CHAPTER- 1 INTRODUCTION

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 INTRODUCTION
In an ideal world, when choosing between different products and services, consumers
consider a wide range of factors, including availability, cost and flexibility. But in cases
where multiple companies’ offerings are strikingly similar, the decision similar, the decision
ultimately comes down to the standing of the individual brands. A brand is essentially a
product with distinctive features that set if apart from similar products manufactured to
satisfy rival markets. Businesses are progressively implementing a variety of programmers in
this age of internet- and IT-enabled marketing to strengthen customer affinities for their
brands. Harvard professor Theodore Levitt declared in 1960 that “business entities’ factories
are not the new arena in which to complete, but rather between the value-added products they
add to their manufacturing output- such as packaging, services, marketing, consumer
guidance, delivery systems, financing, storage, and other items that the public finds
appealing.” Branding and the function of brands have long been discussed in boardrooms and
classrooms. The word “brand” comes from the Old Norse word “brand,” which means to
burn. Livestock owners use the terms to identify their animals and make them easier to
recognise (Keller,2002). The concept has undergone constant modification, analysis, and
redefinition.
Before discussing brand equity, it is important to define a brand. Numerous definitions are
available. As per Kotler & Armstrong (2001), a brand can be defining as “any name, term,
sign, symbol, or design, or a combination of these, that identifies the maker or seller of a
goods or service,” According to Kotler & Armstrong (2001). Per the American Marketing
Association, a brand can be defined as “any name, term, design, symbol, or other feature that
distinguishes one seller’s good or service from those of other seller.” Since 1960, the
American Marketing Association has never changed its definition of a brand (deChernatony
& Dall-Olmo Riley,1998). “Brands” now possess both tangible and intangible attributes that
influence intermediaries and business partners in addition to final consumers. Frederick
E.Webstar, Jr. defined a brand as an assurance to consumers of consistent features, quality,
and performance, along with a dedication to the intermediary. Nowadays, companies are
growing increasingly astute in their consideration of and handling of their trademarks, largely
due to the global market presence of renowned brands like Intel, Nike, and Reebok.
Since mass customisation has supplanted mass manufacturing as the prevailing economic
model in our culture, branding is growing in importance and popularity. We are rich in
information but poor in time (Neumeier, 2003). People often want to make decision quickly
when purchasing goods or services, but they are often confused by the increasing numbers of
options available to them. Brands become a kind of shortcut because they simplify the
products or services that consumers are thinking about for them. On page 10, Keller (1988)
states that “A brand is a perceptual object that is grounded in truth but also exhibiting the
opinions and possibly even quirks of its target audience.”
Doyle (2002) asserts that consumers select brands for both rational and sentimental reasons.
Additionally, it is said that people use brands to show off their wealth, morals, hobbies, and
style of life. Consumers choose brands not only because they think they will meet their
“needs” but also because they want to feel respected, proud, and other good feelings.

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The most valuable asset of a company is definitely its brand, even though it is intangible. In
the eyes of the customer, a brand is comprised of thoughts, feelings, and additional elements
related to what the product stands for, achieves, and is like to use or own.
DeChernatony and Dall-Olmo Riley (1998) define the “essential constituents of the brand
construct” as the intangible qualities of the brand. These intangible elements serve as a bridge
between the brand and its clientele. Emotional bonds can be formed between consumers and
well-designed brands. “Brands have a magnetic effect on consumers. They believe they are
superior to others, purchase them, and harbour strong feelings of loyalty towards them
(Wheeler, 2003). These relationships between consumers and brands develop over time and
need to be nurtured by both parties.
Part of the challenge of branding is that an organization’s brands are often not entirely under
its control. It uses the expression “brands are co-produced by firms and consumers”
(deChernatony & Riley, 1988). According to Neumeier (2003), “while companies can’t
control this process, they can influence it by communicating the qualities” that distinguish
one brand from another, everyone develops their own interpretation of a brand. Essentially,
brands exist in the hearts and minds of their customers-both current and future-even though
businesses may own them. (Leone & Raggio, 2005)
The majority of marketing expert concur that brand offerings have grown progressively more
complex over time. Marketers today face a variety of competitive challenges. A unified
conceptual framework called “brand equity” is used to analyse the possible outcomes of
different brand strategies. The basic idea behind brand equity is that when a product or
services is marketed, different things happen than they would if the product or services
wasn’t associated with the brand. In essence, the idea emphasises how crucial brands are to
marketing strategies. According to marketing expert, brands with greater equity inspire a
sense of pride in ownership, are more reliable, and offer consumers a unique and relevant
promise.
On the other hand, neuromarketing techniques have made the global economy easier to
access. They have not only outperformed modern marketers and retail customers (Weng Marc
Lim, 020). With the aid of neuromarketing strategies, brand equity creates a bond between
the brand and retail customers. Thanks to technological advancements, retailers can now
communicate directly and confrontationally with modern marketers from around the globe by
informing them about the brands that are currently available.

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1.1 NEUROMARKETING
People are exposed to over 7,000 advertisements every day. Turning around, we see
advertisements everywhere: on social media, billboards, radio, TV, and the Internet. Every
product forms an initial impression in less than 300 milliseconds because our brain picks out
certain details from a large number to remember more than others. What qualities set an
advertisement apart? This depends on a number of factors, including the target market, the
audience we’re attempting to reach, the age range of the potential clients, whether they are
workers or students, men or women, and other factors.
Using neuromarketing techniques, all facets of the brand are assessed and distributed to every
single retail customer who has already been exposed to a lot of information about it through
advertising. The likelihood of contemporary marketers and retail customers cooperating is a
continuous motivator for achieving marketing goals through developing a relatable
relationship. According to Hy Mariampolski (2006). Many contemporary marketers have
entered the marketer in recent years, but final retail customers who purchase goods and
services are expected to provide feedback on branded goods and services.
Neuromarketing is the application of neuroscientific techniques to enhance human behaviour
understanding; it is a natural progression in the field of research promotion. Neuromarketing
combines consumer behaviour and the neurology of consumer behaviour. It replaces
traditional forms of marketing research by examining how certain businesses, products, and
advertisements affect us.
The objective of marketing in the twenty-first century is to establish a cordial rapport in sales
by satisfying the needs of retail customers. Since modern marketers use specialised skills to
understand each retail consumer’s thoughts, a change in the requirements for retail consumers
will result in retail consumer satisfaction (Ting Wang & Ping Ji, 2010). If contemporary
marketers comprehend the desire of retail customers, they can easily expand their business.
Retail customers’ preferences are typically ignored by marketers when making sales.
Recently, contemporary marketers have assembled a plethora of novel marketing campaigns
aimed at distributing information to large retail consumers. Thanks to marketing,
contemporary marketers can now choose from a wider range of marketing initiatives (Holly
Paquette, 2013).
Businesses in today’s market are primarily interested in consumer preference, or the reasons
behind consumers’ decisions to select one product over another. The main goal of the study is
to find out how neuromarketing influences the process of identifying the needs and is to find
out how neuromarketing technologies provide insights into assessing the impact of
advertisements on online shoppers (Singh, 2020). The structure and functions of the brain, the
importance of perception, and the behaviour of consumers during the purchasing process are
the main topics of this study’s analysis of neuromarketing. It is generally believed that these
decisions are made logically, choosing the option with the highest utility. The questionnaire,
which covers factors crucial to a customer’s decision when selecting a product, is the primary

