A Study on consumer awareness and perception towards neuromarketing

Author(s)	Ms. Mursila Nasri CK, Ms. Fidha Nasrin CT
Country	India
Abstract	In a time of quickly changing marketing methods, Neuromarketing has become a strong tool that combines neuroscience with consumer behaviour analysis to explore subconscious decision-making. This study looks at how aware consumers in Malappuram District are of Neuromarketing and how they perceive it. By surveying 80 respondents, this research examines how factors like gender, education, and income affect consumer understanding and attitudes toward Neuromarketing strategies. The study uses descriptive and analytical tools, including ANOVA, chi-square tests, and t-tests, to assess the data gathered through structured questionnaires. The findings show different levels of awareness and perception among demographic groups and point out both opportunities and ethical concerns related to Neuromarketing techniques. The study seeks insights that can help companies build consumer trust and develop ethical Neuromarketing practices. It focuses on potential ethical issues, privacy concerns, and the role of transparency in Neuromarketing strategies. The study ends with recommendations for the ethical use of Neuromarketing.
Keywords	Neuromarketing, Consumer Behaviour, Consumer Awareness, Consumer Perception, Subconscious Decision-Making
Field	Arts
Published In	Volume 7, Issue 4, July-August 2025
Published On	2025-08-16
DOI	https://doi.org/10.36948/ijfmr.2025.v07i04.53440

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