Neuromarketing Strategies to Access Advertising Impact on Consumer Buying Behaviour in the FMCG Sector

Abstract: Marketing plays an important role in our everyday lives, with digital advertising becoming increasingly prominent. Despite significant investments in advertising campaigns, businesses often face challenges in optimizing their returns, largely due to the unpredictable and complex nature of consumer behavior. This is where neuromarketing comes into play a field that merges the principles of marketing with insights from neuroscience. Neuromarketing looks into understanding consumer behavior by studying brain activity, eye movements, and other physiological responses. This innovative approach represents a major shift in how businesses approach and understand the motivations behind consumer decisions. Neuromarketing is a scientific technique of marketing research that has emerged due to the limitations and failures of traditional marketing research. Traditional marketing research tools like questionnaires and surveys derived on consumers’ needs and wants by directly enquiring from the consumers. Neuromarketing is based on the idea that consumers may not always be aware of their preferences and what they truly desire. It becomes necessary to tap into the subconscious mind and get a grasp of their inner needs and wants in order to design and market the product in the most effective manner. Neuromarketing has gained wider acceptance over the years, especially in the field of FMCG products. It employs various brain imaging and physiological techniques to better understand the human brain and how it affects the preferences and purchase decisions of consumers. The study is an introduction to neuromarketing, its techniques, advantages and limitations, and most importantly it contains emerging knowledge of neuromarketing techniques and strategies used in the FMCG industry in India. It discusses neuromarketing factors in a systematic and coherent manner with the aid of systematically reviewing and explaining the principles, strategies, issues and trends in the field. To come to a relevant conclusion, it is analyzed how far neuromarketing tools support marketing managers in advertising FMCG products and influencing consumer purchasing decisions. Keywords: Neuroscience, Neuromarketing Strategies, Consumer Purchasing Decisions, Brain Imaging, Physiological Techniques, Neuromarketing Techniques in FMCG Advertisement