An Influence of Neuromarketing on the Consumers of Small-Scale Industries in Varanasi District: An Explorative Study

Neuromarketing is the study of how the brain processes influence to consumer behaviors. It looks at what stimuli people react to and how their reactions inform marketing strategies. This includes understanding how people perceive products or ads, as well as how they respond to pricing, packaging, and promotional materials. As for its use in the real world, neuromarketing sounds like an interesting and worthwhile topic to explore consumer behavior. Hence, this chapter investigates the impact of neuromarketing on consumer behavior of small-scale businesses in Varanasi. Specifically, the chapter looked into how the use of neuromarketing strategies has impacted sales, customer satisfaction, and long-term customer engagement. For this purpose, the researcher has collected the primary data from 140 respondents and analyzed it statistically. Additionally, the challenges faced by these businesses in terms of implementing neuromarketing, as well as potential solutions or ways that neuromarketing, can be used more effectively by small businesses in Varanasi.