AN EMPIRICAL STUDY ON THE IMPACT OF NEUROMARKETING FACTORS ON CONSUMER DECISION-MAKING BEHAVIOUR

Abstract

The rapid advancement of digital technologies and increasing market competition have transformed the way businesses understand and influence consumer behaviour. Traditional marketing approaches primarily rely on surveys and self-reported opinions, which may not fully capture the subconscious emotions, cognitive responses, and psychological factors that shape purchasing decisions. Neuromarketing, an emerging interdisciplinary field combining neuroscience, psychology, and marketing, provides deeper insights into consumer decision-making by analysing emotional, sensory, and cognitive reactions towards marketing stimuli. The present study titled “An Empirical Study on the Impact of Neuromarketing Factors on Consumer Decision-Making Behaviour” aims to examine the influence of neuromarketing factors such as digital neuromarketing influence, consumer perception, trust and credibility, and attention and engagement on consumer behaviour. The study adopted a descriptive research design and collected primary data from respondents through a structured questionnaire based on a five-point Likert scale. The study analysed the relationship between demographic variables and neuromarketing factors using statistical tools such as One-Way ANOVA, Independent Sample t-test, Kruskal-Wallis test, and Mann-Whitney U test. The findings reveal that age significantly influences personalized digital advertisements and emotional brand experiences, while gender has a significant impact on positive brand associations influencing product preferences. The results also indicate that occupation influences trust towards authentic advertisements and the role of neuromarketing factors in different stages of purchase behaviour. Further, the area of residence significantly affects attention and engagement aspects, particularly creative marketing content, memorable advertisements, sensory experiences, and product presentation. The study concludes that neuromarketing factors play a significant role in shaping consumer perceptions, purchase intentions, and brand relationships. Emotional appeals, sensory stimuli, personalized communication, and credible marketing messages are important drivers of consumer decision-making behaviour. The findings provide valuable insights for marketers and businesses to develop consumer-centric strategies, enhance customer engagement, and improve brand loyalty. The study also highlights the importance of applying neuromarketing techniques ethically while understanding the psychological factors influencing modern consumers in a competitive digital marketplace.