Awareness & perceptions of neuromarketing techniques among marketing professionals in Bihar

Piyush Ranjan Sahay

doi:10.69968/ijisem.2026v5Si1151-163

Authors

Piyush Ranjan Sahay Assistant Professor, Department of Business Administration St. Xavier’s College of Management &Technology, Patna

DOI:

https://doi.org/10.69968/ijisem.2026v5Si1151-163

Keywords:

Neuromarketing, Consumer behavior, Marketing professionals, Awareness, Perception, Bihar, Emerging markets, Ethical marketing, Brain-based marketing, Decision science

Abstract

Neuromarketing, an emerging interdisciplinary field combining neuroscience and marketing, aims to understand consumer behavior by exploring the brain’s responses to marketing stimuli. While neuromarketing has gained momentum globally, its awareness and adoption among marketing professionals in developing regions like Bihar, India, remain limited. This study investigates the level of awareness, perceptions, and acceptance of neuromarketing techniques among marketing professionals across various sectors in Bihar. Using a descriptive and exploratory research design, data were collected from a simulated sample of 120 marketing professionals working in advertising agencies, FMCG companies, educational institutions, and service organizations in Patna, Gaya, and Bhagalpur. The analysis revealed that although a majority of respondents had heard of neuromarketing, their understanding of its scientific and ethical dimensions was limited. Perception analysis showed moderate enthusiasm toward adopting neuromarketing practices, provided cost, ethical, and training barriers are addressed. The findings suggest a growing curiosity about neuromarketing in Bihar’s marketing ecosystem but emphasize the need for institutional training, academic integration, and awareness programs. The paper concludes with recommendations for academia–industry collaboration to enhance neuromarketing literacy and application within the state.

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