Research Final

DEPARTMENT OF BUSINESS AND INDUSTRIAL MANAGEMENT

A TERM PAPER

ON

“Impact of emotional marketing on customer purchase

decision”

IN

Subject of

RESEARCH METHODOLOGY

SUBMITTED BY

Dixita Chotalia Roll no. 12(sem 2-sec A)

Vibha Jatav Roll no. 23(sem 2-sec A)

SUBMITTED TO

Ms. Manisha Panwala

DATE

04-05-2011

DECLARATION

We, DIXITA CHOTALIA and VIBHA JATAV from department of business and industrial

management Surat, hear by declare that the research report has been undertaken as a part of 2nd

semester curriculum of MBA program of Veer Narmad South Gujarat University. We declare

that this report has not been submitted to any other subject or university for any other purpose.

DIXITA CHOTALIA

VIBHA JATAV

ACKNOWLEDGEMENT

We are greatly thankful to our subject faculty Ms. MANISHA PANWALA whose constant help

and support at all stages of this project has enabled us to complete it.

We are also thankful to all respondent who gave their valuable response regarding the research

subject.

Last but not least, I thank all those who have helped me directly or indirectly during the course

of this assignment.

DIXITA CHOTALIA

VIBHA JATAV

TABLE OF CONTENTS

NO. CHEPTERSPAGE

NO.

1. EXECUTIVE SUMMARY 1

2. INTRODUCTION 2

3. INDUSTRY AND COMPANY INFORMATION 2

4. LITERATURE REVIEW AND THEORETICAL FRAMEWORK 8

5. RESEARCH METHODOLOGY 9

6. DATA ANALYSIS AND INTERPERTATION 12

7. FINDINGS 19

8. CONCLUSION 20

9. BIBLIOGRAPHY 21

10. APENDIX 22

EXECUTIVE SUMMARY

This report is prepared on “Impact of emotional marketing on customers purchase decision”.

This topic has been selected to know whether customers purchasing decision is influenced by

emotional marketing strategy used by the marketer or not.

Major objectives of the research are,

To study the impact of emotional marketing on customer’s purchase decision.

To study the concept of emotional marketing.

To know the customer’s attitude towards an advertisement which include concept of

emotional marketing.

To study the factors affecting consumer’s purchasing decisions.

To study the reliability of advertisements of fairness creams.

To study these objectives the FMCG industry has been selected from FMCG industry personal

care product i.e. fairness cream has been selected. From the overall fairness creams 8 creams has

been selected as per the emotional marketing used in the promotion.

After the creams have been selected the instrument has been designed to know respondents

response towards emotional marketing and impact on their purchasing decision.

To conduct the research 120 respondent has been selected on the convenient judgmental bases

from the surat region. After collecting the data analysis has been performed by using SPSS

software.

From the analysis major findings are,

Following cream’s usage is influenced by emotional marketing strategy used in

advertisement

Fair and lovely

Fair one

Olay white

Ponds white beauty

Following cream’s usage is not influenced by emotional marketing strategy used in the

advertisement

Fair and handsome

Garnier menz

97 respondents emotionally involved in the advertisement of fairness cream to some

extent, in which majority use fair and lovely and ponds white beauty.

107 respondents agree that the result shown in the advertisement really works.

The research conclude that

From the creams which are selected for research following creams purchase decision is

influenced by emotional marketing

Fair and lovely

Fair one

Olay white

Ponds white beauty

Following creams purchase decision is not influenced by emotional marketing

Fair and handsome

Garnier menz

So, it conclude that emotional marketing strategy make impact on purchase decision of fairness

creams which are used by females, creams used by males are not influenced by the emotional

marketing.

Research also conclude that majority of respondents have positive attitude towards the emotional

advertisement. It also concludes that the result shown in the advertisement really works so the

advertisements are reliable.

INTRODUCTION

Emotional marketing is technique of associating product’s feature to the human emotions to

create bond with customers, foster loyalty and repeated purchase. Emotional marketing is tool

which connects product’s feature to consumer mind set and there by influence consumer’s

purchasing decision.

In this research paper, to know the impact of emotional marketing on purchasing decision of the

customer researchers has selected FMCG industry, in which the fairness cream is selected.

Creams are selected as per emotional marketing strategy is used in the advertisement some

creams are also selected which does not use emotional marketing concept at all.

