"A Study on the Impact of Neuromarketing Techniques on Consumer Purchase Behaviour With Reference to Cosmetic Products Among Young Female Consumers"

The cosmetic industry is extremely competitive, driven by emotional triggers and consumer insight. Traditional marketing techniques increasingly fail to explain the rational and unconscious factors influencing consumer preference, decision-making, and purchase behavior. Neuromarketing — the intersection of neuroscience and marketing — uses physiological and neurobiological tools such as eye-tracking, EEG(electroencephalography), skin response, and facial coding to understand subconscious consumer reactions. This research explores how neuromarketing techniques influence the purchase behaviour of young female consumers regarding cosmetic products. Using a mixed-methods approach combining the neuromarketing data and survey responses, the study investigates that which sensory stimuli, branding indicator or cue, and emotional triggers most significantly affects the purchase decisions. The findings aim to bridge the gap between theory and practicality by enabling marketers to ethically include neuromarketing insights into strategy building, while highlighting the ethical considerations in neuromarketing research.