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AN EMPIRICAL STUDY OF MARKETING PROFESSIONALS AND

MARKETING ACADEMICIANS PERCEPTION ON

NEUROMARKETING

ARUN KAUSHAL 1 DR.ANKIT SAXENA

2 SHIVAM BHARDWAJ

3

1 Assistant Professor, Institute of Business Management, GLA University, Mathura

2 Assistant Professor, Institute of Business Management, GLA University, Mathura

3Assistant Professor, Institute of Business Management, GLA University, Mathura

ABSTRACT

Purpose: Primary purpose of this research paper is to made an attempt for understanding he

perception of marketing professionals as well as marketing academicians towards Neuromarketing .

Further contributing factors for developing such perception had also be explored to understand

insights of this emerging medical Science concept Neuromarketing

Design/Methodology/approach: The data has been collected from 140 Respondents composed

of Marketing Professionals and Marketing Academicians by purposive Sampling. Researchers wanted

to map the perception of marketing professionals as well as academicians for neuromarketing so that

integrative models and mechanisms can be formulated to understand the core psychological process

adopted by customer for buying process.

Themes: Understanding of key indicators or insights related to Neuromarketing by directly related

stakeholders i.e. Marketing Professionals and Marketing Academicians

Findings: Present research concludes that perception of Marketing Professionals and Marketing

Academicians towards Neuromarketing is mainly influenced by Curiosity and willingness of

Participation followed by Familiarity and Consciousness, Function and prospect of Neuromarketing,

Consequence towards Medical Science and devices.

Practical Implication: The paper will be helpful in rising and solving key issues related

Neuromarketing which are experienced by experts and Social Science persons when in real life

scenario they are confronted with consumer psychology.

Originality/value: The paper establishes the relationship between the variables and the constructs in

an empirical way and analyzes these components on scales developed by researchers.

Keywords: Neuromarketing, Perception, Consumer Psychology, Social Science Experts

Introduction

In 21st century, it is hard to distinguish consumers based on the traditional segmentation approaches

because customer psychology for purchasing is influenced by the multiple exposures such as

organized retail sector, media, internet etc. So the business organizations are in quite dilemma about

the influencing mechanism which finally facilitates the customer for his / her final purchase decision.

The prime marketing concept lies in the fact that marketers must develop a product for consumers that

can be sold to them instead of trying to sell irrelevant things to customers. It is the key reason why

INTERCONTINENTAL JOURNAL OF MARKETING RESEARCH REVIEWISSN:2321-0346 - ONLINE ISSN:2347-1670 - PRINT -IMPACT FACTOR :4.311VOLUME 5, ISSUE 4, APRIL 2017

An Open Access, Peer Reviewed, Refereed, Online and Print International Research Journalwww.icmrr.org 28 [email protected]

need and wants of customers are the prime objectives of marketing research. However there is always

difference between what they actually think and what they say they think. Companies can thus

produce a more efficient marketing strategy which would be based on decisions that consumers takes

while buying something. All this resulted in the origin of new concept- Neuro marketing, which is a

fusion of Neuroscience, clinical psychology and economy. By analysis of brain activity,

neuromarketing transforms the techniques of clinical psychology and neuroscience, to know what we

thought about different advertisements, products and related brands.

Marketing officials are expecting that would be able to perform much better with the findings of this

concept. Apart from this neuromarketing would aid in marketing research. Neuromarketing is related

with another academic concept known as neuroeconomics and it evolved before the neuromarketing

concept (Lee et al, 2006). Neuroeconomics is the ability of economist to account different aspects

when taking an economic decision. Even today it is doubted that neuromarketing and neuroeconomics

are two separate concepts independent from each other (Fisher et al 2009). Neuromarketing is the

fusion of neuroscience and marketing practices. Neuromarketing concept was coined 1990 initiated by

Richard Dawkins emphasized on “meme”, unit information stored in the brain, and the Zaltman

Metaphor Elicitation Technique (ZMET) are the first neuroscience concepts used for understanding

the consumer‟s mind.

It implements the application of imaging technology fMRI, PET (Positron Emission Tomography),

MEG (Magneto encephalography), EEG (Electro emcephalography), and GSR (Galvanic Skin

Response)) to record the brain response for various factors such as images, smell, touch, etc. and

mapping of different emotions (Lee et al. 2009 p: 199, Arussi 2009).

