Authors: Dr.M.A.Shakila Banu, Mr.A.Raja Mohamed
Abstract: This study investigates the impact of neuro- marketing strategies on consumer decision-making in the Indian retail environment using mediator modelling with R. Neuro- marketing combines marketing and neuroscience to understand subconscious consumer behaviour. The research explores how emotional reactions, sensory cues, and brand perception influence consumer decisions. A mixed-methods approach was adopted, surveying 280 participants and conducting qualitative interviews. Data analysis was done using R, focusing on mediator modelling and correlation analysis. The results indicate that the retail environment and brand perception do not significantly predict or mediate the decision-making process. While consumer behaviour emerged as an important predictor, the overall model performance was modest. Mediation analyses revealed that neither the retail environment nor brand perception effectively mediated the relationship between independent and dependent variables. These findings suggest that emotional reactions or other unexamined factors might play a more crucial role in decision-making, and future research should consider alternative mediators and non-linear models.
DOI: http://doi.org/10.5281/zenodo.20688207
