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Neuro-Marketing and Its Effect on Consumer Behaviour and Brand Perception www.ijcrt.org © 2020 IJCRT | Volume 8, Issue 5 May 2020 | ISSN: 2320-2882 Neuro-Marketing and its effect on Consumer Behaviour and Brand Perception 1Sarah Kari, 2Aarushi Arun, 3Mahek Pundir 1Student, 2Student, 3Student 1NMIMS, Mumbai, 2NMIMS, Mumbai, 3NMIMS, Mumbai Abstract In today’s time, brands have been burning a lot of money to grab attention, outshine their competitors and expand brand presence more than ever. Neuromarketing, as a logical order in the field of marketing research, talks about the usage of neuroscientific techniques, with a motivation of studying the complicated buying behaviour of humans in general. As a collaboration of two logical orders consumer behaviour and neuroscience- neuromarketing replaces the traditional kinds of marketing research. The impact that specific advertising campaigns, brands and items have upon us, from a subjective and passionate perspective, is being surveyed, by estimating the consideration and the enthusiastic commitment of the consumer towards the brand or product. This research paper intends to study the subject matter with respect to the neuromarketing techniques and strategies. Keywords: Neuro-marketing, Consumer Behavior, Brand Perception, Fashion, Colour. Introduction How often does it happen that when we are asked what we want to eat for dinner, we suddenly remember the advertisement that we recently spotted about a new restaurant in town? Some advertisements are easy to recall by us while others, are forgotten quickly. This phenomenon is called neuromarketing, a marketing field that puts into study all the sensory-motor response, cognitive and emotional factors that influence the buying behavior of consumers by different brands, products or advertisements. This phenomenon explores what makes an ad effective enough to be remembered for a longer period of time and what sources effect the brain. Every Human being sees on average, 3,000 advertisements each day. We look around us in our environment and realize that Ads are placed everywhere - on the Internet, social networking, promotional posters, television, radio, etc. Our brain selects a few from the lot that will be remembered more than the others and thus first impressions on any products are created very fast, in less than 300 milliseconds. What are the factors that make an ad stand out? This depends on several factors like what is the target market, who are we trying to reach out to, what is the age group of the people we are considering, whether they are students or workers, men or women, etc. IJCRT2005066 International Journal of Creative Research Thoughts (IJCRT) www.ijcrt.org 437 www.ijcrt.org © 2020 IJCRT | Volume 8, Issue 5 May 2020 | ISSN: 2320-2882 Neuromarketing, as a logical order in the field of promoting research, speaks about the usage of neuroscientific techniques, with a motivation behind a superior comprehension of human conduct. As a sublimation of two logical orders customer conduct and neuroscience of consumer behavior - neuromarketing replaces the customary kinds of promoting research. The impact that specific advertising campaigns, brands and items have upon us. This research paper studies this field to gain deeper insight into one of the most upcoming theories of marketing and its relevance to the modern-day consumer. Literature Review The human brain controls all emotions and stimuli and incorporates all factors that are consumed whilst viewing an item or associating oneself with an event or experience. In an age where effective marketing is viewed as a very important tool to sell a product, various types of marketing strategies are undertaken. Neuro-marketing, is a very crucial segment amongst its various kinds that have been developed over recent years. “Neuromania”, the term was coined to refer to the embracing of neuroimaging by various fields of studies to explain all human phenomena in terms of brain activity (Tallis, Raymond, & Matthew, 2011) The possibility that one can get inside the heads of customers has provided companies just the opportunity to better understand consumer behavior which underlies the decision-making process of an individual. Neuro-marketing techniques have helped commercial enterprises to discover and target the real needs, desires and wants of individuals. (Cherubino, Martinez-Levy, & Trettel, 2019) The authors discuss about Heart Rate and Galvanic Skin Response, Eye Tracker, Reaction time test and Facial Expressions proving to be key elements in understanding how products entice people to be inclined towards purchasing a product. According to a research, while making decisions, people take efforts to process information, coming from both the external environment and personal knowledge. In cognitive psychology, this process is called mental workload, and its theory was developed out of the study of problem-solving by John Sweller in the late 1980s. The role of packaging is considered to be of utmost importance according to the authors on the argument that the first observation that an individual make is that