Understanding Consumer Behaviour Through Neuromarketing : A Strategic Approach Towards the Mobile Phone Industry
DOI:
https://doi.org/10.17010/ijom/2021/v51/i5-7/161648Keywords:
Neuromarketing
, Consumer Behavior, Strategy, Mobile Phone Industry.Paper Submission Date
, February 4, 2020, Paper Sent Back for Revision, July 13, Paper Acceptance Date, November 18, Paper Published Online, June 25, 2021.Abstract
The mobile phone industry is one of the most booming sectors today. A majority of the tasks can be performed with these devices, and as a result of that, the demand of the electronic gadgets in the market is humongous. Neuromarketing is a relatively unchartered territory wherein organizations are exploring to get the job done within a short period of time. With the help of neuromarketing tools, understanding the consumers’ perception is made possible by implementing certain analytical techniques. Analysis of this data would help immensely to satisfy the demands of the consumers. With this technology, organizations would be able to bring in innovative features in their products, which would attract consumers. Also, with the advent of new technological innovations, consumers want innovative features to be embedded in their products, and this is possible with the help of neuromarketing tools. These tools also help the companies to achieve good results which further help them to achieve a competitive edge over their competitors in the market. This paper aimed at identifying the factors which had a positive impact on the consumer behaviour by the utilization of the neuromarketing tools in the mobile phone industry. Both primary and secondary data were utilized in this paper. Analysis of the data was done through exploratory factor analysis (EFA), confirmatory factor analysis (CFA), and structural equation modeling (SEM) with the help of softwares like SPSS-23 & AMOS-23.Downloads
Downloads
Published
How to Cite
Issue
Section
References
Agarwal, V., Sahoo, R., & Agarwal, A. (2019). A study on factors affecting mobile phone buying behavior in Bhubaneshwar and Cuttack. Indian Journal of Marketing, 49(11), 20–38. https://doi.org/10.17010/ijom/2019/v49/i11/148274
Alexander, J., Shenoy, V., & Yadav, A. (2019). Ethical challenges in neuromarketing : A research agenda. Indian Journal of Marketing, 49(3), 36–49. https://doi.org/10.17010/ijom/2019/v49/i3/142145
Ariely, D., & Berns, G. S. (2010). Neuromarketing : The hope and hype of neuroimaging in business. Nature Reviews Neuroscience, 11(4), 284–292. https://doi.org/10.1038/nrn2795
Batkoska, L., & Koseska, E. (2012). The impact of cognitive learning on consumer behaviour. Procedia–Social and Behavioral Sciences, 44, 70–77. https://doi.org/10.1016/j.sbspro.2012.05.006
Chakraborty, S., Giri, A., Biswas, S., & Bag, M. (2020). Measuring the impact of celebrity endorsement on consumer purchase intention of beauty soap in Indian context. International Journal of Scientific and Technology Research, 9(2), 1019–1022.
Dursun, M., & Goker, N. (2019). A 2-tuple integrated DEA based approach for neuromarketing technology evaluation. Kybernetes, 48(5), 949–966. https://doi.org/10.1108/K-01-2018-0014
Furaiji, F., Latuszynka, M., & Wawrzyniak, A. (2012). An empirical study of the factors influencing consumer behaviour in the electric appliances market. Contemporary Economics, 6(3), 76–86. https://doi.org/10.5709/ce.1897-9254.52
Giri, A., & Biswas, D. (2019). Research methodology for social sciences (1st ed.). Sage Publications.
Giri, A., & Chatterjee, S. (2020). Impact of fluid team performance on strategic HRM : An empirical study in the organized retail sector of West Bengal. Prabandhan: Indian Journal of Management, 13(4), 25–42. https://doi.org/10.17010/pijom/2020/v13i4/151824.
Giri, A., & Pandey, M. (2016). Relationship marketing as an effective promotional tool of yoga marketing in the urban Indian market: An empirical study. Indian Journal of Marketing, 46(5), 42–54. https://doi.org/10.17010/ijom/2016/v46/i5/92488
Giri, A., Biswas, W., & Biswas, D. (2018). The impact of social networking sites on college students : A survey study in West Bengal. Indian Journal of Marketing, 48(8), 7–23. https://doi.org/10.17010/ijom/2018/v48/i8/130536
Giri, A., Chatterjee, S., Biswas, S., & Aich, A. (2020). Factors influencing consumer purchase intention of daily groceries through B2C websites in metro-cities of India. International Journal of Scientific & Technology Research, 9(1), 719–722.
