Journal of Marketing and Sales Management

Authors:- Dr. Soma Nath, Sakshi Kanodia

Abstract:- ‘Neuromarketing’ uses the study of neuroscience to understand the consumer and marketing strategies. Neuromarketing has played an increasingly important role in the field of marketing. The usage of this strategy has seen a boost in sales, brand image, purchase rates and customer loyalty of various companies. This paper aims at establishing a relation between colour as a major factor of neuromarketing and consumer behaviour and provide recommendations to the marketers so that they can benefit from this tendency of consumers. Companies have been using a substantial portion of their budget in neuromarketing to understand the consumer behaviour, urge consumers to buy their products and lure them into the stores using human tendency and psychology.

Keywords:- Neuromarketing, Colour, Consumer, Consumer buying Behaviour, Marketer, Consumer Response, Marketing.