Impact of Neuromarketing on Consumer Buying Behaviour with Reference to Coimbatore City

Abstract

This project will produce the ultimate reasons for using Neuromarketing by various organizations to run their business according to the Consumers’ preferences. In the day-to-day world the concept of neuromarketing has been highly used in order to identify the wants and needs of customers. Hence the study on the impact of neuromarketing on consumer’s behavior will be of good use in the future. Nowadays many surveys are undergoing in order to know the mindset of the consumers. The market research is done to find out the needs and wants of the consumer. Neuromarketing is one such concept that helps to identify the taste and preferences of the consumers and then the products are manufactured accordingly. This study mainly focuses on the impact of neuromarketing on consumer behavior in a long run. This study focuses on how Organisations use neuromarketing techniques effectively in knowing the consumers’ tastes and the role of neuromarketing in understanding consumer behavior towards the market. Data have been collected from a sample of 200 respondents’ using a simple random technique. The collected data have been analyzed using statistical tools viz., ANOVA and fried man’s ranking techniques.