Generally qualitative researches are carried out through in depth interviews and focus groups.

Qualitative research is appropriate to explore what the target customers think, but results are not

generalized through this research method. On other side quantitative research is a comprehensive one

so it employs broader sample (by e-mails, internet and phone calls) that represents an entire group that

is being researched. It is unable to provide depth knowledge which on other hand is provided by

qualitative research.

Every approach has some disadvantages attached to it, in quantitative research respondents and their

responses are sometimes forced which might not fit into it. On other side qualitative research

concentrates too deeply on a person results and thus fails to connect to wanted causes of the results.

Thomas (2010) said that both quantitative as well as qualitative research are necessary because they

are interdependent to each other, but as normally quantitative data contain numbers and qualitative

data contain words, some researchers considers that one is more scientific in comparison to other.



Relationship of Consumer Brian parts and Consumer Buying Process:

Above Exhibit reveals the information that Frontal Lobe part of the consumer brain facilitates to

make decision about various stimuli to which consumer is exposed. For making effective final

purchase decision Temporal Lobe contribute for hearing, assessment of emotional language and

retaining information in memory. When a consumer makes any decision frontal lobe is also governed

by Parietal Lobe where reception and processing of sensory information from body is collected and

then communicated to Frontal Lobe so that better decision making for purchase can be done. Right

Ventral

Striatum works as stimulator for rewards decision related to negative activities. So it can be concluded

that main contributors of consumer brain which facilitates to make final purchase decision is mainly

governed by Frontal Lobe, Temporal Lobe, Parietal Lobe and supporting role is done by Right

Ventral

Striatum, Occipital Lobe and hippocampus long term memory.



Research work in the area of Neuromarketing techniques were initiated at Harvard and Emory where

an attempt were made to understand the working mechanism of human brain through which Neuro

Scientists can get an idea about consumer brain which normally guide human being to process the

information for buying any product and services .

Bridge House as Initiator for corporate clients: With growing application of Neuromarketing ,

Various corporate entities had approached no of universities to Conduct Neuro Marketing research

study in order to increase their sales revenues . Emory University‟s neuromarketing research center,

BrightHouse Institute for Thought Sciences (BrightHouse) was one of the earliest

Neuroscience research organizations that scanned the brains of consumers to aid corporate

Clients. BrightHouse alone had a vast number of top corporate clients such as Coca- Cola, Home

Depot and Procter & Gamble (Source: http://thinkbrighthouse.com)

Reviews of Literature: Literature reviews reveals the insights understanding of the proposed

research paper in which researchers can get the idea about previous work which had been done by the

different researchers in related area. At initial level, in context of present research paper following

reviews has collected from the various referred national as well as international journals

Agrawal , Sharad .Dutta , T (2015) studied the interlink age of Neuromarketing and consumer

neuroscience for better understanding of customers psychology used for purchase decisions .The

results revealed that systematic mechanism need to be explored which can integrate the thought

processing and action behavior of customers for buying .



http://thinkbrighthouse.com/

Zară I.A. and M.(2013) identified various schemes can be used for neuromarketing which facilitates

the marketing professionals for better understanding of consumer behavior .the results reveled in this

research explored schemes such as MYND(a dry wireless handset), Labiometrics (Bio Navigator, and

it records brain waves and galvanic skin response.

Lehmann & Reimann(2012) assessed that the involvement of customer is very high if the products

when customers have sufficient time to purchase any product due to maximum participation of brain

or cognitive part of altitude for assessment of available alternatives results into final purchase .

Van der laan et. al.(2012) studied how do packaging design effect the selection of food material. The

study revealed that the packaging plays a vital role in convincing about the level of nutritious and fat

content of product. Colours most chosen were green, white and blue.

Levy et al(2011) studied that consumer desire during passive viewing in this research work and

concluded that the brain parts that responsible for value and desire gets active in both cases of choice

and non choice.

Vance & Virtue (2011) studied that extent right and left hemispheres of brain are impacted by known

slogans. The research showed that how consumers reacts towards the content of advertisement. Also it

showed that pre knowing the brand have more influence on right hemisphere and impacts the decision

of left hemisphere.

Vecchiato et al (2011) attempted to study the impact of frontal activity when customers see TV

advertisement. Results of the study concluded that the prefrontal and left areas are largely activated

when the participants got pleasant feeling after seeing advertisements,

Daimler and Chrysler (2010) studied how different customers react towards different types of cars.

