A study on the impact of neuromarketing on customer purchasing behaviour with special reference to Bangallore

Neuromarketing is the study of people's emotional and cognitive response to media or marketing stimuli. With the help of neuromarketing, the marketers and researchers can find out the customer needs, taste and preferences and it increase the understanding regarding customer behavior and actions. These new techniques provide answers related to those consumer-decisions and-actions that are unconscious, and not taken into account by other, more traditional, market research methodologies. Due to this, neuromarketing does not substitute traditional market research; it is specially an addition to it with the objective to better understand consumer behavior based on brain motion. The paper seeks to identify the impact of neuromarketing on consumer purchase decision and identify the different factors that influence the customer purchasing behavior. This study is based on both primary and secondary data and Factor analysis, ANOVA and Regression analysis used by the researcher for the date interpretation. The extensive analysis identified that there is a huge impact of neuromarketing on customer buying behavior and neuromarketing strategies playing a very vital role to understand the customer taste and preferences.