The role of neuromarketing in shaping FMCG brand strategies in Bangladesh: study from a multinational corporation

Abstract

This study explores how neuromarketing is integrated into FMCG brand strategies in Bangladesh. Using qualitative interviews with marketing professionals, it examines how neuroscience-based insights are used to understand consumer preferences, enhance emotional engagement, and develop consumer-centric marketing campaigns. The findings reveal that FMCG companies increasingly rely on emotionally driven and sensory-rich marketing strategies while recognizing the ethical implications of neuromarketing practices. The study highlights neuromarketing as a valuable tool for improving strategic marketing decisions and strengthening brand competitiveness in Bangladesh’s FMCG sector.