Influence of emotions on consumer buying behavior
Journal Title: UNKNOWN - Year 2016, Vol 4, Issue 2
Abstract
Consumer behavior is always uncertain and rational. The complex black box of consumer is a challenge to the marketers and researchers across the world for its nature and tendency to change within no time. Consumer responses towards different marketing programs cannot be same and hence differ by means of its actions which are emotional and always stated as irrational. There are different emotional chords of consumers targeted by marketers in order to generate sales and managing effectively the marketing program. Present study is an attempt to investigate the role of emotions on FMCG purchases. The study highlighted the relevant emotions in consumer purchases of FMCG products with the help of factor analysis and was conducted in north India to serve the purpose of analyzing the role of emotions in FMCG purchases.
Authors and Affiliations
Vishal Soodan, Akhilesh Chandra Pandey
Keywords
Related Articles
- EP ID EP323833
- DOI -
- Views 75
- Downloads 0
Socio Cultural Impediments to Entrepreneurship: Implications for the Lao People's Democratic Republic
Though cultural explanations as determinants of economic outcomes have mainly been ignored by researchers, national culture has been proven to have a direct and identifiable impact on the level of entrepreneurial behavio...
Factors Affecting Individual Taxpayer Compliance with Practice Self Assessment System as Intervening Variable
The purpose of this study is to obtain empirical evidence whether perceptions of corruption, fiscal services and tax sanctions affect taxpayer compliance with the practice of self assessment system as intervening variabl...
Entrepreneurship Promotion in Higher Education Institutions
The importance of entrepreneurship promotion has increased significantly in today's society, especial-ly during periods of crises. This work is based on the responses obtained through a survey conducted on a sample of 30...
An Entrepreneurial Business Model for Personal Branding: Proposing a Framework
Purpose- Personal branding has become a mature field of research; however, there are many ques-tions to be answered yet. One of the most important questions is that what does a typical entrepre-neurial business model loo...
Comprehensive Interpretation of Leadership from the Narratives in Literature
Narrative writings in literature are ample source of knowledge and are most easily understandable. In every old tradition, we find that people learn ethics and morality through oral forms of literature including short st...