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data collection method. The study’s findings indicate that neuromarketing aids in the
identification of consumer preferences, enabling businesses to better connect with customers
and satisfy their needs. This paper recommends using neuromarketing to determine consumer
preferences. Understanding a buyer’s using neuromarketing to determine consumer
preferences. Understanding a buyer’s psychology through their thoughts, feelings, ideas, or
preferred value is crucial to neuromarketing. Numerous fields, such as innovation, product
transformation, price strategy, communication mix development, and other, use
neuromarketing. Gaining a deeper understanding and comprehension of crucial needs,
motivation, and values is the aim of neuromarketing. In essence, it is the forecasting of
consumer behaviour and how they will react to certain cues.
One important finding in neuromarketing studies is the high-level effects of emotions and
how they affect consumers’ decision-making processes. Neuroscience, in particular,
contribute to our understanding of how consumers’ internal emotional reactions influence
their decisions. This is corroborated by neuroscience, which aims to comprehend the
fundamentals of sophisticated, reasoning, decision-making, and consumer reactions to
marketing. The foundation for comprehending how consumers generate, store, recall, and
interact with information-such as brands-in daily life is also linked to neuroscience. The
consumer’s mindset can be better understood through neuromarketing research study results
than through traditional marketing testing techniques. The neuromarketing study’s
conclusions have a big impact and help us understand customers better. Thus, when combined
with other qualitative data, neuromarketing can be powerful tool for predicting consumer
behaviour, which makes it significant. Through the addition of neuromarketing to traditional
research methods, marketers are able to gain a deeper understanding of consumer preference.
Neuromarketing has a bright future ahead of it. Through its application, marketers can
develop more intelligent and strategic marketing strategies that will increase the efficacy of
their marketing campaigns.

NEUROMARKETING STRATEGIES
The recent emergence of “neuromarketing” as a concept in marketing development has had a
significant impact on selling goods and services to final consumers. (Suomala, 2012) asserts
that neuromarketing strategies play a critical role in shaping consumers’ purchasing
decisions. By anticipating their buying habits, contemporary marketers employ a range of
strategies to attract retail customers (Fisher, 2009).
Modern marketers engage in a specific engagement to establish a relationship with retail
consumers. Advertising is the primary tool used by modern marketers to grab the attention of
every retail customer. The foundation of the purchasing process is the retail consumer’s
identified needs. The stimuli can be used to determine the need when a retail consumer’s
habitual demands increase (Wood and T. Neal, 2009). Retail buyers can obtain the most
comprehensive product information from commercial sources created by modern marketers.
Retail customers’ awareness of and familiarity with the brands available on the market are
usually with assistance from commercial sources. In order to facilitate brand recognition and
expertise, modern marketers are forced to advance their neuromarketing techniques, as stated
by Douglas L. Fougate in 2007. Exceptional product design and usability are further
strategies to strengthen retail customer power. Product design and usability demonstrate the
external representation of a brand. Great design draws attention, which is necessary for the

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brand to operate effectively. Effective design in conjunction with a thorough comprehension
of retail consumer needs enhances the utility of brands.
Neuromarketing is the term used to describe the application of neuroscience to modern
marketing. According to Leon Zurawicki (2010), “neuromarketing” is a term used to describe
a range of commercial marketing communication that examines retail consumers’ cognitive
responses to marketing stimuli and integrates retail consumer neuropsychology into
marketing research. Neuromarketing aims to understand the ethics of retail consumers’
purchasing decisions as well as their responses to marketing stimuli in order to be effective in
the marketing environment.
Neuromarketing in advertising strongly anticipates psychological image in order to satisfy
retail customers. When merchandise is scarce, retail customers naturally become eager to
purchase it, fearing that it will sell out. There’s a connection that retail customers don’t want
to miss. For many modern marketers, the concept of scarcity is a popular neuromarketing
tactic. Because of this, modern marketers develop neuromarketing strategies by focusing less
on scientific specification and product attributes-almost to the point where consumers benefit
from branded goods in stores. The conventional critique of modern marketers is that they
employ neuromarketing strategies to humanise brands for retail consumers.
Retail guests predicate a lot of their purchases on their internal associations with a brand,
rather than taking the brand’s charge into consideration. Band Equity develops a strong
emotional connection with their retail guests in order to ensure long-term brand fidelity
imprinting increases client trust and creates emotional connections with products. This
attachment influences requests to make opinions. The request is looking for a strong brand
shift that influences power opinions and choices. The thing of contemporary marketers
should be to snappily recoup their investment. The value proposition encourages ultramodern
marketers to understand the conditions of retail guests who feel a strong emotional bond with
the company.
Factor Affecting Consumer Preference
 Age
When it comes to allowing someone to choose how they want to buy a product, age is
pivotal. Age has an impact on one’s physical capabilities, experiences, and copping power, all
of which influences consumer gesture. This is actually the most important step in the buying
process in the ultramodern world. Without this phase, the entire process is meaningless,
anyhow of how well a buyer comprehends their requirement, obtains information, or selects
the stylish option from the available options. After examining the goods, a client makes three
options from available options where to buy, when to buy, and whether or not to buy.
 Gender
Gender difference may exist in the complexity and methods of consumer decision-making.
Gender differences have an impact on responses that men and women have to marketing
advertisements.
 Product Quality