of how attractive does a product look. The Human Black-box, another concept advocated under the subject of Neuromarketing has gained momentum across the world but is yet to set its paws in the Indian Market. As it is relatively new, it is yet to form base in India and be used across all companies to increase their market capitalization upon researching their target audience using effective tools. ( Madan & Popli, 2016) The authors further talk decipher the ideal process of going about with a neuro marketing research process and stress on the points of availability of funds and researching an independent variable (for e.g., sales) beforehand to further understand how neuro marketing could cause an increase in a positive manner. The paper analyses various variables and comes up with a reachability matrix to assess the results of the data collected. A neuromarketing pioneer and a branding expert, Douglas Van Praet speaks how branding is ideally the expectation of consumers based on memories. The book discusses about how every decision that is taken by an individual is most often, unconscious. This goes on to show how the brain, although actively takes part in consuming information, takes a back step whilst actually making the decision when a customer decides on what he wants to purchase. For decades, marketing research methods have aimed to explain and predict the effectiveness of advertising campaigns. (Morin, 2011) The author discusses about how advertising agencies are beginning to understand the importance of predicting the effectiveness of campaigns by using brain-based tools such as eye tracking, EEG, or fMRI. He discusses imaging techniques that are non-evasive and can be easily used to understand the consumer’s mind better. As per IJCRT2005066 International Journal of Creative Research Thoughts (IJCRT) www.ijcrt.org 438 www.ijcrt.org © 2020 IJCRT | Volume 8, Issue 5 May 2020 | ISSN: 2320-2882 research the brain burns 20% of our energy although it encompasses only 2% of the body mass because most of the functions that we need to go through a day are managed by the brain below our level of consciousness. It is suggested that a buyer makes his decision within 4 seconds of walking down the aisle of a grocery store. In order to capture his attention, every company must resort to heighten any one of the five sense. The usage of scents for branding has proved to be very improving which changes the atmosphere and in turn, makes an individual associate a brand by that particular scent. (4imprint Blue Papers, 2010) According to (Bagozzi, Gopinath , & U. Nyer , 1999), Roseman’s (1991) Appraisal Theory of Emotions understands positive and negative emotions which are depicted by individuals in terms of how they feel and allows for many discrete emotions to be highlighted and also specifies conditions for their occurrence. The authors discuss on how the most important factor differentiating emotions from moods and attitudes is the way emotions arise. Every emotion is said to arise from a particular referent, for example, a consumer becomes pleased when a new sauce changes the flavour of a dish for the better. He becomes sad when a restaurant does not satisfy his needs and leaves him with poor service. Also, emotions arise in response to appraisals one makes for something of relevance to their well-being. By appraisal, we mean an evaluative judgment and interpretation thereof. As a result, a company needs to target emotions, specifically those in the service segment whilst engaging a customer at various touch points. The purpose of a research conducted by (Mazhar, Daud, Mubin, & Bhutto, 2015) was to understand the success behind brands making it big. In a segment in Karachi, the paper analyses how product packaging affects the decisions in consumer buying behaviour. On the basis of primary research and the software, SPSS used, various constructive feedback was obtained. Packaging elements like its colour, the material, design of the wrapper and the innovation showcased are factors of high importance when consumers make any purchase. Particularly in the FMCG sector where all goods require high advertisement and are produced in bulk to be sold out after effective advertising campaigns, packaging catches the eye of the individual who walks down the aisle. A colour has very high effect on an individual in changing his mood, thought process and even the purchase decision. For example, maggi is yellow because yellow is a colour which is seen from afar and is known to instigate happiness in an individual upon viewing it. The importance of colour is also discussed by the author (Kumar, 2017) wherein he argues that a colour establishes brand recognition. Colour mapping provides a means of identifying potential logo colours for new brands and ensuring brand differentiation within a visually cluttered marketplace. According to his research, individuals perceive certain colours with certain brands. For e.g., the red of Coca-Cola conveys stimulus, vividness, youth, happiness and energy and the green of Starbucks conveys quiet, leisure, youth, staidness and comfort.
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