In today’s vibrant business surroundings the same marketing techniques cannot be used in order to withstand the competitive market. There is a necessity to integrate other disciples along with the traditional and modern marketing techniques to leap forward. Neuromarketing is a blend of psychology, economics, and neuroscience. Neuromarketing is a technique of marketing where we study the consumers with the help of neuroscience. Neuromarketing emerged in the year 2002. During its initial years, it gained a lot of attraction. But its critical aspect remained unexplored which includes how to practice it. Consumers are complex creatures. Neuromarketing gives better insight to purchase decision. When neuromarketing come into force, the misconception of the consumer being a rational will phase out! Neuroscience is the main factor which helps in neuromarketing. There is research going on to find out techniques for better neuromarketing so that in and out of consumers aware known to the marketers. The main problem of neuromarketing will be the ethical issue which are practiced by many companies. The principles which many companies are following will be thrown off. Neuromarketing is a combination of consumer behavior and neuroscience. This paper will describe the linkage between the neuroscience and consumer behaviour which leads to neuromarketing.