Exploring the Intersection of Behavioural Finance and Marketing: Insights into Consumer Financial Decision-Making

Introduction: Consumer financial decision-making is shaped by an intricate mix of psychological influences and targeted marketing strategies. This dynamic intersection between behavioural finance and marketing has emerged as a pivotal area of research. Purpose: This paper examines how behavioural finance principles and marketing strategies converge to influence consumer financial choices, aiming to uncover the primary factors driving these decisions. Methodology: Using primary data gathered through a structured questionnaire, this study captures insights into consumer financial behaviour and the role of various marketing tactics. Findings: Results reveal that both rational thought and emotional triggers play crucial roles in financial decisions. Marketing approaches that leverage scarcity, personalization, and social proof are especially impactful in guiding consumer behaviour. Research Implications: The findings highlight the value of incorporating behavioural finance concepts into marketing strategies to more effectively shape consumer financial decisions .Originality: This study contributes to a deeper understanding of the combined influence of behavioural finance and marketing on consumer financial choices.