Title: Exploring Consumer Buying Behaviour towards Electronic Brands in South-East Nigeria: A Neuromarketing Perspective
Authors: Stanley Akpevwe Onobrakpeya
Volume: 9
Issue: 6
Pages: 141-153
Publication Date: 2025/06/28
Abstract:
: The study examined the drivers of neuromarketing and their influence on consumer buying behaviour towards electronic brands in South-East Nigeria. The research used observational methods, including participant and non-participant observation, to gather qualitative and quantitative data, employing a mixed-methods approach. The sample size of 384 participants was selected for the study. Simple random sampling technique was used to select individuals who frequently purchase electronic products from showrooms. The study employed Spearman Rank correlation and thematic analysis. The findings revealed significant and positive correlations between cognitive drivers, emotional drivers, and consumer buying behaviour. Cognitive factors such as perception, attention, and memory, as well as emotional connections like happiness, nostalgia, and fear, have a significant impact on purchasing decisions. The study concluded that the drivers of neuromarketing significantly and positively correlate with consumer buying behaviour. The main implication is that companies in the electronics market can achieve sustained growth by adopting a dual marketing approach that addresses both cognitive and emotional drivers. The study recommended leveraging interactive features and visually engaging elements, such as warm colours and dynamic content, to enhance consumer attention, brand attachment, and purchase intentions.