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INTERNATIONAL JOURNAL OF SCIENTIFIC DEVELOPMENT AND RESEARCH International Peer Reviewed & Refereed Journals, Open Access Journal ISSN Approved Journal No: 2455-2631 | Impact factor: 8.15 | ESTD Year: 2016 open access , Peer-reviewed, and Refereed Journals, Impact factor 8.15 |
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| Paper Title: | A Systematic Literature Review on Neuromarketing- A new Horizon of Marketing |
| Authors Name: | Aradhita Deb |
| Unique Id: | IJSDR2103025 |
| Published In: | Volume 6 Issue 3, March-2021 |
| Abstract: | In the last few years, Neuromarketing has moved from a promise to reality, although with ups and downs. Earlier traditional marketing research methods and strategies were used to analyze and study the consumer Behavior. But in some cases it has seen that the result is not that much effective and efficient. Now-a-days consumers are getting exposures to various information. It can be happened due to the exposure to the extensive use of advertisement, direct marketing or sales promotion. Therefore the wide availability of information makes a significant difference for the evaluation of products, selection of the product or decision making from the customer perspective. Therefore only by using the traditional marketing strategies were not enough to understand and study consumer behavior. In order to gain the competitive advantage and to sustain and grow in the intensified competitive market, market researchers began to work with the neuroscience. The application of neuroscience techniques helps the market researchers to understand and analyze various human activities which are related with the attitude formation, perception, learning or memory. The combination of neuroscience and traditional marketing strategies can give the results of studying consumer behavior which are more effective and efficient. This paper aims to do a systematic literature review from some of the National and International research papers in order to understand what kind of application of neuroscience has been done till date and what can be done in future. |
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| Cite Article: | "A Systematic Literature Review on Neuromarketing- A new Horizon of Marketing", International Journal of Science & Engineering Development Research (www.ijsdr.org), ISSN:2455-2631, Vol.6, Issue 3, page no.181 - 191, March-2021, Available :http://www.ijsdr.org/papers/IJSDR2103025.pdf |
| Downloads: | 000337070 |
| Publication Details: | Published Paper ID: IJSDR2103025 Registration ID:193010 Published In: Volume 6 Issue 3, March-2021 DOI (Digital Object Identifier): Page No: 181 - 191 Publisher: IJSDR | www.ijsdr.org ISSN Number: 2455-2631 |
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