A SYSTEMATIC REVIEW ON THE EFFECT OF NEUROMARKETING STRATEGIES ON BRAND RESONANCE AND SALES PERFORMANCE OF FMCG PRODUCTS IN GUJARAT

Abstract

In the modern competitive market, understanding consumer behavior is essential for improving brand performance and sales. Traditional marketing methods often fail to capture subconscious consumer responses that influence purchasing decisions. Neuromarketing, which combines neuroscience, psychology, and marketing, helps analyze consumers’ emotional and cognitive reactions to marketing stimuli. This study conducts a systematic review to examine the effect of neuromarketing strategies on brand resonance and sales performance of FMCG products in Gujarat. The study highlights how neuromarketing techniques such as EEG, eye-tracking, and biometric tools help marketers understand consumer engagement and decision-making. The study suggest that neuromarketing strategies can strengthen brand resonance and improve sales performance by creating stronger emotional connections with consumers.