INFLUENCE OF NEUROMARKETING TECHNIQUES ON CONSUMER BUYING BEHAVIOUR IN COIMBATORE

In an era where market competition has intensified across virtually every product category, organizations have progressively shifted their advertising focus toward strategies that engage consumers at a deeper psychological and emotional level, recognizing that purchasing decisions are rarely driven by logic alone.Neuromarketing has surfaced as a transformative interdisciplinary domain that draws upon the principles of brain science and applies them within marketing contexts, equipping both academics and industry practitioners with the capacity to uncover the hidden cognitive and emotional mechanisms that are activated when consumers encounter advertising content.Against this backdrop, the current investigation was undertaken with the specific aim of exploring how neuromarketing-related psychological techniques shape and direct the buying decisions of consumers residing in Coimbatore.The study was structured around a descriptive research framework, and quantitative primary data were systematically gathered from a sample of 60 participants by administering a well-structured questionnaire instrument.The resultant data were subjected to a comprehensive battery of statistical procedures, encompassing Percentage Analysis, Chi-square Testing, One-way Analysis of Variance, Pearson Correlation, and Simple Linear Regression, all of which were applied to uncover the nature and strength of relationships existing among consumer awareness, attentional engagement, emotional responsiveness, memory retention, and purchasing behavior.The analytical outcomes demonstrated that emotional engagement functions as a robust and statistically validated predictor of both brand recall capacity and actual consumer buying behavior.Additionally, the study identified a significant and positive directional relationship between attentional focus, emotional activation, and the propensity of consumers to successfully recall brands.On the basis of these findings, the study arrives at the conclusion that neuromarketing techniques wield a substantial and statistically significant influence over the purchasing behavior of consumers in the Coimbatore market.