INDUSTRY AND COMPANY INTRODUCTION

PERSONAL CARE INDUSTRY

Personal care or toiletries is the industry which manufactures consumer products used for

beautification and in personal hygiene. Subsectors of personal care include cosmetics and

feminin hygiene.There is some small distinction between personal hygienic items and cosmetics,

which are luxury goods solely used for beautification, but in practice such sundries are most

often intermixed in retail store aisles.

Personal care includes products as diverse as chapstick, cleansing pads and wipes, colognes,

cotton swabs, deodorant, eye liner, facial tissue, hair clippers, lip gloss, lipstick, lotion, makeup,

mouthwash, nail files, pomade, perfumes, personal lubricant, razors, shampoo, talcum powder,

shaving cream, skin cream, toilet paper, toothbrushes, and toothpaste. Some of the import at

names in this arena are - Unilever, Colgate Palmolive, Kimberley-Clark, Revlon, Alberto-Culver,

Avon etc.

In 2005, the household and personal product industry grew by 3.1% to reach a value of $227.2

billion, representing a compound annual growth rate (CAGR) of 2.9% for the 2001-2005 period.

Year-on-year growth rates were very steady. Consumption volumes increased with a CAGR of

2.5% to reach 70.9 billion units in 2005. The personal care market in India is estimated to be

worth ~$ 4-bn. The relatively modest growth rates reflect the maturity of the industry in most

developed economies.

fair & lovely

Hindustan Unilever's "Fair and Lovely" is the leading skin-lightening cream for women in India.

Fair & Lovely’s unique patented formula with its fairness vitamin B3, combined with its triple

sunscreen system makes your skin noticeably fairer while giving it nourishment. All the active

ingredients in the Fair & Lovely formulation function synergistically to lighten skin color

through a process that is natural, reversible and totally safe.

Fair & Lovely, is one of the most trusted brand for young women in India (ranked 4. in

Economic Times survey of 180 top brands in 2001 and 2002 & ranked 7. in the Economic Times

survey in 2004).

Ponds white beauty

Pond’s is a part of Unilever group since 1986, they launch the ‘Pond’s White Beauty Detox’

products that provides a clearly enlighten pink glow. Ponds is a worldwide expert for the face

care which has its occurrence in 58 countries with top 3 countries- Japan, Korea and the Us as a

strong brand to be used for the face & skin care to consider with. It has detoxifying vitamins B6,

vitamin E, and vitamin B3, vitamin C, which reduces the result of the impurities in the

surroundings which causes darkness and reduces melanin in the skin; therefore it gives a pure,

smooth and glowing skin.

Neutrogena fine fairness cream

It helps to prevent appearance of brown spots and skin darkening due to sun exposure, as well as

dark spots from forming. Also enriched with protective multi-vitamin complex with antioxidants

to help prevent environmental damage and signs of accelerated aging. Super lightweight liquid

texture is oil-free and non-sticky for a clean, smooth feeling.

Garnier

Garnier Light Complete is a multi-action whitening cream that acts on dullness, dark spots,

excess oil and acne marks. Enriched with derivative salicylic acid with anti-bacterial

properties,its oil-trapping formula visibly reduces excess oil and shine for a 6 hour shine-free.

Fair and handsome

Emami in collaboration with Activor corp,USA, herbalists and dermatologists from India has

created a unique fairness cream for men with a breakthrough. Five power fairness system to

make skin fair and handsome. It used peptide molecule which works on the collagen structure of

male skin and improves skin texture .it also give pleasant after shave effect.

Olay white

Its lightweight SPF 30 formula with triple vitamin system protects your skin from long exposure

to the sun’s UVA & UVB rays. Refers to Niacinimide in formulation

Fair one

It has a unique blend of herbal ingredients created by Shenaaz Husain.It contains honey a natural

moisturizer and it refers to the epidermal layer of the skin.

Garnier menz

Garnier MEN Power light Fairness Moisturiser with SPF15. The first fairness cream for men.

Formula with SPF15 to protect skin from harmful sunrays and prevent further skin darkening.

LITERATURE REVIEW AND THEORETICAL FRAMEWORK

Literature review

K sangeetha in her paper “emotional marketing” explained the concept of emotional

marketing and how any company can use this concept in positioning of its product in the

consumer mind by associating features of the product with human emotion. She also stat

marketing strategy to make customer loyal to the brand and make then indulge in repeat

purchase of the product.

