THE VEILING PART OF NEUROMARKETING IN DEVELOPING BRAND PREFERENCE IN FMCG SECTOR: A CONCEPTUAL STUDY

Neuro Marketing

In the prompt and dynamic scenario of the Indian corporate, many organizations would always need to understand the customer’s perception towards their products. This study is initiated by the researcher; Since Neuromarketing focuses on relationship between consumer’s subconscious mind and the behavior. those are the factors that decide the brand preference. FMCG sector in India is highly brand oriented, so application of neuromarketing in FMCG sector would help the marketing experts to make better use of their brand decisions. Neuromarketing can consequently be defined as a new branch of marketing, based on the techniques resulted from neurosciences for a better identification and understanding of the cerebral mechanisms that fundament the consumer’s behavior, in the perspective of increasing the efficiency of the commercial actions of companies. Since the beginning of the 1990s, there has been huge progress, as attested by the contribution of the two doctors – the American Paul Lauterbur and the British Peter Mansfield - by their imagery technique of magnetic resonance. Here the researcher indicates the two dimensions of minds i.e. conscious and sub-conscious mind. Those are the deciding factors in the brand preference of a customer so by understanding conscious and sub-conscious mind the marketer may come to know about the factors that decide a customer’s preference of brand. Human brain is the most complex structure/system known to mankind. Understanding and explanation of its functioning in relation to very dynamic modern life represents a formidable challenge. Literally every day, however, the researchers learn more about the mysteries of the mind. So applying he neuromarketing in the field of FMCG may trigger the marketers in this field to grab the consumer’s mind and make them a loyal customer to a particular brand.

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