Indian Journal of Marketing

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Understanding Consumer Behaviour Through Neuromarketing : A Strategic Approach Towards the Mobile Phone Industry


Affiliations
1 Assistant Professor, Department of Business Administration, Haldia Institute of Management, Haldia - 721 657, West Bengal, India
2 Associate Professor, School of Management & Social Science, Haldia Institute of Technology, Haldia - 721 657, West Bengal, India
     

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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.

Keywords

Neuromarketing, Consumer Behavior, Strategy, Mobile Phone Industry.

Paper Submission Date : February 4, 2020 ; Paper Sent Back for Revision : July 13, 2020 ; Paper Acceptance Date : November 18, 2020 ; Paper Published Online : June 25, 2021.

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  • Understanding Consumer Behaviour Through Neuromarketing : A Strategic Approach Towards the Mobile Phone Industry

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Authors

Satakshi Chatterjee
Assistant Professor, Department of Business Administration, Haldia Institute of Management, Haldia - 721 657, West Bengal, India
Arunangshu Giri
Associate Professor, School of Management & Social Science, Haldia Institute of Technology, Haldia - 721 657, West Bengal, India

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.

Keywords


Neuromarketing, Consumer Behavior, Strategy, Mobile Phone Industry.

Paper Submission Date : February 4, 2020 ; Paper Sent Back for Revision : July 13, 2020 ; Paper Acceptance Date : November 18, 2020 ; Paper Published Online : June 25, 2021.


References





DOI: https://doi.org/10.17010/ijom%2F2021%2Fv51%2Fi5-7%2F161648