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How well a product satisfies consumer needs, conforms to industry standards, and
accomplishes its intended purpose is referred to as its quality. When assessing a product’s
quality, businesses take into account a number of important variables, including whether it
solves a problem, works as intended, or satisfies customer needs.
 Packaging
Packaging serves four main marketing purposes. It holds and protects the product. It
promotes the product. Not to mention, packaging reduces environmental damage and
facilitates recycling. It facilitates customers’ use of the products. Thus, the packaging fulfils
functions other than just protecting the company’s products. It also helps to mould the way
that customers view the products. Ignoring the packaging’s design can therefore lessen the
likelihood that it will be noticed and appealing, which may result in sales.
 Price
It seems that product pricing is the only direct factor that generates revenue and decides
whether a product or service is successful or unsuccessful. As a result, the study’s authors
chase to emphasise this component. Examined the theoretical underpinnings of consumer
purchasing behaviour and the factors that influences it. He looked at the relationship between
the factors influencing consumers’ decision-making and purchasing processes and their
purchasing habits.
 Advertisement
This is significant because marketers want to achieve high top of the mind recall through
their advertisements. The sole objective is to persuade the audience or viewers to buy
something or take action in response to the information or services being advertised. There is
currently no industry in which a company has grown to become a household name without
investing in advertising. Advertising is a crucial instrument for increasing a product’s
visibility to prospective buyers. Their primary objective is to interact with prospective clients
in order to influences their awareness, attitudes, and purchasing choices.
 Quality of Service
Providing exceptional service has become a means of gaining a competitive edge, especially
for those in the machinery sector that are transitioning into offering product-service networks.
More significantly, customer satisfaction and loyalty are strongly influenced by the quality of
service received.
Methods of Neuromarketing
The range of neuromarketing strategies available today is easy to get confused by given the
state of modern neuroscience. Even though practically all of the methodologies used in the
industry have the potential to be useful in understanding consumer buying behaviour, it is still
important to understand their difference and workings. Neuromarketing techniques such as
eye tracking, face encoding, brain imaging (EEG and FMRI), sensory marketing, and
psychological procedures are frequently employed to ascertain the effectiveness of various
strategies and the contexts in which they work best.
 Eye Tracking

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As the name suggests, eye tracking is the practice of monitoring people’s eye movements.
This tool lets you see your business, location, or advertisement from the viewpoint of your
intended audience. Because modern eye tracking technology is so lightweight and portable, it
can be used to create scenarios in real time and record users’ natural eye gaze. To sum up, eye
tracking is a great way to find out information that is difficult to find out through traditional
marketing research. With the use of eye tracking technology, retailer can measure their
customers, eye movements both in-store and online. It could be used, for example, to
ascertain whether product placement in television programmes actually draws viewers’
attention to a particular brand.
 FMRI: A View into the Consumer’s Brain
We can also use other techniques to get a better understanding of people’s beliefs versus their
observation. Example of technologies that can read brain activity in a medical setting that you
may be familiar with are EEG and MRI machines. These days, neuromarketers use these
brain scanners to scan people’s brains to create appealing packaging, websites, and ads that
make consumers click the “buy” button. That might sound a little immoral, but it’s not nearly
as scary as it sounds.
 Using Facial Coding
In 1872, Charles Darwin made the initial suggestion that people could deduce meaning from
our facial expressions. It has since been the subject of extensive research by numerous
psychologists, Paul Ekman among them, who has made major contributions. However, what
are the best ways to utilise this data for marketing purposes? In the same way as devices to
evaluate the brain and our eye gaze, there are sensors that can be affixed to the face and used
to monitor minute muscle movements. When we smile, for example, we use specific muscles
to communicate different emotions. The same holds true for other feelings like fury or
surprise. Naturally, not everyone with a neutral expression or a sight smile is happy. The
important thing to remember is that face coding technology can identify our feelings about
stimuli by picking up on our subtle, often unconscious reactions to them. Better yet, it can
predict the behaviour that follows specific expressions.
 Touch, Scent, See, and Audience
Multimodal Marketing Unlike the research-focused methods we’ve discussed above, there
are more applied forms of neuromarketing that guide consumers in the right direction. We
may use pre-existing concepts and outcomes to boast the effectiveness of marketing. In the
retail sector, sensory marketing is a great example of this. The objective of sensory
marketing, which uses methods such as touch and sound.

1.2 BRAND EQUITY

In contrast to brand equity, which is defined by (David Aaker, 1991) as the monetary value
that a brand adds to a product, brand equity is defined by (Farquhar, 1989) as the
accumulation of assets and liabilities associated with a brand that either increase or decrease
its value to customers and enterprise. According to Swait et al. (1993), brand equity is the
implicit value that consumers place on a brand in a market where there is brand

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differentiation as opposed to one where there isn't. Conversely, brand equity is defined by
Srinivasan, Chan Su Park, and Dae Ryun Chang as the annual increase in financial value that
the brand generates over the underlying product or service in the absence of brand-building
initiatives. Essentially, Srinivasan et al. stress the monetary benefits linked to brand building,
whereas Swait et al. concentrate on the perceptual component of brand value.
As per Srinivasan et al. (2005) conceptualization, the reason for this incremental contribution
is that every customer has a higher probability of selecting the brand over other options, even
if they don’t take any action to establish the brand, or they are more likely to choose the
product. According to the Marketing Science Institute, brand equity is the set of associations
or behaviour that exist between brand customers, channel, members, and the parent company
that allow the brand to generate higher margins or more volume than it could without the
brand name.
It is claimed that brand equity is a multifaceted concept (Aaker, 1991). It consists of brand
associations, perceived quality, perceived brand loyalty, and brand awareness in addition to
other proprietary brand assets. Several academics have also suggested dimensions that are
comparable. Shocker and Weitz (1988) suggested brand associations, while Keller (1993)
presented brand knowledge, which includes brand awareness and brand image.
According to (Farquhar, 1989), brand equity has three benefits:
 Financial: Determining the price difference between a name-brand product and a
generic product is the main goal of this method of thinking about brand equity. In the
process of calculating brand equity, costs such as those associated with promotions
are also factored in.
 Consumer-based: Consumer perceptions of the related product are more strongly
influenced by a powerful brand. Of course, a person’s attitude is influenced by their
experience using a product. Therefore, when a new brand is introduced, stronger
attitudes suggest that trial samples might be more successful than advertising.
Perceived quality, implied qualities, and brand loyalty are ultimately the outcome of
consumer awareness and associations.
 Brand extensions: The launch of related products can be facilitated by a well-
established brand. This helps to minimise risk from the perspective of the customer,
maximise the already-exiting brand recognition, and reduce advertising expenses. It is
more difficult to quantify this process though.