Jay Conrad levison in his book, “the way of the guervilla” gave 10 emotions to be

incorporated in to the design, content and advertising, which generate more sales from the

promotional efforts.

Achievement

Pride of ownership

Self improvement

Security

Status

Style

Conformity

Ambition

Power

Love

In a recent article, Spence Kramer, VP of Marketing and Communications for Virgin

America in the United States spoke about emotional marketing. He said, "Emotional

marketing doesn't mean much if the company's people, products and services don't back it

up. Nike doesn't succeed because Wieden and Kennedy make great commercials. Rather,

Nike succeeds because its core belief-its brand promise, its love of the potential for the

athlete inside everyone lives inside the people in Beaverton. When that love is manifested in

their gear, consumers manifest it in their own lives." The result is not only an emotional

connection but an individual one. Having a one-to-one relationship in today's marketplace is

essential for market dominence.

Theoretical framework

Brands that don't make emotional connections with their prospects and customers will eventually

lose out to those that do. Producers realized that there was a strong emotional connect between

consumers / customers and the products they use. They understood if the consumers’ emotions

are addressed in the right way they could get more loyal customers. This unlashed the new

approach to marketing which was termed as “Emotional Marketing”.

Emotional marketing is technique of associating product’s feature to the human emotions to

create bond with customers, foster loyalty and repeated purchase. Simply put, positioning of the

product can be done in the mind of customer through emotional marketing. adding an emotional

appeal helps a company sell its product more; and marketers are increasingly restoring to this

measure. Emotion acts as a catalyst in the engine of the purchase decision process. Rational

only generates interest in the product the ultimate driver is emotion. Customers are not

much interested in the attributes of the product; they want to know that how that product is going

to suit their personality. Customers purchase their products emotionally and rationalize their

choices intellectually.

Marketers therefore follow the concept of emotional marketing. They endeavour more emotions,

as emotional marketing helps in getting share of wallet. If strategically developed emotional

marketing can minimize the impact of rational factors, which may otherwise take away the

customer to the competitors.

RESEARCH METHODOLOGY

Problem statement

“Impact of emotional marketing on costumer’s purchase decision”

Research question

1) Do customers consider that it is an emotional appeal in advertisement?

2) Is consumer’s purchasing decision influenced by emotional concept used in advertisement?

Research objective

Primary objective

To study the impact of emotional marketing on customer’s purchase decision.

Secondary objective

To study the concept of emotional marketing.

To know the customer’s attitude towards an advertisement which include concept of

emotional marketing?

To know the consumer’s using habit of fairness creams.

To study the factors affecting consumer’s purchasing decisions.

To study the reliability of advertisements of fairness creams.

List of information needed

1. Are consumers familiar with fair and lovely advertisement?

2. What are consumer’s thinking regarding emotional advertisements?

3. How emotional strategies affect purchase decision?

Variables under study

1. Demographic variables

2. Usage

3. Attitude towards advertisement

4. Reference for product

5. Actual result of product

Hypothesis

H0: There is no significant impact of emotional marketing on consumer’s purchase decision.

H1: There is a significant impact of emotional marketing on consumer’s purchase decision.

Data collection plan

Data can be collected by two methods

Primary data

Secondary data

The primary data is being used in this research. Primary data is the data which is collected by

researcher for the purpose of research on hand for the first time.

Sampling Plan

Population : Fairness Cream consumersSample technique : Judgmental convenient samplingSample size : 120 consumersUnit of analysis : fairness cream users

Software package used

Researcher has used “IBM SPSS Statistics 17”.

Limitations of the study

1. This research study the impact of emotional marketing of only specified sector of product

(fairness creams).

2. This research work is confined to Surat city only.

Benefits of study

1. This research can be used by companies to judge the impact of emotional marketing

strategy.

2. This research paper will help regional companies in decision of investing in emotional

marketing concept.

DATA ANALYSIS AND INTERPERTATION

Frequency table of usage of fairness cream

Responses

Usage N Percent

fair_n_lovely_use 60 33.3%

fair_one_use 12 6.7%

garnier_light_use 27 15.0%

olay_white_use 14 7.8%

fair_n_handsome_use 12 6.7%

garnier_menz_use 3 1.7%

ponds_whitebeauty_use 52 28.9%

Total 180 100.0%

It shows how many respondents use which fairness cream. According to the frequency table 60

respondents use fair and lovely, 12 use fair one, 27 uses garnier light, 14 use Olay white, 12 use

fair and handsome, 3 use garnier menz and 52 use ponds white beauty cream.

