A Study on Impact of Neuromarketing Techniques on Consumer Buying Behaviour

Author(s)	Vaishnavi Aporva Rao, Gagan Bhandary, Anurag Shettigar
Country	India
Abstract	This study examines the impact of neuromarketing techniques on consumer buying behaviour in the Indian context. With a sample of 104 respondents collected through a structured questionnaire, the research employs a mixed-methods approach combining descriptive statistics, Likert-scale analysis, and qualitative insights. The study investigates consumer awareness of neuromarketing, the perceived influence of various techniques including emotional branding, colour psychology, subliminal messaging, and sensory cues, and the ethical dimensions of neuromarketing practice. Findings indicate that while 70.2% of respondents are familiar with neuromarketing, the actual self-reported influence on buying decisions remains moderate, with most consumers remaining cautious about manipulation. Emotional branding emerged as the most influential technique. The paper concludes that neuromarketing holds significant promise for marketers but must be practised within a robust ethical framework.
Keywords	Neuromarketing, consumer buying behaviour, emotional branding, colour psychology, sensory marketing, subliminal messaging, India.
Field	Business Administration
Published In	Volume 8, Issue 4, July-August 2026
Published On	2026-07-04
DOI	https://doi.org/10.36948/ijfmr.2026.v08i04.82937

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