NEURO MARKETING AND CONSUMER MIND-A GROUNDED THEORY APPROACH TO PURCHASE INTENT

Abstract

In today's competitive market, understanding the neural mechanisms underlying consumer behaviour is pivotal for formulating impactful marketing strategies. This study explores the neural drivers of purchase intent using a grounded theory approach. Through in-depth interviews, surveys, and focus groups with 30 survey participants, this research identifies the vital factors influencing consumer behaviour. Employing NVivo for qualitative research data examination, this research formulates a grounded theory model that highlights the interplay between emotional connection, brand loyalty, and sensory experience in driving purchase intent

The results of this study reveal that affective ties with brands considerable influence purchase intent, with consumers Building deep affective ties with brands that relate with their values and experiences. Brand loyalty is also a critical factor, with loyal customers exhibiting increased purchase intent and retention. Furthermore, sensory marketing strategies, such as visuals and scents, can enhance purchase intent by creating immersive and memorable brand experiences.

This research adds to the current body of literature on neuro marketing and Analysing consumer actions, revealing vital perceptions into the neural mechanisms underlying purchase intent. The grounded theory model formulated in this research offers an outline for marketers to understand the complex interplay between emotional connection, brand loyalty, and sensory experience in driving consumer behaviour. These Data analysis enable marketers to create effective campaigns that increase purchase intent and loyalty.