Published Paper Details:

Abstract In Insights and Explorative Research paper, the application and effectiveness of neuromarketing protocol in determining consumer choice behaviour in the Indian market context is questioned. The paper reflects on the role of neurophysiological instruments in analyzing the way of understanding consumer preferences and intentions to purchase: electroencephalography (EEG) and functional magnetic resonance imagery (fMRI) and eye tracking technology. This research via a detailed literature review and empirical analysis examines the cultural, economic, and technological aspects of neuromarketing adoption in India. The results indicate that neuromarketing methods based on EEG have considerable potential in their ability to predict the patterns of consumer behavior and that eye-tracking technologies based on them prove to be very efficient in regard to visual attention and brand engagement. Other important problems indicated in the study are the limitations of cost, ethical issues, and the necessity to adopt culturally sensitive models. The findings portray that the use of neuromarketing in India has increased significantly between 2020 and 2025, with several industries, e-commerce, FMCG and digital marketing gaining popularity in terms of adopting the technology. The study can be of help in knowing how neuromarketing methods can be adapted to work in new markets, and therefore marketers, researchers, and policymakers who want to use neuromarketing as a strategic weapon can utilize this study as a starting point.