NEUROMARKETING AND CONSUMER BEHAVIOUR IN HEALTH CAREPROVIDING ORGANISATIONS IN BENIN CITY

Abstract

This study investigated the influence of neuromarketing strategies and consumer behaviour in
healthcare providing organizations. The specific objectives were to determine the relationship
between emotional branding, sensory marketing, attention capturing and consumer behaviour in
healthcare providing organisations in Benin City. The study adopted a survey research design,
with data collected from three hundred and eighty-five (385) respondents. A structured
questionnaire was used as the primary instrument, and responses were analysed using descriptive
statistics (frequencies, percentages, mean, and standard deviation) and multiple regression
analysis to test the research hypotheses. The findings revealed that emotional branding, sensory
marketing, and memory recall stimulation significantly influence consumer behaviour, enhancing
patient trust, satisfaction, and retention. While attention capturing techniques was positively
related, were not found to have a statistically significant effect on patient decision-making. The
study concludes that incorporating neuromarketing strategies into healthcare marketing can
improve patient experience, engagement, and loyalty, thereby contributing to the sustainable
performance of healthcare organisations. Based on these findings, the study recommends that
healthcare providers adopt emotionally engaging communication, sensory-rich environments, and
memory-driven messaging to strengthen patient-provider relationships. The study also suggests
further research on additional neuromarketing factors and cultural influences to deepen
understanding of consumer behaviour in the Nigerian healthcare context.