Role of nudge marketing in influencing consumer behavior

Abstract

This research focuses on understanding the impact of nudges on consumer behavior. The initial step was to understand what nudges are and how they are identified. Following this, secondary research was conducted to analyze previous research that has been conducted in this field. Having built a conceptual foundation, two hypotheses were fo rmulated to be tested through statistical tools. The frrst hypothesis compares nudge marketing with traditional marketing techniques and aims to prove that nudges often are more effective in creating a recall fo r the bmnd when compared to tmditional marketing techniques. An experiment was conducted for this, in which respondents were shown the advertisement of2 different cars and scooters, one each having nudges and the otlhers being tmditional advertisements. Following this, the same set of respondents were approached 3 days later and were asked to note down the first name that they remembered from the experiment. The second hypothesis aims to prove that nudges generally have a positive impact on the purchase intention of consumers. A survey was conducted where consumers were exposed to nudges, and their purchase intention was measured on a Likert scale. Statistical opemtions were then conducted on the data received to check the validity of both the hypotheses.