Prof. Aradhita Deb is a PGPM from National School of Business and gold medalist. She also holds an MBA degree from Mysore University. She is currently pursuing her Ph.D. from IIT, Kharagpur in Marketing. With a B.Tech degree in Computer Science and Engineering from Techno India, She has done various projects on Market Research and Consumer behavior, Online banking management for companies like Kotak Mahindra, Orien InfoTech. She has more than 4 years of corporate and teaching experience.

She has a good blend of corporate and teaching experience. She has worked in companies like Tracxn Technologies Pvt. Ltd and Karvy Innotech Ltd. (Formerly known as HCL Services), before moving to teaching at St. Xavier’s College, Bangalore, as Assistant Professor of Marketing Management. Her area of interest includes Services Marketing and Consumer Behaviour. Her teaching interest includes Marketing, Consumer Behavior, Managerial Skills, International Business.

Research Publications

Publication 1

The Experiences, Barriers and Success of Online classrooms during the COVID-19 Crisis: An Educators perspective in Indian Educational Institutions.

Earlier traditional marketing research methods and strategies were used to analyze and study the consumer Behavior. But in some cases it has seen that the result is not that much effective and efficient. Now-a-days consumers are getting exposures to various information. It can be happened due to the exposure to the extensive use of advertisement, direct marketing or sales promotion. Therefore the wide availability of information makes a significant difference for the evaluation of products, selection of the product or decision making from the customer perspective. Therefore only by using the traditional marketing strategies were not enough to understand and study consumer behavior. In order to gain the competitive advantage and to sustain and grow in the intensified competitive market, market researchers began to work with the neuroscience. The application of neuroscience techniques helps the market researchers to understand and analyze various human activities which are related with the attitude formation, perception, learning or memory. The combination of neuroscience and traditional marketing strategies can give the results of studying consumer behavior which are more effective and efficient. This paper aims to do a systematic literature review from some of the National and International research papers in order to understand what kind of application of neuroscience has been done till date and what can be done in future.

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Citation: Deb, Aradhita. “A Systematic Literature Review on Neuromarketing-A new Horizon of Marketing.”

Article URL: https://www.ijsdr.org/papers/IJSDR2103025.pdf