Result of chi square test

H0: there is no relation between advertisement preference given by respondent to fairness cream

and usage of cream.

Chi square of fair and lovely usage and preference.

fair_n_lovely * fair_n_lovely_use Crosstabulation

Count

fair_n_lovely_use

Totalno yes

fair_n_lovely 1st priority 20 43 63

2nd priority 17 0 17

3rd priority 19 12 31

4th priority 2 5 7

8th priority 1 0 1

Total 59 60 119

Value df

Asymp. Sig. (2-

sided)

Pearson Chi-Square 29.257a 4 .000

Likelihood Ratio 36.462 4 .000

Linear-by-Linear Association 5.654 1 .017

N of Valid Cases 119

Interpretation

Table shows the chi square between usage of fair and lovely and preference given to fair and

lovely. In the chi square result shows that the significant Pearson values is less than 0.05. So the

null hypothesis is rejected and that proves that there is a significant relation between

advertisement preference and usage of fair and lovely.

Chi square of fair one usage and preference.

fair_one * fair_one_use Crosstabulation

Count

fair_one_use

Totalno yes

fair_one 1st priority 2 0 2



4th priority 14 5 19

5th priority 0 1 1

6th priority 2 0 2


Total 107 12 119

Chi-Square Tests

Value df

Asymp. Sig. (2-

sided)





.

Interpretation

Table shows the chi square between usage of fair one and preference given to fair one. In the chi

square result shows that the significant Pearson value is 0.05. So researchers fail to reject null

hypothesis it shows that there is no relation between advertisement preference and usage of fair

one.

Chi square of garnier light usage and preference.

garnier_light * garnier_light_use Crosstabulation

Count

garnier_light_use

Totalno yes

garnier_light 1st priority 1 0 1

2nd priority 6 0 6



5th priority 1 0 1



8th priority 2 0 2

Total 92 27 119

Chi-Square Tests

Value df

Asymp. Sig. (2-

sided)





Interpretation

Table shows the chi square between usage of garnier light and preference given to fair and

lovely. In the chi square result shows that the significant Pearson values is less than 0.05. So the

null hypothesis is rejected and that proves that there is a significant relation between

advertisement preference and usage of garnier white.

Chi square of Olay white usage and preference

olay_white * olay_white_use Crosstabulation

Count

olay_white_use

Totalno yes

olay_white 1st priority 1 4 5

2nd priority 0 2 2


4th priority 2 0 2




Total 105 14 119

Chi-Square Tests

Value df

Asymp. Sig. (2-

sided)





Interpretation

Table shows the chi square between usage of Olay white and preference given to fair and lovely.

In the chi square result shows that the significant Pearson values is less than 0.05. So the null

hypothesis is rejected and that proves that there is a significant relation between advertisement

preference and usage of Olay white.

Chi square of fair and handsome usage and preference

fair_n_handsome * fair_n_handsome_use Crosstabulation

Count

fair_n_handsome_use

Totalno yes

fair_n_handsome 1st priority 1 1 2

3rd priority 1 0 1



6th priority 1 0 1

7th priority 6 0 6


Total 107 12 119

Chi-Square Tests

Value df

Asymp. Sig. (2-

sided)





Interpretation

Table shows the chi square between usage of fair and handsome and preference given to fair one.

In the chi square result shows that the significant Pearson value is more than 0.05. So researchers

fail to reject null hypothesis it shows that there is no relation between advertisement preference

and usage of fair and handsome.

Chi square of garnier menz usage and preference

garnier_menz * garnier_menz_use Crosstabulation

Count

garnier_menz_use

Totalno yes

garnier_menz 2nd priority 31 1 32


5th priority 7 0 7

6th priority 1 0 1

7th priority 4 0 4


Total 116 3 119

Chi-Square Tests

Value df

Asymp. Sig. (2-

sided)





Interpretation

Table shows the chi square between usage of garnier menz and preference given to fair one. In

the chi square result shows that the significant Pearson value is more than 0.05. So researchers

fail to reject null hypothesis it shows that there is no relation between advertisement preference

and usage of garnier menz.

