Author(s)

Hebatalla Mohsen¹, Eman Mahfouz Mostafa²

¹Collage of Business Administration, Tabuk University, Tabuk, KSA.
²New Cairo Higher Institute of Management and Computer Sciences, Cairo, Egypt.

The knowledge about the brain and therefore the interest in the topic of neuromarketing have increased in recent years. Therefore, this paper aims to study the relationship between the applicability of neuromarketing and competitiveness on real estate marketing companies in Egypt, and to identify the relationship between requirements and factors associated with the marketing activity related to the application of neuromarketing and competitiveness in real estate marketing companies, and to identify the relationship between technical factors, that contributes to the application of neuromarketing and competitiveness in real estate marketing sector. The research hypotheses were adopted based on the previous studies, and based on variables of the study. The researchers tried to identify the relationship between the application of neuromarketing and competitiveness in real estate marketing companies. The researcher used the descriptive analytical method; the data was collected through field research (questionnaire) among 120 respondents. The results show that there was a significant positive correlation between the application of neuromarketing and competitiveness. And also there was a significant positive correlation between the application of neuromarketing activities and competitiveness, and also there was a positive correlation between the application of neuromarketing technology and techniques and competitiveness. The study recommended that real estate marketing companies should focus on competitiveness by enhancing the application of neuromarketing activities and techniques to ease the access to the customers.

Neuromarketing, Neuromarketing Activities, Neuromarketing Applications, Competitiveness

Mohsen, H. and Mostafa, E. (2020) The Relationship between the Applicability of Neuromarketing and Competitiveness: An Applied Study on Real-Estate Marketing Companies in Egypt. Open Journal of Business and Management, 8, 2006-2028. doi: 10.4236/ojbm.2020.85123.