Role of Somatic Markers in Consumer Durable Brand Selection in E-retail

Abstract

Consumer durable goods industry is operating in a highly competitive, complex and rapidly changing business environment. Business leaders of consumer durable goods organisations know their importance of having ready to access timely, accurate, information and data for managing customer relationships across divisions. Additionally, the Indian consumer profile has changed in terms of education, income, occupation, reference group and media habits. The consumer buying preferences are rapidly changing and moving towards high-end technology products with acculturation. Products which were once considered luxury items have become a necessity because of the changing lifestyle and rising income levels. With the growth in disposable incomes, the demand for high-end products such as television, refrigerator, and air conditioners has increased considerably. Capitalising on brain nature, various marketers forayed into neuron-based marketing designs, especially based on the advertisements. The current examines the role of somatic markers in consumer durable brand selection in e-retail.