Usage Of The Facial Action Coding System To Predict Customer Gender Profile: A Neuro Marketing Application In TURKEY

“Neuro marketing” is a new disciplinary field in the marketing which try to understand the costumers' behavior by combining the marketing, psychology, neurology and economics. Behavior of the costumers are being inspected and analyzed in the perspective of neurological findings to assess the marketing strategies or products by using some specific techniques such as fMRI, EEG, FACS and etc. In this study, we have two goals. Firstly, it is aimed to determine the best suitable sector and product family for neuro marketing application by Multi Criteria Decision Making (MCDM) techniques. The criteria and sub criteria for neuro marketing applications are identified with the help of the related literature for finance, automotive, information technology and retail sectors. On the other hand, questionnaires are applied to make pairwise comparisons. According to the results of questionnaires, the selection of the proper sector and product family are made by using Analytical Hierarchy Process (AHP) and Grey Relational Analysis (GRA). After than, a product family from the related sector is handled depending on the results of GRA. We focus on the neuro marketing application as the second goal. A system is constructed to analyze the emotions of customers by proper neuro marketing technique. FACS (Facial Action Coding System) analysis is applied to predict costumer gender profiles of selected product family. Results indicate that, FACS is an effective tool to predict costumer gender profiles. Relationship between costumer profiles and FACS results are inspected by using Artificial Neural Network (ANN).