A STUDY ON THE APPLICATIONS OF NEUROMARKETING IN UNDERSTANDING RETAIL CONSUMER BEHAVIOUR IN COIMBATORE CITY

The study on “Application of neuromarketing to the understanding of retail consumer behaviour in Coimbatore city” underlines that the psychological and sensory aspects are increasingly playing a key role in retail marketing. Consumers can be aware of marketing stimuli in several ways and the neuronal awareness is divided into sensory, digital and emotional levels. The analysis validates that the elements of neuromarketing affect the purchasing decisions of consumers, including visual merchandising, sensory marketing and emotional appeal. They are important components in determining whether or not someone will purchase a product since they make the buying process easier. Additionally, the correlation results reveal a significant positive correlation between the strategies of neuromarketing and customer satisfaction, customer purchase decision and preference for retail stores. This indicates that increased use of neuromarketing results in greater consumer response and increased retail engagement. In conclusion, the study suggests that neuromarketing is a successful technique in retailing because it allows the retailers to know the psychology of their customers and help them to make their marketing more effective in study area.

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