PIMA holds evening discussion on neuromarketing and consumer neuroscience

Wednesday, 16 August 2017 00:00 - - {{hitsCtrl.values.hits}}

A cream of regional experts on neuroscience and marketing in Sri Lanka and India who lead diversified conglomerates shared their experiences and insights on one platform on the topic of ‘Get neuro minded’ by creating a paradigm shift in the domain of Neuromarketing and Consumer Neuroscience, for the first time in Sri Lanka. The session was organised by the Postgraduate Institute of Management Alumni Association (PIMA), University of Sri Jayewardenepura on 2nd August 2017, at Hilton Colombo Residences.

Reaching a wealth of customers with a minimal budget and understanding how customers think, feel, and respond to a company’s offerings has always been a challenge. Neuromarketing is the application of neuroscience in marketing and the most accurate method of gaining customer intelligence which gives the platform to create smarter marketing that will boost the effectiveness of reaching the consumer mind-set. The goal of neuro-marketing is to understand how a customer’s brain actually works and how consumers are targeted to reach the maximum advantage. The session enabled the participants to understand the most basic roots of human emotions which comprehend a consumer’s purchasing behaviour.

The PIM Alumni is the association of professionals with a diverse community of associates and faculty reflecting a world of leaders, talents, and backgrounds after completing master’s and doctoral degree programmes at the Postgraduate Institute of Management (PIM), University of Sri Jayewardenepura. PIMA is proud to lead the evening talk session “Get neuro minded” with their research partner Nielsen Sri Lanka by unveiling an important dimension for the marketers as their first Continuous Professional Development session for 2017.

Neuroscience experts from the region Dr. Shivadatta Prabhu, Director of Neurosciences at Nielsen India and Sunila Benjamin, Expert in Neuroscience, Nielsen India took the center stage followed by a panel discussion by Lakshaman Bandaranayake Moderator, Founder of LBO, Chairman of Sarvodaya SEEDS/PIM Alumni, Ravi Jayawardena, CEO (Sales and Marketing) Maliban Biscuit Manufacturers/ PIM Alumni , Hasrath Munasinghe, Deputy General Manager – Marketing, Commercial Bank of Ceylon PLC and Sharang Pant, Managing Director, Nielsen Sri Lanka.

The evening added value for marketing professionals whose job roles necessitates dealing with product designing as well as marketing by giving a fresh perspective into many marketing challenges face day by day.

Consumers are subconsciously defining what they want, how much they will pay, and maybe even what promotional activities appeal to them. The key to getting high results with less hazel is understanding neuro-marketing, because reaching a wealth of customers with a minimal budget and understanding how customers think, feel, and respond to a company’s offerings are always been a tricky business.