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CHAPTER- 2 LITERATURE REVIEW

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LITERATURE REVIEW
Literature Review of “Neuromarketing”
Lhotakova M. and Olsanova k (2013) in an environment where there is growing
competition both domestically and internationally, consumers rely heavily on brands to help
them make brands available, buyers look for goods that not only satisfy their requirements
but also make them feel good and let them express who they are in the world. Strong brands
have proven to be resilient in the face of recent financial crises, demonstrating their capacity
to withstand difficult economic circumstances. Global brands, acknowledge as some of the
most valuable in the world, devote a large number of resources to developing and preserving
their optimal positioning in every area of their business.
Pouromid and Iranzadeh (2012) since brand equity is crucial to maintaining a company’s
value and cultivating customer loyalty, many businesses view their service and product
brands as their most valuable assets. Higher profitability is correlated with greater brand
equity. Brand name, company image, price, family traits, and customer loyalty are important
factors that determined brand equity. When it comes to Pars Khazar home appliances, the
perceptions of female consumers have a direct impact on perceived quality, brand association,
and brand recognition.
Tallis, Raymond & Matthew, (2011) different approaches are used in the field of marketing,
where successful strategies are crucial for the sales of products. Neuro-marketing is one
important subset that focuses on how the human brain affects decision-making and how it
processes information. The tendency to use neuroimaging to explain every facet of human
behaviour exclusively in terms of brain activity has given to the term “neuromania”
Haythem et.al., (2011) a study looked at how sales promotions, a short-term component of
the marketing mix, and brand personality, a long-term tool for brand management, affected
brand equity. They measured the effects of consumer perceptions of brand personality and the
intensity of promotions. The results indicated that the intensity of sales promotions had a
negative impact on brand equity, but brand personality positively influenced it. Additionally,
different consumer groups reacted differently to these factors, as evidenced by the three
identical consumer groups’ differing levels of brand personality and promotional impacts on
brand equity
Janghyeonet et.al., (2011) customer satisfaction, brand loyalty, and customer-based brand
equity are related in the hotel and restaurant sector. Five components of brands equity-
physical quality, employee conduct, ideal self-congruence, brand identification, and lifestyle

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congruence-have a positive impact on customer satisfaction. According to this study,
customers’ satisfaction with hotel or restaurant brands is impacted by both tangible
advantages like appealing décor and knowledgeable staff, as well as symbolic elements like
fun, excitement, and inventiveness.
Hadi Moradi and Azim Zarei (2011) an analysis of brand equity, purchase intent, and brand
preference among y.oung Iranian consumers was conducted. The moderating effect of the
country-of-origin image was also investigated. A structural framework was created by the
study to examine these relationships. The research findings indicate that consumers’ brand
preference, purchase intention, and unsupported country-of-origin image were positively
influenced by brand equity.
Tanmay et.al., (2010) by combining the brand choice model created by Erdem et al. (1999)
with the brand equity development model, Yoo et al. (2000) expanded on it. They proposed
that various brand equity elements together impacted overall brand equity, which in turn
affected consumers’ ultimate brand choice. The study looked at how ten distinct marketing
campaigns affected different aspects of brand equity.
Ariely and Bernd (2010) it is assumed that neuroimaging data can yield more accurate
information about consumer preference than traditional research methods because is free
from biases. Conventional market research techniques might not be able to access consumers’
subconscious thought processes because they concentrate on assessing brand attitudes rather
than attitudes about brands, which might not be consistent with actual consumer behaviour
when making purchases.
Mostafa et.al., (2010) the reaction of a customer to the perceived performance of a good or
service in relation to their prior expectations is known as customer satisfaction. For long-term
success, a lot of businesses place a high priority on keeping customers satisfied, hoping to
creating a strong desire to use or repurchase their favourite goods or services. This frequently
leads to recurrent purchases even in the face of external circumstances and promotional
campaigns. Customers are more likely to stick with a brand one they become associated with
it than to choose another, refer it to others, and make more purchases.
Bilal Mustafa et.al., (2009) although brand equity is well known, its complexity makes it
difficult to categorise. It is highly significant because it raises the valuation of a company.
There are many different ways to look at brand equity, and trust is one of the most important
factors. Since trust is essential to relationships and is highly prized, it is emphasised that trust
plays a major role in developing brand equity. Gaining an understanding of and improving
brand equity requires an analysis of the role that trust plays.
Jin Liyin et.al., (2009) with an emphasis on content, you have created a research framework
for evaluating the brand equity of websites. Twenty-five Chinese websites were evaluated
using this framework in four different categories: communication, retail, entertainment, and
portal sites. Brand loyalty, perceived value, brand experience, and brand attraction are five
dimensions of online brand equity that are included in the framework.
According to your research, websites brand equity is greatly impacted by online content
elements like resources, design, service, and interaction. These components influence how a
website’s brand equity is perceived overall in different ways. Through a thorough analysis of
these dimensions and their antecedents, your research offers insightful information about the

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ways in which various forms of online content influence the overall worth and perception of
websites.
Tanmay Chattopadhyay et.al., (2009) it has been found that, when it comes to Indian repeat
car buyers, there is a relationship between variables unrelated to marketing strategy and brand
equity, especially when there are still questions regarding the qualities of the brand. In order
to evaluate their effects on brand equity, this study looked at both direct and indirect
marketing mix variables (such as country of origin, peer recommendations, and celebrity
endorsements) as well as price, channel, intensity, shop, image, frequency of advertising and
price promotion. According to this study, brand equity is a gauge of how well customers view
a company.

Ruchan et.al., (2007) in order to better understand customer-based hotel brand equity, the
essay breaks down perceived quality into four main categories: perceived quality, brand
awareness, brand loyalty, and brand image. It talks about a through customer-based brand
equity model designed specially for the lodging sector. The study demonstrates how some
perceived quality elements have a direct impact on brand loyalty while other factors have an
indirect effect on brand image. It’s interesting to note the tested hotel model did not place
much emphasis on brand awareness. In order to manage brand equity effectively, the essay
suggests that executives and hotel managers concentrate on forming internal perception about
quality, awareness, loyalty, and brand image.
Smith et.al., (2007) in order to offer insightful information on brand management and
advancement, the study focuses on comprehending the relationships between brand equity,
advertising, research and development (R&D), and gross profit. Its methodology is distinct in
that it uses private sector brand equity measurement as its main source of data. The results
show a strong positive correlation between gross profit, advertising spending, and R&D
investment and brand equity. Curiously, despite identifying both dynamic and erratic effects,
the study comes to the conclusion that, contrary to prior research, advertising may not be as
important a short-term driver of brand equity.
Keller (1993) with an emphasis on brand benefits, brand attitudes, and brand attributes, the
study offers a structural model of brand association during a lag period. It characterises a
service or product’s attributes as descriptive qualities that consumers find appealing. These
qualities include the product’s nature, features, and methods of use or acquisition. These
characteristics can be categorised according to how important they are to the functioning of
the product; characteristics that are specific to the product are those that have to do with the
features or structural makeup required to meet the needs or requirements of the user.
Bagozzi et.al., (1999), Roseman (1991) the Appraisal Theory of Emotions, which classifies
emotions according to how people perceive and express their feelings and the situations that
set them off. Emotions, as opposed to moods and attitudes, are said to originate from
particular referents. Examples of this include happiness over a new sauce that improves a
dish or disappointment over subpar service at a restaurant. Emotions arise from the
judgements people make about something that is important to their well-being; these
judgements are called assessments. Businesses need to address emotions by understanding

