Hedonic shopping rent valuation by one-to-one neuromarketing and neutrosophic PROMETHEE method

Abstract

One-to-one marketing emphasises personalised client fulfilment, explicitly as per personal interests. It is client-centred. The integration of quantitative and qualitative criteria can assess marketing value. Calculations relevant to marketing employ quantitative (objective, structured) and qualitative (subjective, unstructured) data. Regardless, globally, assessment of marketing value rarely includes criteria of the emotional and physiological states of potential buyers along with their valence and arousal and their affective attitudes. Upon evaluating these parameters, the implementation of the one-to-one marketing process would be more accurate and more effective. The purpose of this research was to determine the hedonic value by applying the Neutrosophic PROMETHEE Method used in one-to-one marketing including the data gathered during the VINERS Project on the emotional and physiological states, valence and arousal and affective attitudes of potential buyers. The hypothesis posed in this research is that the sales site rental price; customer satisfaction; indicators of economy, aesthetics and attractiveness; social and psychological data on customers and indicators of the purchasing process and emotional factors all interrelate with hedonic value. The hypothesis proposed during the time of research proved correct with the application of the neutrosophic PROMETHEE method. The results gained by this research permit asserting that seeking to increase the effectiveness of one-to-one marketing, it is necessary to analyse the emotional and physiological states, valence and arousal and the affective attitudes of potential buyers. The purpose of a case study was to determine the hedonic value of Sales Site a1 on Pilies St. 1 and Sales Site a2on Lukiškių Square during the Kaziuko Fair in Vilnius.