Chi square of Neutrogena usage and preference

No measures of association are computed for the cross tabulation of neutrogena_use *

neutrogena. At least one variable in each 2-way table upon which measures of association are

computed is a constant. So here chi square cannot be applied

Chi square of ponds white beauty usage and preference

ponds_wtbeauty * ponds_whitebeauty_use Crosstabulation

Count

ponds_whitebeauty_use

Totalno yes

ponds_wtbeauty 1st priority 14 36 50


3rd priority 1 4 5

4th priority 5 1 6

5th priority 3 1 4

6th priority 9 1 10

7th priority 1 0 1

8th priortiy 1 0 1

Total 67 52 119

Chi-Square Tests

Value df

Asymp. Sig. (2-

sided)





Interpretation

Table shows the chi square between usage of ponds white beauty and preference given to fair

and lovely. In the chi square result shows that the significant Pearson values is less than 0.05. So

the null hypothesis is rejected and that proves that there is a significant relation between

advertisement preference and usage of ponds white beauty.

Cross tabulation of usage and influence

influencea

Totalinfluence_ads

influence_family

usage influence_friends

usagea fair_n_lovely_use 58 13 0 59

fair_one_use 11 6 0 12

garnier_light_use 26 0 0 26

olay_white_use 14 1 0 14

fair_n_handsome_use 12 3 0 12

garnier_menz_use 3 0 0 3

ponds_whitebeauty_use 51 19 1 52

Total 115 34 1 118

Interpretation

The table shows cross tabulation of usage and influence. It shows that majority i.e.155 of

respondents are influenced by the advertisement, 34 are influenced by family usage and 1 is

influenced by friend’s recommendation.

Cross tabulation of usage and purchase decision influenced by advertisement

$usage*purchase_decision Crosstabulation

purchase_decision

Total20-40% 40-60% 60-80% 80-100%

usagea fair_n_lovely_use Count 15 6 0 39 60

fair_one_use Count 3 1 5 3 12

garnier_light_use Count 15 0 0 12 27

olay_white_use Count 2 5 1 6 14

fair_n_handsome_use Count 6 0 1 5 12

garnier_menz_use Count 1 1 0 1 3

ponds_whitebeauty_use Count 23 2 16 11 52

Total Count 41 10 16 52 119

Percentages and totals are based on respondents.

a. Dichotomy group tabulated at value 1.

Interpretation

The table shows the cross tabulation between usage of fairness cram and purchased decision

influenced by advertisement. Table shows there are 52 respondents whose purchase decision is

influenced by advertisement among which 39 use fair and lovely, 3 use fir one, 12 use garnier

light, 6 use Olay white, 5 use fair and handsome, 1 use garnier menz and 11 use ponds white

beauty.

Cross tabulation of usage and emotional involvement in advertisement

$usage*emotional_involve Crosstabulation

emotional_involve

Totalsome extent neutral

usagea fair_n_lovely_use 48 12 60

fair_one_use 8 4 12

garnier_light_use 25 2 27

olay_white_use 11 3 14

fair_n_handsome_use 12 0 12

garnier_menz_use 2 1 3

ponds_whitebeauty_use 46 6 52

Total 97 22 119

Percentages and totals are based on respondents.

a. Dichotomy group tabulated at value 1.

Interpretation

Table shows cross tabulation of usage and emotional involvement in the advertisement of each

cream. It shows that 97 respondent emotionally involved in the advertisement of particular cream

and out of which 48 respondent use fair and lovely and 46 respondents use ponds white beauty.

Whereas 22 respondents are neutral in the emotional involvement.

Frequency table of reliability of result shown in advertisement.

Frequency Percent

Valid agree 107 89.2

can't say 11 9.2

disagree 2 1.7

Total 120 100.0

Interpretation

Table shows the frequency regarding reliability of the result shown in advertisement, it shows

that 107 respondent agrees that result shown in advertisement works whereas 11 respondents

can’t say anything regarding result and 2 respondents are disagree with the statement.

FINDINGS

60 respondents use fair and lovely, 12 fair one, 27 garnier light, 14 Olay white, 12 fair

and handsome, 8 garnier menz and 52 respondents use ponds white beauty fairness

cream.