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and accommodating customers’ evaluative judgements and interpretations in order to
effectively engage customers across multiple touchpoints especially in the service industry.
Aaker (1991) the study showed that perceived quality has a lot of benefits for brands.
Perceived superiority affected brands’ consideration during processes and had a significant
impact o purchasing decisions. Perceived quality ranking had a significant impact on brand
positioning, allowing for premium pricing and possible reinvestment for improved brand
equity and higher profitability. Promoting well-known brands was valuable to channel players
like distributors and retailers, and brand extensions used the perception of excellence to break
into new product categories. In the end, a strong brand with a high perceived quality had an
advantage over weaker brands in terms of reach and likelihood of success.
Zeithamal, (1988) customers’ subjective evaluation of a product’s overall excellence or
superiority, as opposed to its objective quality, is known as perceived quality. It is a broad
assessment, frequently akin to an attitude, made within the context of a buyer’s consideration
set. Being an abstraction at a higher level, it goes beyond particular product attributes.
Product quality assessments by consumers are impacted by personal experiences,
requirements, and consumption environments. High perceived quality means that because of
their long-standing relationship with the brand, consumers are aware of its excellence and
uniqueness.
Hadis Nemati et.al., (2013) within a corporation conversation centre on how customers’ and
employees’ cultural viewpoints impact brand value, as well as the relevance and acceptance
of internationally recognised scientific models and the modal addition principles. According
to Aaker’s framework, a brand’s perceived quality, attitudes, associations, and awareness are
the four components that make up its unique value. The Customer-Based Brand Equity
(CBBE) model developed by Keller highlights how a brand’s unique value is influenced by
buyer brand knowledge and the strength of customer-brand connections. Higher profitability
is correlated with stronger brand positions when compared to competitors in the same
industry.
Shakiba and Jalali Seyed (2013) this research delves into the relationship between client-
based brand equity and brand perception in the financial services sector, concentrating on
Bank Saderat Iran (BSI), which is the biggest private bank in the nation. With a sample of
384 real clients, the research looks at the relationships describes in a suggested model. It
demonstrates that important aspects of brand equity, such as perceived quality, brand loyalty,
brand awareness and brand association, have a positive influence on brand perception in the
financial services industry. Among the three aspects examined, brand association is found to
have a notably greater impact on brand equity.
Zhara Sayed Ghorban (2012) investigates the role that different element of the marketing
mix play in defining the dimensions of brand equity. During the process of building brand
equity, it specially focuses on advertising, which is a significant component of the marketing
mix, and analyses its relationship with the 18 dimensions of brand equity. The study
emphasises how important advertising is to building brand equity. Additionally, the research
indicates that customers’ brand loyalty is positively influenced by perceived quality and
brand connection, underscoring of these factors in cultivating brand loyalty.

14
CHAPTER-3 OBJECTIVES &
RESEARCH GAPS

15
NEEDS AND OBJECTIVES
3.1 Need of the Study
This study primary objective is to assess the influence of neuromarketing on a range of
marketing inputs, such as consumer purchasing behaviour, advertising, pricing, new product
creation, communication, product distribution, branding, and decision-making. One of the
studies goals is to familiarise the reader with the broad field of neuromarketing and how it
may benefit the business and the customer. The study’s objective is to educate the public
about neuromarketing. But the main objective is to assess the influence of neuromarketing on
other marketing inputs, like advertising and consumer purchasing patterns. This novel
approach is expected to result in more useful consumer enticement tactics because of its
objective study of the brain.
3.2 Objective of the Study
 To evaluate the role that neuromarketing strategies play in consumer’s decision to
buy.
 Determining the consumer’s perception of what they will buy based on
neuromarketing techniques used by marketers.
 To research how neuromarketing can help us understand consumer preferences.
3.3 Research Gap
This research looks at the importance of consumer preference in the District of Kangra,
Himachal Pradesh, to address issues regarding the identification and understanding of
neuromarketing concepts and strategies that impact brand equity in relation to consumer
choices made during the purchasing process. Customers preferences and the elements affect
their choice to buy a particular product over another are also highlighted by the focus on the
topic of the work.

16
CHAPTER– 4 RESEARCH
METHODOLOGY

17
RESEARCH METHODOLOGY
The following research elements served as the foundation for the research methodology used
in this study.
For this study, a descriptive research design has been chosen. Considering the earlier research
relevant. There are established research objectives. To collect quantitative data, a research
tool based on a standardised questionnaire has been created. The standardised instrument has
undergone a few changes to better fit the needs of the study. The tool has been segmented into
various sections pertaining to the socio-demographic characteristics of retail clients. Using
the random sampling technique, the right sample size for the current study has been
established. A total of 169 District Kangra retail customers participated in the survey.
4.1 Design of Research
The basis of the research strategy for this study is the descriptive research approach, which
usually entails quantitative analysis. Primary data collected through surveys was used to
compile the information data collection method utilising questionnaires.
4.2 Methods of Research
The questionnaire was utilised to collect data for this paper, which employs the quantitative
method of data collection. This paper has also employed the descriptive method, which
describes consumer preference and how it is used.
4.3 Design of Questionnaires
Primary data for the current study were gathered using a well-structured questionnaire.
4.4 Collection of Data

18
In this study, due to the nature of the search, online questionnaires created using the
docs.google.com programme were used for the survey. Customers in the kangra Region
answered these online questionnaires.
4.5 Design of Sampling
The consumers of District Kangra were the population used to draw the sample for this study.
To gather data, a representative sample of the population will be selected.
4.6 Methods of Sampling
The data was collected using a non-probability sampling technique. We used a convenience
sampling strategy in the non-probability sampling technique.

DATA ANALYSIS
Demographic Data
The demographic data in the table includes the respondents’ age, gender, employment status,
marriage status, and educational background.
5.1 Gender Descriptive Statistics
Gender Frequency Percentile
Female 70 41.4%

Male 99 58.6%

Total 169 100%

19
 Percentile
70.00%

60.00% Male; 58.60%

50.00%
Female; 41.40%
40.00%

30.00%

20.00%

10.00%

0.00%
Female Male

Percentile

The current survey has 169 respondents in total. Of them, 99 respondents, or 58.6% of the
total, are men, and 70 respondents, or 41.4%, are women.

5.2 Age Descriptive Statistics

Age (Years) Frequency Percentile
18-25 113 66.9%
26-35 37 21.9%
36-45 15 8.9%
46-55 4 2.4%
Above 56 0 0
Total 169 100%

20
 Percentile
80.00%

70.00% 18-25; 66.90%

60.00%

50.00%

40.00%

30.00%
26-35; 21.90%
20.00%
36-45; 8.90%
10.00%
46-55; 2.40%
0.00%
18-25 26-35 36-45 46-55

Percentile

The main finding of the study was that 66.9% of respondents were between the ages of 18-25.
Furthermore, 21.9% of the participants are in the 26-35 age range. Ages 36-45 make up 8.9%
of the sample of respondents. A small percentage (2.4%) of respondents aged 46 to 55 are
included in the study.

