A Review on the Potential Growth of Neuromarketing and Consumer Behaviour Research in India

Abstract

Understanding consumer behaviour has always been challenging to the marketers across the globe. It has never been easy, and will never be, due to the fact that the human brain is not static and is constantly changing and evolving as it adapts to new states of affairs and processes new information. This makes the marketers to put extra efforts in the area of market and consumer research. There are various strategies to understand consumer behaviour. One such strategy is neuromarketing, which combines the principles of psychology, neuroscience, and marketing. The growing popularity and demands of this strategy can be witnessed not only in the foreign markets, but also in the Indian market as well. The potential growth of neuromarketing in India is foreseeable, and thus this research paper intends to review the scope of growth of the same in India.