Following cream’s usage is influenced by emotional marketing strategy used in

advertisement

Fair and lovely

Fair one

Olay white

Ponds white beauty

Following cream’s usage is not influenced by emotional marketing strategy used in the

advertisement

Fair and handsome

Garnieg menz

115 respondents are influenced by the advertisement amongst which majority use fair and

lovely (58) and ponds white beauty (51).

34 respondents are influenced by family usage and 1 respondent is influenced by friend’s

recommendation.

52 respondent’s purchase decision is 80-100% influenced by the advertisement amongst

which 39 use fair and lovely and 11 use ponds white beauty.

97 respondents emotionally involved in the advertisement of fairness cream to some

extent, in which majority use fair and lovely and ponds white beauty.

107 respondents agree that the result shown in the advertisement really works.

CONCLUSION

The result of analysis shows that majority respondents use fair and lovely and ponds white

beauty. From the creams which are selected for research following creams purchase decision is

influenced by emotional marketing

Fair and lovely

Fair one

Olay white

Ponds white beauty

Following creams purchase decision is not influenced by emotional marketing

Fair and handsome

Garnieg menz

So, it conclude that emotional marketing strategy make impact on purchase decision of fairness

creams which are used by females, creams used by males are not influenced by the emotional

marketing.

Research also conclude that majority of respondents have positive attitude towards the emotional

advertisement. It also concludes that the result shown in the advertisement really works so the

advertisements are reliable.

BIBLIOGRAPHY

BOOKS:

R.Cooper & P. Schindler “Business Research Method” TATA Mc Graw

publication 9th edition

JOURNAL:

Advertisement express, September_2006.”Emotional marketing” by K.

Sangeetha

WEB SITES:

http://en.wikipedia.org/wiki/Personal_care

http://www.wipro.com/resource-center/library/pdf/cpg/home-personal-care-

industry.pdf

http://www.tsmg.com/download/article/Personal_Care_Chemicals.pdf

http://www.living.pushpi.com/ponds-white-beauty-cream.htm

http://www.finefairness.com.sg/range_moisture.aspx

http://www.fairandhandsome.net/

http://www.fairandhandsome.net/

http://www.finefairness.com.sg/range_moisture.aspx

http://www.living.pushpi.com/ponds-white-beauty-cream.htm

http://www.tsmg.com/download/article/Personal_Care_Chemicals.pdf

http://www.wipro.com/resource-center/library/pdf/cpg/home-personal-care-industry.pdf

http://www.wipro.com/resource-center/library/pdf/cpg/home-personal-care-industry.pdf

http://en.wikipedia.org/wiki/Personal_care

APENDIX

QUESTIONNAIRE

We, Dixita Chotalia and Vibha Jatav, students of Veer Narmad South Gujarat University, MBA program are conducting a research on “Impact of emotional marketing on customer Purchase decision”. Information given by you will be use for this purpose only and it will remain confidential. So you are kindly requested to give your valuable response.

1. Do you use any fairness cream?

Yes No

2. When do you use fairness cream?

Regularly

Special occasion

Rarely

3. Which fairness cream do you use?

Fair & lovely Fair & handsome

Fair one Garnier menz

Gainer light Neutrogena

Olay white Ponds white beauty

4. Have you seen the advertisement of above selected product?

Yes No

5. Give ranks to below products as per their advertisement effectiveness.

Fair & lovely Fair & handsome

Fair one Garnier menz

Gainer light Neutrogena

Olay white Ponds white beauty

6. From where do you get influence to use this product?

Advertisement

Family usage

Friend’s recommendation

7. To what extent advertisement affects your purchasing decision?

0-20% 60-80%

20-40% 80-100%

40-60%

8. Which part of the advertisement makes you consider that it is interesting

Theme Jingle

Celebrity emotion

9. How much you are emotionally involved in watching advertisement of any fairness cream?

Very much

Some extent

Natural

Low

Very low

10. Do you think result shown in this advertisement really works?

Strongly agree

Agree

Can’t say

Disagree

Strongly disagree

11. Whether you have experienced any such emotional phase after using this product?

Yes No

12. What kind of appeal according to you is approximate for fairness cream?

Emotional

Informative

Funny

13. Age

15-25 25-35 35-45 Above 45

14. Occupation: ______________

15. Income(monthly, in thousands)

15-25 25-35 35-45 45-55 Above 55

Research Final

Documents

emotional marketing

impact of emotional

emotional marketing

concept of emotional

emotional marketing

emotional advertisement

creams purchase decision

advertisement fair