Neuromarketing as a tool of customer engagement for encouraging on-line impulsive buying

Knowing your customer seems to be the biggest challenge. To bridge the gap between customer’s expectations and company’s offered services research proves neuromarketing as an effective tool. The present study makes an effort to find the core reasons of consumer engagement for impulsive buying of apparel online. It contributes in expanding marketer’s knowledge for the field of online consumer behaviour by highlighting neuromarketing factors in knowing consumer perception and decision making so that the impact of advertisements, offers, discounts and other market strategies on consumer can be analysed by the marketer. The paper opted for an exploratory research by using a self-made questionnaire in which required data is collected from respondents in the National Capital Region. Both primary and secondary sources of data are used to obtain a better comprehension of neuromarketing as a solution for customer engagement. ANOVA and multiple regression have been used for testing the hypothesis. The study has come up with some interesting results whereby different age groups desire for the advertised product. Shopping online people do get affected by the quality of the brand. Factors like variety, price at other shops, mode ofpayment and time spent do not influence them much. Desire for advertised products, offers and discounts and fashion stimulation are highly significant factors of impulsive buying behaviour.