Authors: R. Samrat

Title of the article: Neuromarketing Evidences from the Economics of Booksellers on the Streets: COVID-19 Perspectives and Implications on Luxury Brands Globally

Year: 2021, Issue: 2, Pages: 83-90

Branch of knowledge: 08.00.05 Economics and Management of National Economy

Index UDK: 338.433.4

DOI: 10.26730/2587-5574-2021-2-83-90

Abstract: Poverty, hunger and the need for basic institutional frameworks are the present day inequality paradoxes amidst rising wages and promises of higher quality of life. Whereas innovation channels and increased marketing revenues depict an increasing urge for profitability amidst steady demands for modern strategies to-wards marketing, very few have succeeded in creating a balance of economic scales through disciplined approaches at grassroots levels which can be equivocal in creating profitability for luxury brands too. This paper brings in fresh cases and evidences based on filed experiments conducted in historically important bookseller lanes in Kolkata, India studying the various marketing juggernauts of books and how their appeals create sustainability in the soul of consumers and their buying behavior. The novelty of this study is based on psychological impacts of old book charm among people in India, studying buying behaviors amongst people in trying times like Covid-19 which can also be a impactful tool, for application in higher segment branding among luxury brand managers. Various literatures utilizes the vision of the sensual parameters in branding like smell, touch, visual but few studies the senses behind historical consumer behaviors related to bookworm consumers which unknowingly has transgressed the fields of advanced neuromarketing behaviors globally.

Key words: Neuromarketing World Economy COVID-19 Consumer Behavior Emotional marketing Strategy

Receiving date: 18.04.2021

Publication date: 18.08.2021

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