Methods: This research was conducted on customers of horticultural products at the Gaz Laziz site in Karaj City, Alborz Province, in the first half of 2021. In this research, a library study was used to gain knowledge of theoretical foundations and research literature, and field research using an electronic questionnaire was used to obtain information and data. In this research, the target population is the customers or online buyers of the Gas Laziz website. Necessary information was collected from 140 online consumers who were selected by a random sampling method using a questionnaire. Descriptive and inferential analyses, including correlation tests, a confirmatory factor analysis (CFA) model, and structural equations, were used to achieve the goals of the research, and Stata and Smart-PLS software were used for analyses. The score of a CFA model is an estimate of the factor value for each individual based on the model, the individual's observed scores, and the regression method. The factor determination of the CFA model, measuring the degree of evaluation of factor scores, the correlation between the estimated score and the actual score, is appropriately between 0 and 1. Using factor scores, individuals were ranked based on a dimension, and, by creating percentiles, structural equation modeling was used to study relationships between multiple outcomes, which often included latent variables. Estimation and testing of direct and indirect effects in a system of regression equations for latent variables without the influence of measurement errors, and estimation and testing of theories about the absence of relationships between latent variables were used in the analyses. The Servqual model of the relationships between independent and dependent variables can be described as follows, to allow for additional analysis on the hypothetical variables.
Results: Based on Cronbach's alpha test, this coefficient, which indicates the validity and reliability of the entire research questionnaire, was estimated at 0.87, indicating acceptable composite reliability, which confirms the reliability of the model. The estimated coefficient of determination showed that the variables of online content desirability, online service desirability, and online system quality could predict and explain changes in customer satisfaction as the dependent variable. The coefficient of determination (0.29) for the effect of online system quality on service desirability indicates that the optimal quality variable of the online system can predict 29% of the variation in the variable depending on the service desirability. According to the results, the quality of virtual services (content, website user interface) has a practical and direct relationship with meeting customer needs in the online store. The proper functioning of the online system directly affects the desirability of the online services provided by the Gaz Laziz website and the level of service quality for customers. The effect of education, marital status, and gender as the explanatory variables is positive and statistically significant on the customer satisfaction variables on the Gaz Laziz website. However, the negative effect of the age variable on the satisfaction variable means that the level of satisfaction decreases with increasing customer's age each year due to a lack of familiarity with technology and the Internet.
Conclusion: It is recommended to activate automatic response systems for e-mail and media messages on websites as well as forums, so that website administrators can quickly be informed of the activities of those who have purchased. For the trust component, use messages on the site that assure customers that their confidential information will not be revealed. To control and target marketing and develop satisfaction and sales, neural marketing technology is needed to improve the effectiveness of information desirability, service performance, and support the performance of the sales system.
Background: Neuromarketing helps marketers understand consumer behavior at a deeper level. This can help them identify factors that influence consumers' purchase decisions. Using this new marketing method through scientific principles helps optimize the marketing process, which can increase the effectiveness of advertising, escalate the conversion rate, and improve the customer experience. Neuromarketing helps identify the desires of target customers and identify what distinctive claims can be made to position a product as the best option to meet these needs. The next goal is to show potential customers that choosing a product or service will lead to significant benefits. The key is to share a value to draw the customer's attention to a big benefit to meet a potential customer's need. Even in the case of having the best technology or the best solution, potential consumers may not necessarily choose to do business with marketers. Nonetheless, new research findings show that connecting with the real decision-maker in the customer (the old brain) increases effectiveness in communicating an idea or selling a product. This technique can help marketers reduce their marketing costs. This can be done by helping them identify more effective marketing strategies and reduce the need for multiple tests.
Methods: This research was conducted on customers of horticultural products at the Gaz Laziz site in Karaj City, Alborz Province, in the first half of 2021. In this research, a library study was used to gain knowledge of theoretical foundations and research literature, and field research using an electronic questionnaire was used to obtain information and data. In this research, the target population is the customers or online buyers of the Gas Laziz website. Necessary information was collected from 140 online consumers who were selected by a random sampling method using a questionnaire. Descriptive and inferential analyses, including correlation tests, a confirmatory factor analysis (CFA) model, and structural equations, were used to achieve the goals of the research, and Stata and Smart-PLS software were used for analyses. The score of a CFA model is an estimate of the factor value for each individual based on the model, the individual's observed scores, and the regression method. The factor determination of the CFA model, measuring the degree of evaluation of factor scores, the correlation between the estimated score and the actual score, is appropriately between 0 and 1. Using factor scores, individuals were ranked based on a dimension, and, by creating percentiles, structural equation modeling was used to study relationships between multiple outcomes, which often included latent variables. Estimation and testing of direct and indirect effects in a system of regression equations for latent variables without the influence of measurement errors, and estimation and testing of theories about the absence of relationships between latent variables were used in the analyses. The Servqual model of the relationships between independent and dependent variables can be described as follows, to allow for additional analysis on the hypothetical variables.
Results: Based on Cronbach's alpha test, this coefficient, which indicates the validity and reliability of the entire research questionnaire, was estimated at 0.87, indicating acceptable composite reliability, which confirms the reliability of the model. The estimated coefficient of determination showed that the variables of online content desirability, online service desirability, and online system quality could predict and explain changes in customer satisfaction as the dependent variable. The coefficient of determination (0.29) for the effect of online system quality on service desirability indicates that the optimal quality variable of the online system can predict 29% of the variation in the variable depending on the service desirability. According to the results, the quality of virtual services (content, website user interface) has a practical and direct relationship with meeting customer needs in the online store. The proper functioning of the online system directly affects the desirability of the online services provided by the Gaz Laziz website and the level of service quality for customers. The effect of education, marital status, and gender as the explanatory variables is positive and statistically significant on the customer satisfaction variables on the Gaz Laziz website. However, the negative effect of the age variable on the satisfaction variable means that the level of satisfaction decreases with increasing customer's age each year due to a lack of familiarity with technology and the Internet.
Conclusion: It is recommended to activate automatic response systems for e-mail and media messages on websites as well as forums, so that website administrators can quickly be informed of the activities of those who have purchased. For the trust component, use messages on the site that assure customers that their confidential information will not be revealed. To control and target marketing and develop satisfaction and sales, neural marketing technology is needed to improve the effectiveness of information desirability, service performance, and support the performance of the sales system.
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