Study on the Impact of Emotions on Consumer Purchasing Behaviour of FMCG Products

Study on the Impact of Emotions on Consumer Purchasing Behaviour of FMCG Products

Nithish E, MBA student,

Jain (Deemed-to-be University) CMS Business School, Bangalore

Dr. L Sudershan Reddy,

Faculty of Management Studies,

Jain (Deemed-to-be University) CMS Business School, Bangalore

ABSTRACT:

The behaviour of consumers plays a crucial role in the marketing of Fast-Moving Consumer Goods (FMCG). Consumer decision-making is influenced by numerous factors, including emotional triggers. This research aims to examine the impact of emotions on consumer purchasing behaviour, particularly focusing on social value and impulsive buying tendencies. By analyzing consumer preferences and emotional drivers, this study highlights the role of emotional marketing strategies in FMCG product sales. The research utilizes statistical analysis to measure the significance of emotions in purchasing decisions and their influence on brand loyalty and repeat purchases.

Keywords: Consumer behaviour, emotional marketing, social value, impulsive buying, brand loyalty, FMCG.