A Study on the Awareness towards Neuromarketing among Marketing Professionals

Abstract

This research paper aims to explore the level of awareness and perceptions of Indian marketing professionals regarding neuromarketing. The study utilizes a quantitative research approach with a convenience sampling technique, collecting data from 50 marketing professionals in India through a well-structured questionnaire. The questionnaire consists of two parts: Part A focuses on demographic aspects, while Part B investigates respondents' knowledge and opinions about neuromarketing. The findings provide insights into the demographics, awareness, and perceptions of Indian marketing professionals towards neuromarketing. The findings reveal that a majority of the respondents (90%) are familiar with neuromarketing, recognizing its impact on intensifying marketing practices and influencing consumer purchasing decisions. Respondents also acknowledge the significance of tailored information and the positive effect of scientific advancements, including neuromarketing, on marketing strategies. The Chi-Square test conducted indicates a significant association between awareness of neuromarketing among marketing professionals and the consumer's final decision to purchase. The rejection of the null hypothesis suggests that marketing professionals with higher awareness of neuromarketing techniques are more likely to influence consumer purchasing decisions. This finding emphasizes the importance of understanding and leveraging neuromarketing strategies to shape effective marketing campaigns. The results highlight that as marketing professionals gain knowledge about neuromarketing practices, they can employ targeted strategies to engage consumers at a subconscious level and drive their purchasing decisions. By leveraging consumer psychology and neuroscientific insights, marketers can create more persuasive and impactful marketing campaigns.