5.3 Family Monthly Income Descriptive Statistics

Family Monthly Income Frequency Percentile
Below Rs. 25,000 62 36.7%
Rs. 26,000 – Rs. 50,000 49 29%
Rs. 51,000 – Rs. 75,000 39 23.1%
Above Rs. 76,000 19 11.2%
Total 169 100%

21
 Percentile
40.00% Below Rs. 25,000;
37%
35.00%
Rs. 26,000 – Rs.
30.00% 50,000; 29%
Rs. 51,000 – Rs.
25.00% 75,000; 23%

20.00%

15.00%
Above Rs. 76,000; 11%
10.00%

5.00%

0.00%
Below Rs. 25,000 Rs. 26,000 – Rs. 50,000 Rs. 51,000 – Rs. 75,000 Above Rs. 76,000

Percentile

When looking at the respondents’ monthly income, 36.7% of them make less than 25,000
rupees. A little over 29% make between 26,000 and 50,000 rupees. 11.2% of the respondents
do not make less than 76,000 rupees per month.

5.4 Which of these products, in your opinion, has had the biggest impact on building
brand loyalty.
Products Frequency Percentile
Cosmetics 49 29%
Electronic Items 26 15.4%
Financial Services 12 7.1%

22
 Food and Beverages 43 25.4%
Foot Wears 12 7.1%
Dresses 27 16%
Total 169 100%

Percentile
35%

30% Cosmetics; 29.00%

Food and Beverages;
25.40%
25%

20%
Electronic Items;
15.40%
15%

10% Financial Services;

7.10%
5%

0%
Cosmetics Electronic Items Financial Services Food and Beverages

Percentile

The purpose of the survey question was to find out which product respondents thought had
the biggest impact on building a brand attachment. According to the findings, dresses were
mentioned by 16% of respondents and cosmetics by 29% of respondents as factors
influencing brand attachment. 15.4% of respondents said that electronic items were
influential, and 7.1% said that financial services were. Of the respondents, 25.4% identified
food and beverages, while 7.1% identified footwear. These results shed light on the range of
attachment levels that consumers might have for various product categories.

INDEPENDENT VARIABLES DEPENDENT VARIABLES

 Brand Positioning (BP)
 Brand Awareness (BA)
 Brand Prestige (BPR)
 Performance (PF)
 Feeling (FE)
 Brand Equity (BE)
 Judgement (JD)
 Branding (BR)

23
  Advertisement (ADV)
 Purchase Decision (PD)
 Product Design and Innovation (PDI)

5.5 Brand Positioning (BP) Descriptive Statistics:

S.NO. ITEMS N MEAN STD.
DEVIATION
01 BPI 169 4.10 0.696
02 BP2 169 4.34 0.799
03 BP3 169 4.25 0.729
04 Brand Positioning 169 4.23 0.741

The Brand Personality Index (BPI) indicates that respondents generally rated brand
personality at 4.10, with a moderate degree of response variability. Its mean score is 4.10, and
its standard deviation is 0.696. BP2 The mean score of this item is 4.34, which is higher than
the BPI and suggests a marginally more positive perception. In comparison to BPI, the
standard deviation of 0.799 indicates a little bit more variability. BP3 Its mean score is 4.25,
with a standard deviation of 0.729, just like BP2. This implies a generally positive perception
with some response variability. Brand positioning: Its standard deviation is 0.741 and its
mean score is 4.23. This suggests that there is a moderate degree of response variability and
an overall positive perception of brand positioning. Overall, the standard deviations show
some variation in individual responses, but the mean scores generally imply that respondents
view the brand favourably across all items.

5.6 Brand Awareness (BA) Descriptive Statistics:

S.NO. ITEMS N MEAN STD.
DEVIATION
01 BA1 169 4.21 0.633
02 BA2 169 4.37 0.782
03 BA3 169 3.93 0.925
04 BRAND AWARENESS 169 4.17 0.78
With a mean score of 4.21 and a standard deviation of 0.633, BA1 indicates that respondents'
perceptions of this aspect of brand awareness are generally positive and there is little
response variability. In comparison to BA1, BA2 has a higher mean score of 4.37, indicating
a more favourable perception. While not as much as BA3, the standard deviation of 0.782
suggests some variability in responses. In comparison to the other items, BA3 (Brand
Awareness 3) has a lower mean score of 3.93, suggesting a less favourable opinion of this
aspect of brand awareness. A higher standard deviation of 0.925 indicates a higher degree of
response variability. Brand Awareness the average score is 4.17, with a standard deviation of
0.78. This indicates that there is moderate response variability and an overall positive
perception of brand awareness. The average scores indicate that, overall, respondents view
brand awareness favourably for all items; however, individual responses vary somewhat,

24
especially for BA3.

5.7 Brand Prestige (BPR) Descriptive Statistics:

S. NO. ITEMS N MEAN STD.
DEVIATION
01 BPR1 169 4.07 0.656
02 BPR2 169 4.25 0.880
03 BPR3 169 4.09 0.737
04 Brand Prestige 169 4.13 0.757

With a mean score of 4.07 and a standard deviation of 0.656, BPR1 (Brand Prestige 1)
indicates a moderately positive perception of this aspect of brand prestige with comparatively
little response variability. In comparison to BPR1, BPR2 has a marginally higher mean score
of 4.25, indicating a more favourable perception. A standard deviation of 0.880 suggests that
response variability is present but not unduly high. BPR3, BPR3 and BPR1 both have mean
scores of 4.09, which suggests a favourable perception. The moderate variability in responses
is indicated by the standard deviation of 0.737. Brand Prestige: With a mean score of 4.13
and a standard deviation of 0.757, it shows that respondents' perceptions of brand prestige are
generally positive with only moderate variation. With moderate inter-respondent variability,
the mean scores indicate that respondents generally view brand prestige favourably across all
items.

5.8 Performance (PR) Descriptive Statistics:

S. NO. ITEMS N MEAN STD.

DEVIATION
01 PR1 169 4.01 0.717
02 PR2 169 4.10 0.951
03 PR3 169 4.16 0.741
04 Performance 169 4.09 0.803

PR1 (Performance 1): This performance aspect is viewed as moderately positive, with a
mean score of 4.01 and a standard deviation of 0.717, suggesting comparatively low response
variability.
PR2 (Performance 2): Compared to PR1, this item's mean score of 4.10 is marginally
higher, indicating a marginally more positive perception. Although there is some variation in
the responses, the standard deviation of 0.951 still falls within a reasonable range.
Performance 3 (PR3): PR3 has a mean score of 4.16, which is in the positive range. The
moderate variability in responses is indicated by the standard deviation of 0.741.
Performance: With a mean score of 4.09 and a standard deviation of 0.803, it shows moderate
response variability and an overall favourable impression of performance.