Research showed that for customer a car is more than a object on four wheels. Also the brain area was

more active when showed a sports car.

Limbio Business (2010) studied the effect do gosser beer advertisement has on brain and concluded

that TV advertisement of grosser beer presents an alluring image with higher synergy. Involvement of

conscious and sub-conscious brain is identified.

Krienen et al(2010) examined the reaction of medial prefrontal cortex towards making friends.

Results revealed the information that Brain parts along the frontal midline are highly involved in

social recognition.

Jiri Herian&Petr Milacek(2007) explored about impact of Tv programs. The outcome of research

was that a tv program results in activation of particular part. It also showed how brain works when

anyone watch TV.

Geema Calvert (2007) examined what impact do the health related warnings on cigarette packs

have? It was concluded that warning present on packs doesn‟t have any negative impact on users.

Plassmann et al.(2006) studied actual neural activity for brand loyalty. Research showed that the

loyal consumers have activations in brain parts that are associated with reward when they are

provided with their brand of their choice.

Yoon et al. (2006) examined the similarities that are there between brand personality and person

personality. Study showed that person‟s and brand personalities are handled differently in brain.



Personalities of brain are handled in part where recognition of object is handled and personalities of

person are a part which is responsible for awards.

McClure et al. (2004) studied the impact brand knowledge have on flavour perception of sensorial

same products. The study showed that it depends on knowledge of brand provided to the subject;

different parts got active post utilization of soft drink. As it is believed that his favourite company

becomes the soft drink, part of brain associated with reward got active.

Need and Objectives of the Study: Neuro Science creates revolution in the medical science domain.

Medical Specialists especially Neuro science experts have developed latest techniques which can

facilitates business world professionals to understand consumer psychology which is mainly the main

research area for consumer behaviour now a days . Application of Neuro Marketing concept can

provide an appropriate platform to the marketing professionals to craft appropriate strategy for

targeting their identified segment of the market .Although a lot of discussion is going on for

application of Neuromarketing concept in Corporate world especially in major corporate giants such

as Pepsi , Motorola, Hyundai and Coke etc yet marketing professionals and marketing academicians

are at infancy stage for Neurmarketing Application. Though present research paper had made an

attempt to understand the perception of marketing professionals as well as marketing academicians

towards Neuromarketing . Further contributing factors for developing such perception had also be

explored to understand insights of this emerging medical Science concept Neuromarketing

Research Methodology

Type of research - Descriptive research

Sampling technique - Purposive sampling: Researchers have used purposive sampling

because main focus is to collect the information from marketing academicians and marketing

professionals only.

Sample Locale : Marketing Professionals and Marketing Academicians from Agra , NCR

and New Delhi

Sample size - 140 Respondents composed for Marketing Professionals and Marketing

Academicians

Data collection tools -

For primary data – It was collected through the questionnaire.

For secondary data – It was taken from the research which are already been published in

past.

Scaling technique – Likart scale ranges from 1 strongly disagree to 5 strongly agree.

Data analysis tool – Descriptive Statistics and Exploratory Factor analysis with the help Of

SPSS. 22

Data Analysis and Interpretation: In this phase to reveals relevant information, researchers have

analyzed the collected data, descriptive statistics is as follows:

Normality Test for Data: For applying any kind of statistical test on the collected data in case of

primary data, normality test is essential as it is the main assumption for parametric testing. Normality

can be assessed by two ways: Graphically as well as understanding numerical values. Table below

shows the results from two recognized tests of normality, namely the Kolmogorov-Smirnov Test and

the Shapiro-Wilk Test. The Shapiro-Wilk Test is more appropriate for small sample sizes (< 50

samples), but can also handle sample sizes as large as 2000. Due to this consideration, Shapiro-Wilk

test is used to assessment of normality as numerical means of assessing normality is done in this study



Table 1

Kolmogorov-Smirnova Shapiro-Wilk

Visitor's

Perception

Statistic df Sig. Statistic df Sig.

0.084 500 0.281 0.975 500 0.255

a. Lilliefors Significance Correction

Table shows that data is normally distributed with significant level of .255. As standard rule, if the

significance value of the Shapiro-Wilk Test is greater than 0.05, the data is normal. If it is below 0.05,

the data significantly deviate from a normal distribution.

