• Jimmy Thankachan
• Raksha Yadalam

Have you ever wondered why BIG, Bold, colourful letters can capture your attention faster than normal ones? Have you wondered why advertisers use cute images of babies and puppies to lure your attention? This study was conducted to ascertain the relationship between consumer perceptions and consumer buying preferences with respect to attention and retention of marketing efforts. The study also displays how marketing activities of a firm can be adjusted and altered to hit the right targets of a consumer's brain to ensure retention and develop a connection with the brand, which in turn, result in a purchase. In our day and age marketing and advertising is very important in order to create brand awareness and brand loyalty. There is a chain of processes that the consumer must pass through before making a purchase decision. marketers usually try to grab consumers attention and try to persuade them into buying their products. Neuromarketing is a subset of marketing research that understands consumers’ psyche. It takes their cognitive and affective responses to various marketing stimuli. It helps combine psychology with marketing to help study consumers cognitive responses which helps understand consumer decision making process. The need of the study is to ascertain whether or not psychology and sensory targeting can influence a consumer’s decision to buy the product. To even responses like clicking a link, liking a movie to even remembering the ad or brand, Neuromarketing can be used to identify them all.

Neuromarketing, consumer perceptions, attention, retention.

"A Study on the Impact of Neuromarketing techniques on Consumer Buying behaviour with respect to the attention and retention of the marketing efforts", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.5, Issue 3, page no.382-392, March-2018, Available :http://www.jetir.org/papers/JETIR1803077.pdf

"A Study on the Impact of Neuromarketing techniques on Consumer Buying behaviour with respect to the attention and retention of the marketing efforts", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.5, Issue 3, page no. pp382-392, March-2018, Available at : http://www.jetir.org/papers/JETIR1803077.pdf