Neuromarketing Consumer Behaviour in Family Type: An Independent T Test Analysis

Ambika Sharma

doi:10.48001/veethika.2024.10.03.002

Authors

Ambika Sharma Professor and Director, NDIM Delhi, India https://orcid.org/0009-0008-9018-7118

DOI:

https://doi.org/10.48001/veethika.2024.10.03.002

Keywords:

Neuro marketing, consumer behaviour, t test, family type

Abstract

The present study examines the impact of family type on consumer behavior through the lens of neuromarketing, utilizing an independent t-test analysis of 394 survey responses. By categorizing participants into different family types—nuclear, extended, and single-parent—the research explores variations in emotional responses, decision-making processes, and brand loyalty. The findings reveal significant differences in consumer preferences and purchasing behaviors among these family types, highlighting how familial structure shapes consumer identity and choices.

These results underscore the importance of tailoring marketing strategies to align with the distinct psychological and emotional frameworks of diverse family units. This study contributes to the growing field of neuromarketing by providing empirical evidence of how family dynamics influence consumer behavior, offering valuable insights for marketers seeking to enhance engagement and effectiveness in their campaigns.

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