CALCULATION OF MEAN AND STANDARD DEVIATION:

Researchers have calculated the mean of each questionnaire in terms of fulfilling our first objective

by getting the perception of both the parties.

Table 1

No

QUESTIONNAIRE ITEMS

ACADEMICIANS MARKETING

PROFESSIONALS

M SD M SD

1 Your Awareness about Neuromarketing is

satisfactory

3.72 .587 3.63 .486

2 Your Knowledge and understanding about

Neuromarketing

3.63 .592 3.51 .503

3 Neuromarketing is a new and more scientific way

to research in consumer related research

3.93 .861 3.88 .587

4 Paying more attention to Neuromarketing in future 3.72 .773 3.91 .707

5 The unifying role of Neuromarketing between

marketing and medical science

3.53 .712 3.76 .550

6 Neuromarketing techniques are ethical 3.57 .688 3.43 .798

7 High cost of Neuromarketing research 3.72 .676 4.03 .622

8

Difficulties finding participants in

Neuromarketing research

3.72 .773 3.72 .750

9

Neuromarketing is a manipulative way

to sell unnecessary goods and services

2.92 .852 2.96 .871

10

Including young people as participants in


3.60 .548 3.53 .610

11

Side effects of medical devices on participants

in Neuromarketing research

3.64 .589 3.74 .589

12 Exciting experience for participants 3.71 .615 3.76 .550

13 Interesting experience for participants 3.67 .628 3.84 .563

14

Intention to include Neuromarketing

subject in the research

3.90 .772 4.13 .771



Interpretation:

Table 1 represents the mean score of individual variable for academicians and professionals. It was

found that the variable „Neuromarketing is a new and more scientific way to research in consumer

related research had the highest mean (3.93) among academicians. On the other hand, the „Intention

to include Neuromarketing subject in the research‟ statement had the highest mean (4.13) among

professionals. The variable „Neuromarketing is a manipulative way to sell unnecessary goods and

services‟ contains the lowest mean for both academicians and professionals. Data also revealed that

the awareness level of academicians is high with mean of (3.72) as compared to professionals with

mean (3.63). High cost of Neuromarketing research is the strongest variable which reveals this

information that marketing professionals are fully in support for this variable (mean value = 4.03)

that if corporate marketing experts want to apply this concept in their companies then they have to

bear high cost foe its application .

Reliability test For Scale

The reliability test is used by researchers to ensure whether the formulized evaluate scales

(questionnaire) are reliable or not. The reliability test tells the relationship between individual items in

the scale. It simply meant how one variable is related to each other. It tells the inter-consistency of all

the variables in the questionnaire. Reliability of the datasheet is done using SPSS (Version 20). In

here all the scaled items from datasheet are selected for performing the reliability test. Table 3 shows

the Reliability Statistic for the datasheet.

Table 2

From the above table, it can be seen that the value for Cronbach‟s Alpha is 0.684 which in turn can be

considered as 68.4%. It merely concludes that our questionnaire is 65.3% reliable for proceeding to

further analysis. This 68.4% of reliability is of 14 scaled variables taken from the questionnaire.

Hence, we can say that these 14variables are 68.4% correlated to each other.

Now since, the reliability for our data is an appropriate (acceptable) value; so study had proceed for

further analysis i.e. in order to complete the Objective 1 of our research, researchers had performed

an Exploratory Factor Analysis. Continuing same, analysis and interpretation will continue as per the

objectives.

Exploratory Factor Analysis

Exploratory Factor Analysis is a statistical instrument that performs a multivariate analysis and helps

a researchers to explore the variable and form the constructs. Exploratory factor analysis is a

dimension reduction method through which variables are reduced to a limited number of

factors/constructs. Constructs is formed by identifying underlying variables that explain a correlation

pattern among observed variables. According to factor analysis, these construct then explains the

variances that occurs in dependent variable. In conclusion we can say that exploratory factor analysis

identifies construct on the basis of total variances in dependent variable they explain. Basically these

constructs are nothing but a combination of variables from the questionnaire. Further, the naming of

these constructs are fully subjected to researcher‟s perspective.

Reliability Statistics

Cronbach's

Alpha

N of Items

.684 12



KMO and Bartlett’s test of Sphericity

To perform Exploratory Factor Analysis, it is necessary to determine sample size adequacy which can

be calculated using Kaiser-Meyer-Olkin Measures of sampling adequacy. According to Rule of

Thumb, the value above 0.577 of the Kaiser-Meyer-Olkin, abbreviated as KMO value, is acceptable

for appropriateness of factor analysis. From table 4. KMO value is 0.794. it means that the sample

size of our datasheet is 66.4 % adequate for conducting the factor analysis.