25
With moderate inter-respondent variability, the mean scores indicate that respondents
generally view performance favourably across all items.

5.9 Feeling (FL) Descriptive Statistics:

S. NO. ITEMS N MEAN STD.
DEVIATION
01 FL1 169 4.07 0.612
02 FL2 169 4.28 0.865
03 FL3 169 4.21 0.676
04 Feeling 169 4.18 0.717

With a mean score of 4.07 and a standard deviation of 0.612, FL1 (Feeling 1) indicates a
moderately positive emotional response with little response variability.
FL2 (Feeling 2): Compared to FL1, this item's mean score is 4.28, which is marginally
higher and indicates a slightly more positive emotional response. Although it is still within a
moderate range, the standard deviation of 0.865 indicates some variability in the responses.
With a mean score of 4.21, FL3 (Feeling 3) indicates a positive emotional response. The
moderate variability in responses is indicated by the standard deviation of 0.676.

5.10 Judgement (JD) Descriptive Statistics:

S. NO. ITEMS N MEAN STD.
DEVIATION
01 JD1 169 4.17 0.571
02 JD2 169 4.31 0.874
03 JD3 169 3.90 0.889
04 Judgement 169 4.12 0.778

With a mean score of 4.17 and a standard deviation of 0.571, JD1 (Judgement 1) indicates a
moderately positive judgement with comparatively little response variability.
JD2 (Judgement 2): Compared to JD1, this item's mean score of 4.31 is marginally higher,
indicating a somewhat more positive judgement. Although it is still within a moderate range,
the standard deviation of 0.874 indicates some variability in the responses.
JD3 (Judgement 3): The mean score of 3.90 for JD3 is lower than for the other items,
suggesting a less favourable judgement. The 0.889 standard deviation indicates a high degree
of response variability.
Conclusion: With a mean score of 4.12 and a standard deviation of 0.778, the judgement is
generally positive with some response variability. Although there is some variation in each
respondent's response, the mean scores indicate that respondents' assessments are generally
favourable across the board. In contrast to the other items, JD3 appears to have a lower mean
score and more variability, suggesting a less consistent judgement.

5.11 Branding (BR) Descriptive Statistics:

S. NO. ITEMS N MEAN STD.
DEVIATION

26
 01 BR1 169 3.88 0.789
02 BR2 169 4.13 0.759
03 BR3 169 4.28 0.879
04 BR4 169 3.96 0.848
05 Branding 169 4.06 0.818

Branding 1 (BR1): The mean score is 3.88, with a standard deviation of 0.789. This suggests
that respondents have a reasonably positive perception of this aspect of branding, although
there is a fair amount of response variability. Branding 2 (BR2): Compared to BR1, this
item's mean score is higher at 4.13, indicating a slightly more positive perception. While not
as high as BR1, the standard deviation of 0.759 still shows some variation in the responses.
Branding 3 (BR3): With an even higher mean score of 4.28, BR3 is perceived as being more
positive. Similar to BR1, the standard deviation of 0.879 indicates some response variability.
BR4 (Branding 4): Showing a somewhat positive perception, BR4's mean score of 3.96 is
marginally lower than that of BR2 and BR3. The moderate variability in responses is
indicated by the standard deviation of 0.848. Branding: The average score is 4.06, with a
standard deviation of 0.818, suggesting that respondents' perceptions of branding are
generally positive with some degree of response variability. The average scores indicate that,
overall, respondents view branding favourably on all items, with individual responses varying
from moderate to high.

5.12 Advertisement (AR) Descriptive Statistics:

S. NO. ITEMS N MEAN STD.
DEVIATION
01 AR1 169 3.77 0.789
02 AR2 169 3.99 0.856
03 AR3 169 4.21 0.777
04 AR4 169 4.01 0.911
05 AR5 169 4.19 0.815
06 AR6 169 4.12 0.703
07 Advertisement 169 4.04 0.808

With a mean score of 3.77 and a standard deviation of 0.789, AR1 (Advertisement 1)
indicates a moderately positive perception of this aspect of the advertisement with a relatively
high response variability. Compared to AR1, AR2 (Advertisement 2) has a marginally higher
mean score of 3.99, indicating a marginally more favourable perception. While not as high as
AR1, the standard deviation of 0.856 suggests some response variability.
With a mean score of 4.21, AR3 (Advertisement 3) has a higher rating and is perceived as
more positive. The 0.777 standard deviation indicates some response variability.
Advertisement 4 (AR4): With a mean score of 4.01, AR4 is still positive but slightly lower
than AR3. The responses appear to be moderately to highly variable, based on the standard
deviation of 0.911.
Advertisement 5 (AR5): With a mean score of 4.19, higher than the other ads, AR5 is
perceived as more positive. The 0.815 standard deviation indicates some response variability.
Advertisement 6 (AR6): With a mean score of 4.12, AR6 is perceived favourably. The

27
moderate variability in responses is indicated by the standard deviation of 0.703.
Advertisement: With a moderate degree of response variability and a mean score of 4.04
with a standard deviation of 0.808, the overall impression of advertisements is generally
positive.
With moderate to high variability in individual responses, the mean scores indicate that
respondents generally view advertisements positively across all items. All advertisements are
still viewed as generally positive, but some (like AR3 and AR5) are perceived more
favourably than others.

5.13 Purchase Decision (PD) Descriptive Statistics:

S. NO. ITEMS N MEAN STD.
DEVIATION
01 PD1 169 4.13 0.608
02 PD2 169 4.25 0.695
03 PD3 169 4.34 0.729
04 PD4 169 4.18 0.718
05 Purchase Decision 169 4.22 0.688

With a mean score of 4.13 and a standard deviation of 0.608, PD1 (Purchase Decision 1)
indicates a moderately positive purchase decision with comparatively little response
variability.
Purchase Decision 2 (PD2): This item has a mean score of 4.25, which is marginally higher
than PD1's, indicating a somewhat more favourable purchase choice. Although there is some
variation in the responses, the standard deviation of 0.695 is still quite low.
PD3: The purchase decision that was made was more favourable, as indicated by its higher
mean score of 4.34. The 0.729 standard deviation indicates some response variability.
Purchase Decision 4 (PD4): With a mean score of 4.18, PD4 is still positive but has a slightly
lower score than PD2 and PD3. The moderate variability in responses is indicated by the
standard deviation of 0.718. Procurement Decision: The average score is 4.22, with a
standard deviation of 0.688, suggesting a generally favourable purchase decision with a
moderate degree of response variability. With moderate variability in individual responses,
the mean scores indicate that respondents, on the whole, make positive purchase decisions for
all items. A comparatively stable perception of purchase decisions across the various items is
indicated by the consistency of the mean scores and the moderate standard deviations.

