NEUROMARKETING –A BUDDING TECHNOVATIVE MARKETING STRATEGY

Consumer characteristics are always unique and unpredictable. Cognitive and psychological processes influence consumer responses to the marketing program. Cognitive processes also include cognitive biases which restrict the consumers to make a clear decision about what they actually require which could delight them in their very first purchase. Identifying and analyzing these sub-conscious needs has made the marketers to lead their research towards the newly emerged marketing strategy which is known as “Neuromarketing”. The term itself shows that it deals with neuroscience or human psychology and marketing. This article will focus on the benefits of neuromarketing strategy on the various phases of business processes. Neuromarketing investigates the instinctive levels of consumer brain that motivates them to make the purchase decision. The study proves to be a dynamic business strategy which provides an in-depth insight on consumer understanding which will help to ensure that right products are marketed to right consumers. Hence, this particular scientific technique probe the cognitive thought process as consumers today is keener on their choices. They are likely to choose those products and services which are suitable for their environmental impact. Thus, marketers have to concentrate on mass market rather than segmented market.