An empirical study of the impact of Neurobranding applications used by Amul on consumer buying behavior

Abstract

Purpose:  This research paper's goal is to comprehend how neuro-branding affects consumer purchasing behavior through an empirical analysis of the well-known brand Amul.Using a blended research approach, the authors have studied the emotional angle of branding which has a deep as well as direct impact on buyer behavior as well as the neurobrand dynamics which further enhance the brand identity. In marketing, change is the only constant. Marketing is more of science than art today with the application of latest trend of Neuromarketing.

Design/methodology/approach: The study is drawn upon a survey conducted on 213 consumers analyzing their preference for the brand under study with various emotional branding parameters. The authors have used simple random sampling technique to carry out this study.While the data is being analyzed using the SPSS tool, the authors have attempted to evaluate the data by performing factor analysis, regression analysis, and paired T-test. The questionnaire designed is tested through the Reliability Test- Cronbach Alpha.

Findings: The researchers have tried their best to come up with new emotional brand identity parameters focusing on neurobranding which is a subset of Neuromarketing. The scope of neurobranding is quite wide and encompasses a lot of parameters.Overall, the scope of this topic involves a systematic exploration of the effects of neuro-branding techniques utilized by Amul on consumer behavior, with a particular emphasis on the role of emotions.

Originality/value: Though a lot of studies in the sphere of branding have been conducted all over the world, but there are limited studies on the emotional parameters which enhance the identity of any brand.Earlier research has ignored the emotional component of branding and neurobranding in favor of a more narrow focus on brand management and brand identity characteristics.Utilizing a developmental psychology perspective, the authors offer a nuanced and comprehensive framework to comprehend consumer preferences for the Amul brand.