Jordão, I. L., Souza, M. T., Oliveira, J. H., & Giraldi, J. D. (2017). Neuromarketing applied to consumer behaviour : An integrative literature review between 2010 and 2015. International Journal of Business Forecasting and Marketing Intelligence, 3(3), 270–288. https://doi.org/10.1504/ijbfmi.2017.10006047
Kumar, A. H., John, S.F., & Senith, S. (2014). A study on factors influencing consumer buying behaviour in cosmetic products. International Journal of Scientific and Research Publications, 4(9), 1–6.
Kumar, H., Mathur, N., & Jauhari, S. (2017). Consumer’s perception towards neuromarketing in India with special reference to Kano model. International Journal of Research–Granthaalayah, 5(4), 135–142. https://doi.org/10.29121/granthaalayah.v5.i4.2017.1803
Kumar, R., & Kaushal, S. K. (2019). A study of factors affecting consumer behavior towards electronic goods. Indian Journal of Marketing, 49(7), 35–48. https://doi.org/10.17010/ijom/2019/v49/i7/145403
Mehta, B., & Panda, R. (2015). Neuromarketing–Contour between the proximate and the ultimate level of consumer decision making. IFRSA Business Review, 5 (1), 1–5.
Moors, E. H., & Donders, R. (2009). Understanding consumer needs and preferences in new product development : The case of functional food innovations (ISU Working Paper #09.03). https://www.researchgate.net/publication/23970199
Mugge, R. (2018). Product design and consumer behaviour in a circular economy. Sustainability, 10(10), 3704. https://doi.org/10.3390/su10103704
Nair, S. A., & Shanthi, R. (2018). Neuromarketing–A budding technovative marketing strategy. International Journal of Mechanical Engineering and Technology, 9(7), 37–45.
Nandi, S., & Pattanayak, J. K. (2015). Brand loyalty and switching : An empirical study on mobile phone usage among young Indian adults. Indian Journal of Marketing, 45(3), 39–53. https://doi.org/10.17010/ijom/2015/v45/i3/79966
Randall, K., Pekala, N., & Williams, J. (2010). Neuromarketing : When science and marketing collide, pp. 1–13. http://info.4imprint.com/wp-content/uploads/1P-07-0710-July-Blue-Paper-Neuromarketing.pdf
Rodrigues, F. (2011). Influência do Neuromarketingnosprocessos de tomada de decisão (Influence of neuromarketing on decision making processes). Viseu. Psicosoma.
Roth, V. A. (2013). The potential of neuromarketing as a marketing tool (Bachelor's Thesis). University of Twente, The Netherlands. https://essay.utwente.nl/65342/1/Roth_BA_MB.pdf
Sarker, S., Bose, T. K., Palit, M., & Haque, E. (2013). Influence of personality in buying consumer goods–A comparative study between neo-Freudian theories and trait theory based on Khulna region. International Journal of Business and Economics Research, 2(3), 41–58. https://doi.org/10.11648/j.ijber.20130203.12
Savita, U., & Sheoran, U. (2020). Preferences and behavior towards E - gadgets : A study of consumers in Chandigarh. Indian Journal of Marketing, 50(5–7), 22–34. https://doi.org/10.17010/ijom/2020/v50/i5-7/153071
Telang, V., Sharma, S., Panga, M., & Dubey, A. (2018). Neuromarketing–An emerging concept. International Journal of Computer Sciences and Engineering, 6(9), 83–87. https://doi.org/10.26438/ijcse/v6si9.8387
Victor, V., Thoppan, J.J., Nathan, R.J., & Maria, F.F. (2018). Factors influencing consumer behaviour and prospective purchase decisions in a dynamic pricing environment–An exploratory factor analysis approach. Social Sciences, 7(9), 153. https://doi.org/10.3390/socsci7090153
Yeoh, J. P., & Allan, D. (2020). Sounds like chicken : Sensory marketing and sound effects. Indian Journal of Marketing, 50(8–9), 19–31. https://doi.org/10.17010/ijom/2020/v50/i8-9/154689
