OPTIMIZATION OF COMMODITY POLICY AND LOGISTICS CHAINS OF SALES OF HOUSEHOLD GOODS ON THE BASIS OF NEUROMARKETING

Abstract

The study presents the results of research of consumer behavior in the context of digitalization and substantiates the growing role of neuromarketing as an interdisciplinary tool for analyzing subconscious determinants of purchasing decisions. The aim of the study is to identify the vectors of applying neuromarketing as a tool for optimizing product policy and supply chain logistics. The following methods were employed: graphical method, economic-mathematical modeling, systems analysis, statistical analysis, comparative analysis, and generalization.

It is demonstrated that traditional marketing analytics approaches are insufficient to explain the irrational nature of consumer choice in the online environment, where emotional responses dominate rational evaluation. The study determines that the integration of neuromarketing methods with artificial intelligence and machine learning technologies enhances the accuracy of demand forecasting, consumer segmentation, and personalization of marketing influence. A conceptual framework “neuromarketing-neurodemand-adaptive supply chain” is proposed, within which demand is interpreted as the result of the interaction between neurocognitive responses, behavioral, and contextual factors. The category of “neurodemand” is introduced as an integral indicator reflecting actual consumer intentions. By neurodemand we mean a set of potential and implemented consumer decisions, supported by financial capacity, which are formed under the influence of subconscious neurophysiological processes and human reactions

An economic-mathematical model is developed to formalize the processes of demand formation, forecasting, and transformation into managerial decisions regarding assortment, inventory, logistics, and distribution channels. The feasibility of implementing a closed-loop management system with feedback is substantiated, ensuring the adaptability of supply chains to changes in the market environment. Neuromarketing research in the segment of plastic household goods reveals the dominance of visual stimuli and intuitive decision-making. The obtained neurodata provide more accurate demand forecasting, enabling optimization of assortment, inventory management, and supply chain parameters. The results have both theoretical and practical significance for improving logistics efficiency.