UNDERSTANDING CONSUMER BEHAVIOUR THROUGH NEUROMARKETING: A STRATEGIC APPROACH TOWARDS THE MOBILE PHONE INDUSTRY

The study aims at assessing the effect of neuromarketing on purchase intension of mobile phones. It is an attempt to give an awareness about the fact that the neuromarketing plays a key role in capturing the attention of consumers and creates a strong intension to purchase the products in the mobile phone industry. The data were elicited from the respondents using structured questionnaire. The Correlation analysis was used to test the hypothesis formulated for the study. It is found that there is significant relation between neuromarketing on purchase intention. The findings of the study suggest that incorporating neuromarketing with traditional marketing helps to determine which design or feature elicits the most positive neurological responses, leading to more effective decision making. Mobile phone companies should consider incorporating neuromarketing elements in their products and its advertisements. KEYWORDS: Neuromarketing, Purchase Intension