محفوظ في:
| المؤلفون الرئيسيون: | , |
|---|---|
| التنسيق: | Recurso digital |
| اللغة: | |
| منشور في: |
Zenodo
2026
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| الوصول للمادة أونلاين: | https://doi.org/10.5281/zenodo.19607007 |
| الوسوم: |
إضافة وسم
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جدول المحتويات:
- <p><strong>Abstract</strong><br>In recent years, neuromarketing has emerged as an innovative approach that integrates neuroscience with marketing to better understand consumer decision-making processes. This study examines the impact of neuromarketing techniques in influencing retail purchase decisions among consumers in Mumbai Suburbs. The research focuses on key neuromarketing stimuli such as visual merchandising, sensory cues (sound, scent, and lighting), emotional branding, and in-store promotional triggers, and evaluates their impact on consumer attention, perception, and buying behavior. A descriptive and analytical research design is adopted, using primary data collected from urban retail consumers through structured questionnaires and observational insights. The study analyzes how subconscious cognitive and emotional responses shape purchase intentions in organized retail environments. Findings indicate that neuromarketing techniques significantly enhance consumer engagement and positively influence impulse buying and brand recall among urban shoppers. The research highlights the growing relevance of neuroscience-based marketing strategies in highly competitive metropolitan retail markets like Mumbai Suburbs. The study contributes to academic literature by offering empirical evidence on consumer behavior in an emerging market context and provides practical insights for retailers seeking to design more effective, consumer-centric marketing strategies.<br><strong>Keywords:</strong> Neuromarketing, Retail Purchase Decisions, Consumer Behavior, Visual Merchandising, Emotional Engagement, Mumbai Suburbs.</p>