Neuro- and quantum technologies in marketing activities of trade enterprises

Abstract

Abstract. The article outlines the directions for the use of neuromarketing tools and quantum algorithms in the marketing activities of trade enterprises. The relevance of integrating neuromarketing technologies with quantum algorithms is substantiated to enhance the informativeness of studies on consumers’ emotional and cognitive responses, identify complex patterns in large datasets, model various types of consumer decision-making, and improve the accuracy of predicting consumer choice. The aim of the article is to substantiate the possibilities of applying neuromarketing methods and quantum algorithms in the marketing activities of trade enterprises in order to increase the effectiveness of analyzing consumer behavior, predicting their choices, and developing personalized marketing strategies. The research methodology is based on the use of systemic and interdisciplinary approaches, the analysis of scientific works in the field of neuromarketing and quantum approaches in marketing research, as well as methods of generalization, comparison, and theoretical synthesis to determine the possibilities of their implementation in the marketing activities of trade enterprises. The results of the study confirm the hypothesis that the application of quantum algorithms in combination with neuromarketing technologies facilitates an in-depth analysis of the relationships between consumers’ emotional responses, behavioral factors, and purchase intentions. This enables accurate audience segmentation, the development of comprehensive consumer profiles based on a wide range of personal, social, emotional, and behavioral characteristics, as well as the prediction of consumer behavior through the analysis of a large number of possible behavioral scenarios. It has been established that the integration of neuromarketing and quantum marketing ensures an increased level of personalized interaction with consumers, enhances their loyalty, and contributes to the formation of customer experience. It is demonstrated that the use of concepts borrowed from quantum physics, in particular the principles of uncertainty, the multiplicity of possible states, and the interconnection of system elements, opens up new opportunities for studying complex nonlinear processes in marketing. The integration of neuromarketing methods and quantum algorithms can be considered a promising direction for the development of marketing science. Prospects for further research are associated with the development of scientific and methodological approaches to the application of quantum algorithms in the marketing activities of trade enterprises and the evaluation of the effectiveness of their integration with neuromarketing technologies.