Exploring new Horizons: Using Neuromarketing as a Tool for Modern Marketers

Ajay M. Jadhav; Dr. M S Yathish Chandra

Volume : VI, Issue : II, February - 2017

Exploring new Horizons: Using Neuromarketing as a Tool for Modern Marketers

Ajay M. Jadhav, Dr. M S Yathish Chandra

Abstract :

This study aims to understand how Marketers use Neuromarketing as an Innovative Marketing Campaign wherein they engage the consumers in the buying process through scanning ain activity of the salesperson�s behavior and customers. Through this activity, the consumers can engage and participate and have a real time shopping experience. It provides useful information about the consumer behavior to the Marketers.

Neuromarketing guides the customers to take a final decision while purchasing the product. It also helps in understanding different types of customer�s needs and preferences thereby providing more opportunities for the marketers in the 21^st Century.

Neuromarketing tries to uncover the Emotional Appeal, Rational Appeal or both of the consumer behavior in order to measure the effectiveness of Ad Campaigns.

Keeping in the mind the research objectives of this study, this paper uses exploratory and descriptive research design. A Survey Method is used by personal interaction. The Personal Interaction is limited to administration of questionnaires to collect required data. The statistical tools like z-test were used for statistical analysis.