"Respondents View on Emotional Marketing"
(A Case Study of Durable and Non Durable Products in Mirzapur City)


By

Javed Alam Sheikh
Sr. Lecturer
Ghanshyam Binani Academy of Management Sciences
Mirzapur (U.P)
 


Introduction and Significance of the Study:

Emotion is a psychological state, which arises spontaneously rather than through our conscious effort. It represents another form of language, universally spoken and understood and as being the human, who are a creature of emotions and our decisions/behaviors are driven by our emotions.  Determine the shape of our behavior as a consumer, because it is the study of when, why, how, and where consumer do or do not buy a product.

Nowadays, emotional factors are important aspects of determining the customer Purchasing behavior and the most important aspect for purchasing of any products. This gave the birth of emotional marketing, which is being used as a strategy of Relational Marketing ensuring, both a deep and personal relationship with the customers acquired on emotional aspect and the retention of a competitive position in the market i.e. the relationship that the consumer establishes with the brand and the emotions that the product/service communicates. 

"The emotional marketing studies how to arouse emotions in people to induce them to buy a particular product/service."

In this paper I have tried to explore the importance of the emotion in our purchasing decision  on the durable and non durable items.

Objective: .To explores the importance of the emotion, influencing the respondents purchase decision.

Research Methodology: 50 respondents were selected on the randomly basis in the city of Mirzapur.Using the survey method, contacting respondent personally for gathering the required information with the help of 'Structured Questionnaire ',containing the  aspects like price, benefits, features,  apart from the emotion. The respondents were asked to rank these factors as per their choice. Then after the frequencies of the respondents rank were multiplied by 1,2,3,4 as per their ranking starting 1 for the lowest and 4 for the first ranking .These sum were divided by the frequencies for getting the overall ranking of the respondents.

DEMOGRAPHICAL PROFILE OF RESPONDENT

1.Option (Gender)

No. of respondent

Respondent in  %

Male

35

70 %

Female

15

30%

Total

50

100%

2.Option(year) age

No. of respondent

Respondent in  %

Up to 25

26

52 %

26-45

16

32%

45&above

08

16%

Total

50

100%

3.Option (Occupation)

No. of respondent

Respondent in  %

Student

22

44 %

Housewife

03

06%

Business

12

24%

Service

13

26%

Total

50

100%

4.Option  (Income Rs)

No. of respondent

Respondent in  %

Up to 100000

35

70%

100000-150000

09

18%

150000& above

06

12%

Total

50

100%

5.Option (Qualification)

No. of respondent

Respondent in  %

Up to 12

07

14 %

Graduate

21

42%

Above graduate

22

44%

Total

50

100%


Source-Primary Data

Analysis of Rank Factors for Non-Durable Items

Rank/Parameter

I

II

III

IV

Total Score

Average Score

Rank

Emotion

09

07

08

26

99

1.98

IV

Features

15

16

15

04

142

2.84

II

Price

10

09

17

14

115

2.30

III

Benefits

16

18

10

06

144

2.88

I


Source-Primary Data

Analysis of Rank Factors for Durable Items

Rank/Parameter

I

II

III

IV

Total Score

Average Score

Rank

Emotion

5

3

6

36

77

1.54

IV

Features

24

11

10

05

154

3.08

I

Price

13

18

18

01

143

2.86

II

Benefits

8

18

16

08

126

2.52

III


Source-Primary Data

Findings and Suggestions:

The emotion has the lowest rank while the feature has been top rank by the respondent for the durable items.
From the non durable items respondent view of the benefits has the highest rank, while the emotion has the lowest rank.
As per the analysis on the respondent view it is observed that emotional affect the purchasing decision but above all the first rank is the features for durable items, and benefits affect our purchase decision for non durable items.
The respondent's response denotes their tendency of a conscious customer i.e. searching for value for their money.
So my suggestion is to match emotions with the other aspect of customer's requirements effectively because of being very logical in our purchasing decision.

References:

1. Emotional Marketing Making an Emotional Connection with Your Customers http://www.marketingscoop.com/emotional-marketing.htm

2. To play the emotional tune is the necessity of today's marketing:    http://drypen.in/marketing/emotional-marketing-to-play-the-emotional-tune-is-the-necessity-of-todays-m arketing.html
 


Javed Alam Sheikh
Sr. Lecturer
Ghanshyam Binani Academy of Management Sciences
Mirzapur (U.P)
 

Source: E-mail June 1, 2011

          

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