A correlational study of neuromarketing and sensory branding in building consumer perception in service sector

Gone are the days when people used to buy services on the basis of quality only, the customer now want to have an overall service delivery. It is only when you know your customers’ perceptions of your business, your service and your products, that you truly know whether your business is going in the right direction or not. Everything what the customers see, hear and experience is linked together and forms their overall perception of the company. In the more complex process of satisfying the consumers new marketing tools are needed to understand their constraints or preferences. Neuromarketing research may shed light on many unanswered questions regarding consumers.

The present study aims to understand the distinguishing tactic that is adopted by the service marketers to create identification of their service product from the competitors. The research design used is descriptive in nature as the study will be carried out on primary data. The data is collected by using survey method through structured questionnaire to meet the objectives of the study. The data is analyzed by using statistical techniques like; frequency distribution, chi-square, correlation and ANOVA. The study concludes that neuromarketing is gaining its importance as it helps to fulfill the needs of the customer and greater number of customers are being driven by experience that they have through the senses that affect their perception building and purchase decision. In order to position their brands in the mind of the consumers, service sector has to target the sensory stimuli of the consumers which when combined with the neuromarketing will produce better result rather the alone use of any of the both concepts.