The Impact of Consumer Psychology-Based Neuromarketing Techniques on Impulse Buying Behavior in Retail Environments: A Case Study of Prayagraj

Consumer psychology plays a vital role in shaping purchasing behavior, especially in impulsive purchases driven by emotional and subconscious stimuli.Neuromarketing, rooted in psychological principles, utilizes both technological and non-technological techniques to tap into the cognitive and emotional responses of consumers.In smaller urban centers like Prayagraj, where access to advanced neuromarketing technology is limited, local retailers rely on consumer psychology-driven strategies-such as visual merchandising, sensory experiences, store ambiance, and promotional cues-to stimulate impulse buying.This paper investigates the influence of these psychologically informed, nontechnological neuromarketing techniques on impulse buying behavior in Prayagraj's retail sector, offering practical insights for local businesses.