61 ISSN No. 2349-7165 UNNAYAN : International Bulletin of Management and Economics Volume - IX | July 2018 ABSTRACT Dr. Harit Kumar Assistant Professor Department of Business Administration, PSIT, Kanpur Email : harit.hradesh@gmail.com ISSN No. 2349-7165 Consumer's Awareness Towards Emerging Integration Of Neuromarkeing In Marketing Research With Particular Reference To India With the rising usage of neuroscience techniques in marketing research by the name of neuromarketing; which conducts customer brain research to identify preferences or constraints for fulfilling the needs of customers. Traditional market researches cannot make clear completely why consumers buy? What they buy? Or how they respond to specific marketing stimuli. While Neuromarketing research tools have capacity to study the brain of consumers and may provide answer of many unanswered questions related with consumers. The Purpose of this paper is to identify the Indian Consumer's awareness towards the concept of Neuromarketing as well as the applications of neuroscientific techniques in marketing research. Finally this paper analyses with the help EFA & CFA to conclude about the Indian Customers Awareness towards Neuromarkeing. Key Words: Consumer Awareness, Neuromarketing, Neuroscientific techniques and Neuroscientific Techniques 1. INTRODUCTION It has been reviewed from previous research studies that with the application of neuroscientific techniques marketers could actually look into, and correctly gets, consumer's thoughts without a social filter, and neuromarketing has the capacity to improve incorrect market research data and help in developing and promoting a more efficiently marketed product or service. Generally existing market research strategies are expensive and may collect erroneous data of what consumers want because at the time of reporting responses respondent can feel undue influenced by social bias, what they feel the marketer wants to hear, or unsure of how they truly feel and ultimately lead the marketer off track. Marketers hope that neuromarketing will be an efficient upgrade version for market research. Neuromarketing is simply a process of applying neuroscientific technologies to view which areas of the consumer's brain are being activated by given marketing stimuli. The various neuroscientific methods available in this marketing research like body language, facial coding, empathic design, eye tracking, fMRI, EEG, MEG, galvanic skin conductance and heart rate, etc. These neuroscientific techniques are applied for getting an inside view into the brain of consumer. The main forcing reason for making use of these more established methods is that the consumer responses can be captured without conscious manipulation by respondents, while at the same time being able to record the unconscious processes taking place in the human body. Therefore, neuromarketing measures can be a supplement to the self- report measures. This paper will measure consumer's awareness towards neuromarketing and it's application with reference to India with the help of data collected through survey on likert scale based questionnaire and later on by statistical analysis with R package.