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“A Study on Neuro-marketing and Its Impact on Consumer Behaviour and Brand Perception (With special reference to PepsiCo Ltd.)”

Dr. Rajeev Singh Bhandari*, Dr. Alok Mishra**, Durgesh Kumar***

*Assistant Professor, Faculty of Management, Invertis University, Bareilly

**Assistant Professor, Faculty of Management, Invertis University, Bareilly

***Student, Bachelor of Business Management, Invertis University, Bareilly

1. Introduction

Neuromarketing is a relatively new discipline that combines neuroscience and marketing to better understand consumer behavior by analyzing brain activity, emotions, and subconscious triggers. Unlike traditional marketing approaches, which rely on surveys and focus groups, neuromarketing delves into unconscious processes that shape consumer preferences, motivations, and purchasing decisions. By measuring physiological responses such as brain waves, eye movements, and biometric signals, neuromarketing provides more accurate insights into what influences consumer choice.

In the modern business landscape, where consumers are exposed to thousands of advertisements daily, companies seek methods to create lasting impressions and enhance brand perception. Neuromarketing has emerged as a valuable tool for designing advertisements, product packaging, and promotional strategies that resonate emotionally with consumers. This study focuses particularly on PepsiCo Ltd., a leading global food and beverage company, to assess how neuromarketing techniques influence consumer behavior and brand perception.