Table 3

Kaiser-Meyer-Olkin Measure of

Sampling Adequacy.

.664

Bartlett's

Test of

Sphericity

Approx. Chi-Square 353.973

Df 91

Sig. 0.000

Bartlett‟s test of Sphericity is applied to find intra-correlation of variables in a population matrix.

Bartlett‟s test of Sphericity verifies the correlation between the variables. It actually checks the

correlation through identity matrix, note that having an identity matrix meant no correlation at all in

between the variables of the population. The null hypothesis for Bartlett‟s test of Sphericity can be

defined as follows for the datasheet.

HO: There is no significant correlation in between the variables of the population.

H1: There is a significant correlation in between the variables of the population.

From Table, the significant value for the datasheet is .000 which is less than 0.05; therefore, we are

rejecting the null hypothesis (HO). This implies that alternative hypothesis is accepted i.e. the

variables in the study are significantly correlated with each other.

Now that the variables in study have passed the KMO and Bartlett‟s test of Sphericity, it means that

the factor analysis for the datasheet is appropriate. In here the constructs have been extracted through

factor analysis based on Eigen Value (i.e. greater than 1). Various constructs that have been extracted

with their factor loading, total variance and cumulative variance are shown in Table 5. There are a

total of 8 constructs extracted.

Summary of Extracted Factors affecting Perception for Neuromarketing

Table 4

Extracted

Factor

Statements Factor

Loadings PVE CPTVE

Curiosity and

willingness of

Participation

(F1)

Exciting Experience for Participants 0.84

23.320

% 23.32%

Interesting experience for participants 0.804

Including young people as participants in

Neuromarketing Research

0.594

Familiarity and

Consciousness

(F2)

Yours Knowledge about Neuromarketing is

satisfactory

0.863

13.337

% 3 6.65%

Yours Awarness about Neuromarketing is

satisfactory

0.839



Function and

prospect of

Neuromarketing

(F3)

Neuromarketing is a new and more

scientific way to research in consumer

related research

0.759

11.625

% 48.28% Paying more attention to Neuromarketing in

future

0.736

The unifying role of Neuromarketing

between marketing and medical science

0.610

Consequence of

Medical Science

and devices (F4)

Intention to include Neuromarketing

subject in the research

0.754

9.942% 58.22% Side effects of medical devices on

participants in Neuromarketing research

0.734

Ethical

Delima(F5)

Neuromarketing techniques are ethical 0.840

8.516% 66.74% Difficulties finding participants in


0.687

*PVE (Percentage of Variance Explained), * CPTVE (Cumulative Percentage of Total Variance

Explained)

Total Variance Explained In factor analysis gives an overall fitness of factor model by using the

extracted factors. Total variance explained summarizes degree of factor model fitness with the help of

constructs extracted from the datasheet. Basically it provides an explanation to the variance using

constructs. Higher the Total Variance Explained, more the degree of factor model fitness. More the

variance is explained, lesser the variance is unexplained and less error is generated.

From Table 5, total variance explained (cumulative variance) is 66.74%. It means that the constructs

are explaining a total of 66.74% of variance, which is adequate enough to consider it appropriate. The

major variance explanation is given by Curiosity and willingness of Participation and Familiarity and

Consciousness as 23.32% and 13.337 respectively.

Interpretation of Extracted Factors

(F1) Curiosity and willingness of Participation: It is explained with the help of three items such as

Exciting Experience for Participants, Interesting experience for participants and including young

people as participants in Neuromarketing Research. From extracted can be understood that perception

of the marketing professionals and marketing academicians is mainly influenced by the zeal and

interest of the concerned parties provide an idea to companies that corporate entities should formulate

an policy for conducting appropriate workshops and seminars to the marketing professionals through

which they can understand the neuroscience in detail manner which finally will facilitates to

understand customer psychology for effective marketing strategy in today competitive and dynamic

business world .

(F2)Familiarity and Consciousness: It is explained by two items such as Yours Knowledge about

Neuromarketing is satisfactory and Yours Awarness about Neuromarketing is satisfactory. After

exploring this factor an idea can be generated that participants have appropriate knowledge about

Neuro marketing conceptually but there are very much conscious to envision its applicability in real

life situation where customers can be exposed to various tools of Neuro Science so that root cause of

behaving in particular situation in particular manner by customer can be explored in better way.

