Volume : 10, Issue : 7, JUL 2024

A STUDY OF THE PERCEPTION OF MARKETEERS OF SOUTHERN RAJASTHAN ON NEUROMARKETING

RIYA GARG, DR. MADHU MURDIA, PURVI KOTHARI

Abstract

Purpose – The study's key objective is to identify the perception of marketers of Southern Rajasthan on the concept of Neuromarketing.

Design/methodology/approach – Primary data was gathered from 153 respondents who are marketers from any segment in Southern Rajasthan. The study used descriptive and exploratory research design and primary data collection method through Likert set.

Findings – The results revealed that the respondents are well aware of the concept and use their skills to read the customers' minds and make manipulations to create emotional pathways wherever necessary. The paper gave strong results that are alarming and, at the same time, true to be learned by all of us.

Research implications – The research theme is very apt as there is no such related literature on exactly the title, which makes it all the more unique, interesting and exclusive.

Originality/value – The data collection was done using a structured questionnaire on a primary basis and the write-up is based on the findings from data collection and the researcher’s personal opinion.

Keywords

NEUROMARKETING, MARKETEERS, EMOTIONAL PATHWAYS.

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