CONCEPTUAL FRAMEWORK AND TECHNIQUES OF NEURO-MARKETING

Abstract

Neuro-marketing is an emerging concept in the field of marketing. It is a concept in which various tools and methodologies of science are used to study the consumer behaviour. Neuro-marketing is sometimes called as Neuro-science which studies the consumer brains to predict their behaviour. Neuro-marketing uses Neuro-science techniques to reveal the subconscious decision-making process of consumers, allowing marketers to improve the effectiveness of their communications. Now-a-days, it has become a challenge for companies to understand the consumer behaviour and their decision-making process. Before purchasing any product consumers are engaged in web rooming where they search for availability similar product in online platform. So there arises an essence of studying what consumer really wants. “Neuro-marketing is a field of marketing research, oriented towards Branding, Product design, Advertising, Customer decision making”.

KEYWORDS: Neuro-marketing, Psychology, Neuro-science, Consumer behaviour and Techniques.