As well as all other branches of trade, so retail trade itself undergoes various changes and trends with regard to the development of information and communication technologies which affect not only traders themselves but also their customers. It is the retail store environment itself which is one of the decisive aspects of purchase because more than 70% of consumer decisions take place directly at the point of sale. It is the last place which can reverse the purchasing decision. A final customers´ decision is influenced not only by price, quality but also by in-store communication and visual aspects of each store. That is the reason for continuous gathering of feedback on the effectiveness and efficiency of these means of communication in real environment. Besides traditional research techniques there are situations which require the involvement of relatively new research methods. Thanks to the innovative interdisciplinary approach with the use of neuromarketing, it is possible to create effective marketing strategies and thus stimulate the customer attention and emotions. By these emotions, it is possible to achieve better motivation toward purchase and an increase in the number of sales and subsequent raise in income. The paper deals with a complex, interdisciplinary examination of the in-store communication impact on customer visual attention, emotions and related spatial behaviour of customers in grocery stores. Research integrates measurements of mobile eye camera (Eye tracker), mobile electroencephalograph (EEG), face reading technology (FA) and internal position system in real conditions of retail store. The purpose of this research is to recognise the attention, emotional response and spatial customer preferences by means of selected in-store communication tools. At the end of the paper we explain how the neuromarketing methods can be used for better understanding of consumer behaviour at the point of sale.

본 연구는 고추종합처리장의 입고, 저장 및 출하 공정의 물류관리 시스템에 RFID의 적용성 검토를 위하여 고추를 대상으로 UHF 대역 게이트형 RFID 시스템의 태그 및 박스 인식능력을 분석하였다. 빈 컨테이너 박스의 태그 인식율은 안테나 개수가 많고 태그가 안테나 위치와 근접한 경우일수록 높게 나타났고 이때 박스 인식율은 안테나로부터 1~4 m 거리에서 100 %였다. 또한 박스 양쪽 옆면에 태그를 부착한 경우가 박스 앞면과 옆면에 부착한 경우