India's Untapped Frontier: Unleashing the Power of Neuromarketing for Consumer Engagement in Online Shopping

Abstract

Neuromarketing leverages neuroscience and psychology to uncover subconscious triggers influencing consumer behaviour, enhancing insights into brand perception and purchase decisions. It holds promise across India's telecom, medical tourism, and retail sectors, employing EEG, fMRI, and eye-tracking to tailor strategies to local consumer behaviours. Yet, ethical concerns like privacy and manipulation demand careful navigation. Addressing these challenges transparently can build consumer trust and engagement. Responsible use of neuro-scientific insights enables businesses to craft targeted marketing campaigns, gaining a competitive edge and fostering sustainable growth in India's evolving market landscape. Consumers' ability to evaluate possible actions and identify object identities depends on their cognitive processing skills when they are exposed to particular marketing stimuli. Neuromarketing clarifies how innovative marketing techniques may shape and inform consumer preferences. This case study explores the impact of advertising on consumers' purchasing decisions in online shopping.