(F3)Function and prospect of Neuromarketing: It is explained by three items such as

Neuromarketing is a new and more scientific way to research in consumer related research, paying



more attention to Neuromarketing in future and the unifying role of Neuromarketing between

marketing and medical science.

(F4) Consequence of Medical Science and devices: The contributing variables this factor are

Intention to include Neuromarketing subject in the research and Side effects of medical devices on

participants in Neuromarketing research. It can be understood form stated factor that perception of the

respondents also suggest that professionals and academicians are also consider that whether

application of Medical Science devices will creates any harm to the participants or not . This shows

marketing professionals as well as academicians are very to understand the pros and cons of

application aspect of Neuromarketing .

(F5) Ethical Delima: Contributing variables to explore this construct or factors are Neuromarketing

techniques are ethical and Difficulties finding participants in Neuromarketing research. Stated factor

also portraits honestly and concern of marketing professionals as well as academicians about usage of

Neuromarketing in their working culture as they are in quite delima about if this neuro Science

Concept will be applicable how they influence the psychology of the consumers as well as working

professionals of this related field .

General Discussion: Neuro marketing as emerging tool for modern business marketers provide

insights in to human thought processes and functionality of human brain in different situation (

Taiher, 2006).However , marketing professionals should keep this fact in their mind that current

Neuromarketing systems are at initial stage in their application mode so fundamental research is

essential to facilitates an application of these techniques in marketing domain ( Plassmann, kening &

ahlert, 2007) .So the aim of current research paper was to explore the perception of marketing

professionals as well as academicians as they will play important role in this emerging area in coming

, dynamic business world . Exploratory factor analysis provide some idea about thought process of the

various parties such as marketing professionals and marketing academicians (what they think and

how they perceive ) about neuromarketing which surely will facilitate the future researchers to debate

on this topic. Further descriptive mean values regarding options of marketing professionals and

marketing academicians. About Neurmarketing reveals important information that (4.13) mean about

„Intention to include Neuromarketing subject in the research‟ among marketing professionals provide

an idea that corporate marketing professionals are very keen to explore this research area as it will

facilitates to them for mapping their strategic move according to the changing consumer psychology .

Results also explains that high cost of “Neuromarketing research” is the strongest variable which

marketing professionals consider when they reveals their perception about neuromarketing as (mean

value = 4.03) of this variable is very high. At this point of time , Brain Scanning, the application of

imaging technology fMRI, PET (Positron Emission Tomography), MEG (Magneto encephalography),

EEG (Electro emcephalography), and GSR (Galvanic Skin Response)) to record the brain response

are very costly but in future with proper collaboration with Neuro Science medical officers may be

become a normal part of corporate marketing strategic move in order to attain competitive advantage

.( Moore, 2005) Hence an integrative and collective approach of marketing professionals and

marketing academicians can provide better landscape to Neuromarketing .

Conclusion: As neuromarketing is a more scientific way to reveal the perception about academicians

and professionals in terms of understanding the consumer behavior. So companies should use this

technique in order to better understand the consumer thoughts and decision making process.Although

neuromarketing is an expensive method used in marketing domain to get the higher sales on other it is

regarded as a much better method over other methods. Taking a glimpse at a outcomes of the study, it



is clearly observed that work on neuromarketing is recommended by marketing professionals and

academicians also both the parties agree on the fact that it is a manipulative way to sell out the

products in the markets. In future the neuromarketing can be a good scope of making advertisement

because it gives the direct thought process of human brain what they think. So, it is necessary to

include the neuromarketing research in studies so that one can be familiar with this concept.

Limitations and Scope for Future Research: Present research tries to understand the opinion of the

marketing professionals and marketing academicians only. But allocation of this concept

(Neuromarketing .) also takes in to consideration customer/ consumer which is the central participant

of application of neuromarketing . Although sample of approx. 140 respondents composed of

marketing professionals and marketing academicians was used in this research so generalization of

this research is not possible. Research has its limitation in context of geographical area as targeted

sample was collected only form Agra, NCR and New Delhi. Further scope in this research domain can

be identified as assessment of identified exploratory factors on company performance as well as on

company marketing professionals working behaviour with the help of regression analysis.

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