Impact of Neuromarketing Stimuli on Impulse Buying Behaviour: A Study of Consumers in Sagar District

The rapid evolution of neuromarketing has revolutionized our understanding of consumer behavior. This study examines the impact of neuromarketing stimuli on impulse buying behavior among 218 consumers aged 18 years and above, selected through convenience sampling techniques. Using a quantitative research approach with structured questionnaires measured on a five-point Likert scale, the research employs Stimulus-Organism-Response (S-O-R) theory to investigate how neuromarketing stimuli influence impulse purchases through emotional responses. Statistical analysis using SPSS reveals significant positive relationships between visual stimuli, auditory stimuli and sensory stimuli with impulse buying behavior. Crucially, emotional responses fully mediate the relationship between auditory stimuli and impulse buying, and partially mediate visual stimuli and sensory stimuli. The total indirect effects through emotional responses account for 71.2% of the overall impact on impulse buying behavior. These findings advance neuromarketing theory in emerging markets and provide evidence-based insights for retailers seeking to optimize consumer engagement strategies in tier-3 Indian cities.