The study explores the impact of neuromarketing on brand perception and consumer behavior in the apparel industry, highlighting how neuroscience can enhance advertisement effectiveness and consumer insight. It employs both qualitative and quantitative methodologies, revealing key findings about demographics, brand loyalty, and the influence of color on purchasing decisions among young consumers. The conclusion emphasizes the ethical use of neuromarketing and its variable effectiveness across different industries.

1. Title of the Study
"Impact of Neuro-Marketing on Brand Perception
and Consumer Buying Behavior for Branded
Apparels in Pune"
Sub – Title
"A Study in the Realm of Consumer Neuroscience"
Authored By:
Dr. Prashant Mishra
Assistant Professor
Global Business School & Research Centre
Dr. D. Y. Patil Vidyapeeth (Deemed to be university), Pune

2. Contents
 Introduction
 Defining Neuroscience
 Literature Review
 Reserach Objectives
 Research Methodology
 Findings & Suggestions
 Conclusion

3. Introduction – Key Points
 Understanding Advertisement Memorability: Neuromarketing investigates the factors that make
certain advertisements memorable, exploring sensory-motor reactions, cognitive and emotional
aspects influencing customer behavior.
 Filtering Ad Overload: With individuals encountering over 3,000 daily advertisements,
neuromarketing recognizes the brain's rapid filtering process, forming initial product perceptions in
just 300 milliseconds.
 Integration of Neuroscience in Marketing: Neuromarketing replaces traditional research methods
by merging consumer behavior and neuroscience, providing valuable insights into the preferences
and needs of individuals.
 Techniques for Consumer Insight: Employing methods such as monitoring heart rate, gauging skin
response, eye tracking, assessing reaction time, and analyzing facial expressions, neuromarketing
helps companies gain deeper insights into consumer behavior.
 Impact on Branding and Market Capitalization: Neuromarketing, as described by Douglas Van
Praet, serves as a crucial tool for businesses to better understand their target demographic and
enhance market capitalization.

4. Defining Neuroscience
 Neuromarketing involves scientifically observing brainwave activity, eye
tracking, and skin response to understand how individuals' brains react to
advertising and other messages associated with a brand.
 Neuromarketing can help businesses:
 Understand consumer needs
 Predict consumer choices
 Improve advertising campaigns
 Develop product designs
 Create pricing strategies

5. Literature Review
 Marketing research strategies have long endeavored to elucidate and anticipate the impact of
advertising initiatives (Morin, 2011). The author investigates the growing acknowledgment among
advertising companies regarding the significance of forecasting campaign effectiveness through brain-
based methods like eye tracking, EEG, or fMRI.
 The use of smells for branding has proven to be quite beneficial, since it transforms the environment
and causes an individual to identify a brand with that specific scent. Blue Papers (4imprint, 2010)
 Roseman's (1991) Appraisal Theory of Emotions, as explained by Bagozzi, Gopinath, and Nyer (1999),
comprehends individuals' positive and negative emotions based on their subjective experiences.
 The goal of a study undertaken by (Mazhar, Daud, Mubin, & Bhutto, 2015) was to learn about the
factors that contribute to a brand's success. The article examines how product packaging influences
consumer purchasing decisions in a section in Karachi.
 The author (Kumar, 2017) also discusses the significance of color, arguing that a color generates
brand identification. Color mapping can help new brands find viable logo colors and ensure brand
distinction in a visually congested marketplace. Individuals associate certain colors with specific
companies, according to his research. For example, Coca-Cola's red conveys stimulant, vividness, youth,
happiness, and vitality, whereas Starbucks' green transmits peace, leisure, youth, staidness, and comfort.

6. Research Objectives
 Explore and Understand the Dynamics of Brand Loyalty in the Fashion Industry
Among the 18-25 Age Group.
 Qualitatively Investigate the Perceived Impact of Colors, Particularly Black, on
Confidence, Dependability, and Grandeur in Fashion Preferences.
 Assess factors influencing brand loyalty, prioritizing product accessibility and price
range, and understanding purchase considerations for loyal or potential customers.
 Explore Gender-Specific Color Associations in Fashion for Neuromarketing Insights.
 Assess the Impact of "Charm Pricing" on Shopping Decisions for Individuals Aged
18-35.

7. Research Methodology
1. Research Methodology: Employed both qualitative and quantitative approaches to
examine objectives.
2. Qualitative Study: Surveyed 140 individuals, dividing it into two sections:
Consumer Behavior and Brand Perception.
3. Insight Examination: Analyzed qualitative insights from respondents, drawing
correlations to the quantitative research.
4. Quantitative Component: Focused on staple characteristics and their associations
with age, gender, and brand loyalty.
5. Qualitative Insights: Offered in-depth understanding of complex themes.
6. Quantitative Analysis: Enabled statistical analysis and hypothesis testing.

8. Key Research Findings
 Demographics and Brand Loyalty:
 Primarily surveyed individuals aged 18-25, with a 63.6% female majority.
 Brand loyalty: 34.3% loyal, 33.6% not loyal, 32.1% unsure.
 Color Association and Purchasing Behavior:
 Black associated with confidence; women prefer it for focus on behavior.
 Product availability and price range crucial for purchasing; diverse options and budget-friendly
choices preferred.
 Influence Factors on Fashion Preferences:
 Price, availability, and social influence impact fashion preferences.
 Emotional connection drives purchases.

9. Contd...
 Discount Perception and Marketing Success:
 50% unaffected by excessive discounts; 10% believe it tarnishes brand image.
 Manyavar's celebrity endorsements and Nike's women targeting showcase effective neuro-
marketing.
 Ad Retargeting and Attention Blindness:
 Majority favor ad retargeting; caution against overuse.
 Attention blindness impacts advertising effectiveness; relevance, appeal, and psychological
strategies enhance results.
 Fad Influence and Brand Recognition:
 55.7% prioritize personal preferences over fads.
 Logo design and color association vital for brand recognition; color psychology influences
emotions.

10. Key Conclusion
 Ethical Considerations in Neuromarketing:
 Emphasizes the importance of ethical and transparent use of neuromarketing.
 Raises concerns about the potential misuse of the "buy button" and advocates for legal
measures.
 Industry-Specific Variation:
 Highlights the need to recognize that the success of neuromarketing may vary across industries
and target markets.
 Stresses the importance of evaluating the associated expenses and resources required for such
studies.
 Value for Understanding Target Audience:
 Acknowledges the valuable insights provided by the neuromarketing study for better
understanding and catering to the target audience.
 Encourages a cautious and transparent approach in leveraging these findings for business
strategies.