INFLUENCE OF EMOTIONS ON CONSUMER BUYING BEHAVIOUR: A STUDY ON FMCG PURCHASES IN UTTARAKHAND, INDIA
Journal Title: Journal of Entrepreneurship, Business and Economics - 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 EP40724
- DOI -
- Views 359
- Downloads 0
EMPLOYER BRANDING STRATEGIES EFFECTS ON JOB PURSUIT INTENTION OF BUSINESS SCHOOL UNDERGRADUATES: CASE STUDY OF OIL COMPANIES IN INDONESIA
Employers in Indonesia must set themselves apart from competitors to attract high quality graduates from the university since the competition for talent is so high. Therefore, employer needs to increase the value of co...
HETERODOX ECONOMICS APPROACH TO BUSINESS COOPERATION
Purpose- Economics and business have evolved as sciences in order to accommodate more of ‘real world’ solutions for the problems approached. In many cases, both business and economics have been supported by other disci...
WOMEN ENTREPRENEURSHIP AND SUSTAINABLE ECONOMIC DEVELOPMENT: EVIDENCE FROM SOUTH WESTERN NIGERIA
The emerging field of entrepreneurship in 20th century has made women entrepreneurs to be creative and innovative. However, in Africa especially Nigeria, women have historically been disadvantaged in accessing not only...
INFERENCE OF FDI IN INDIAN RETAIL SECTOR- SOME REFLECTIONS
Purpose- The Indian retail market, which was largely unorganized till the 1980s, has undergone an immense transformation in post-liberalization era. However, valued at $ 450 billion, the Indian retail sector is still r...
INDIVIDUAL ENTREPRENEURIAL ORIENTATION IMPACT ON ENTREPRENEURIAL INTENTION: INTERVENING EFFECT OF PBC AND SUBJECTIVE NORM
This study focuses on the intervention of attitude towards entrepreneurship, participation in entrepreneurial education, perceived behavioral control (PBC) and subjective norm on the relationship between students’ grade...