THE ROLE OF NEUROMARKETING IN INFLUENCING CONSUMER BEHAVIOUR AND CONSUMER PERCEPTION: AN EMPIRICAL STUDY

Abstract

Neuromarketing has emerged as an innovative approach that combines neuroscience, psychology, and marketing to understand consumer behavior and decision-making processes. Unlike traditional marketing research methods, neuromarketing focuses on analyzing consumers' subconscious emotional and cognitive responses to marketing stimuli, thereby providing deeper insights into purchasing behavior and brand perception. The present study examines the impact of neuromarketing on consumer behavior and perception, with particular emphasis on its role in enhancing marketing effectiveness, influencing purchase decisions, strengthening brand perception, and improving customer-oriented marketing strategies.
The study is based on both primary and secondary data. Primary data were collected from 70 respondents through a structured questionnaire administered via Google Forms, while secondary data were gathered from books, websites, Google Scholar, and academic journal articles. The collected data were analyzed using percentage analysis and presented through statistical tools such as pie charts and bar diagrams.
The findings of the study highlight the significant influence of neuromarketing techniques on consumer emotions, perception, purchase intentions, and brand loyalty. The research also identifies the economic benefits of neuromarketing in improving business performance and customer satisfaction while addressing ethical concerns related to consumer privacy and data protection. The study concludes that neuromarketing serves as a valuable tool for organizations seeking to gain a competitive advantage by understanding consumer behavior at a deeper psychological level. Furthermore, it provides insights for marketers, researchers, and policymakers regarding the effective and ethical application of neuromarketing in contemporary business practices.

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