5.14 Purchase Design and Innovation (PDI) Descriptive Statistics:

S. NO. ITEMS N MEAN STD.
DEVIATION
01 PDI1 169 4.08 0.636
02 PDI2 169 4.19 0.748
03 PDI3 169 4.23 0.852
04 PDI4 169 3.85 0.740
05 Purchase Design and Innovation 169 4.08 0.744

With a mean score of 4.08 and a standard deviation of 0.636, the Purchase Design and
Innovation Item (PDI1) indicates a moderately positive perception of this aspect of purchase
28
design and innovation with comparatively low response variability. Purchase Design and
Innovation II (PDI2): This item has a mean score of 4.19, which is marginally higher than
that of PDI1, indicating a slightly more positive view. Although there is some variation in the
responses, the standard deviation of 0.748 is still quite low. Purchase Design and
Innovation 3 (PDI-3): With a mean score of 4.23, PDI-3 has a higher score and is perceived
as more positive. The 0.852 standard deviation indicates some response variability.
Compared to PDI1, PDI2, and PDI3, PDI4 (Purchase Design and Innovation 4) has a mean
score of 3.85, which is marginally lower. The moderate variability in responses is indicated
by the standard deviation of 0.740. Purchase Design and Innovation: With a mean score of
4.08 and a standard deviation of 0.744, this measure shows that respondents have a generally
positive opinion of purchase design and innovation, with only a moderate degree of response
variability. With some variation in individual responses, the mean scores indicate that
respondents generally have a positive perception of purchase design and innovation across all
items. A reasonably constant opinion of purchase design and innovation across the various
items is indicated by the consistency of the mean scores and the moderate standard
deviations.

29
FINDINGS
The results of the study aid in the development of the potential solutions and a better
understanding of the problem. The objectives supporting the research study have been set by
the researcher based on a national and global evaluation of the literature. Following the
establishment of the objectives, a meticulously designed survey was developed, utilising a
five-point Likert scale to gather answers. The researcher has chosen retail customers for the
study. A total of 169 responses were considered relevant to the inquiry
Demographic Profile

30
Retail customers in Himachal Pradesh’s Kangra District made up the study’s sample. For the
study, 169 respondents in all were selected. The demographic characteristics of the sample
population-gender, age, level of education, monthly income, and product preferences-are
covered in the section.
It was discovered that the sample unit gas a minimum of 70 female respondents and a
maximum of 99 male respondents. Regarding the respondents’ ages, the majority of them 113
into the 18-25 age range. The majority of respondents 62 earns a monthly 19 of respondents
make more than Rs. 76,000 per month than they do below Rs. 25,000. It was deduced that a
maximum of 49 of respondents preferred to purchase branded cosmetics products, while a
minimum of 12 of respondents preferred to purchase branded foot wears and 43 of
respondents preferred to purchase branded food and beverages.
Retail consumers’ opinions of marketers’ use of neuromarketing techniques
Neuromarketing techniques psychologically persuade retail customers to buy a brand. In
order to cultivate brand equity among retail customers, marketers need to adopt an alternative
approach. Utilising these strategies, retail buyers will pick brand over competitors.
Convincing customers to purchase a company’s product because they think it’s the best is the
aim of marketing. The research’s conclusion regarding retail consumers’ perceptions of
marketers’ use of neuromarketing techniques are summarized here. It was found that internet
marketing and advertising have an impact on brand equity and positioning. Additional
investigation indicates that the choice of brand name is impacted by advertising, product
design and innovation, and internet marketing; brand extension is impacted by consumer
choice. Furthermore, it was found that branding and brand recognition is influenced by
purchasing decisions; brand prestige is influenced by branding, product innovation, and
design; and brand association is influenced by advertising and purchasing decisions.

PRACTICAL IMPLICATIONS
In recent years, there have been significant changes in the marketing. In marketing, people
and their needs are given more weight. Since the change in perspective on marketing takes
you to a previously unknown area, a new subfield of marketing known as “neuromarketing”
has emerged. As a relatively new field, neuromarketing offers opportunities offers
opportunities for previously unrecognised data disclosure on consumer preferences and
decision-making. The decision-making process of the most important stages in marketing. As
the consumer gains more knowledge about the product, the importance of the content and the
way it is presented affects their decision-making regarding available options.
The customer’s decision to buy the product is the most important one, but the process doesn’t
end there. The product still needs to be assessed after the customer makes the acquisition.
Consumer decision-making solves problems until needs are met. The goal of neuromarketing
is to ascertain consumer preferences. When choosing advertisements, neuromarketing assists
in ensuring that the essential components are kept in mind for the consumer. One of the
primary benefits of neuromarketing is that it provides marketers with safe data by
streamlining customer interactions by attending to their needs and preferences.
LIMITATONS

31
One of the shortcomings of the study is the noticeably small sample size. Due to time
constraints, only 110 volunteers could be found for the study. Age, gender, and educational
attainment were all well-represented in the sample, but because it was so small, it was
challenging to extrapolate the findings to a large population. The outcomes of this little
sample were unable to accurately represent the study’s external validity. The small sample
size increases the risk of sampling bias and reduces the statistical power to detect small
effects or connections, even if steps were taken to ensure that the sample was representative.
In order to support many aspects of research, such as purchasing equipment and supplies and
covering the costs of data collection, analysis, and publication, financial resources are
frequently required. Many scientific fields rely on specialised instruments, state-of-the-art
technology, and well-researched furnished spaces. This limitation might impede progress and
narrow the scope of potential research subjects.
SUGGESTIONS
This study helps marketers differentiate between the brand-retail customer interaction.
Additionally, they are able to identify the benefits that the partnership provides for the
purchase process. Here are some suggestions derived from the researcher made to help
marketers pinpoint their areas for growth.
It has been observed that retail buyers are more drawn to certain brands of electronic goods.
Due to the growing competition in the electronic industry, retail customers are now
continuously bombarded with information about multiple brands within the same product
category of electronic items. To guaranteed brand fidelity among exiting under such
circumstances, a business may find it extremely costly to cater to retail customers. Because of
this, it is imperative that marketers gain a deeper comprehensive of the elements that
influence brand loyalty, or what leads retail customers to select and stick within a particular
brand of electronics.
One of the hardest things for marketers to do is win over retail customers’ trust. In order to
boast consumer trust in the brand, marketers should evaluate the misconceptions that retail
customers have about using it and seek to clarify them
According to the study, there are a few situations were marketers fail to build a relationship.
A genuine bond that is connected to the brand is formed between marketers and their retail
clients. The outcomes of this relationship with the brand will be consumer loyalty. It will be
easier for marketers to build relationships with retail thanks to these suggestions.

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