ROLE OF EMOTIONS IN PURCHASE OF PRODUCTS - A STUDY BASED ON INDIAN MARKET

Abstract

Emotions play an important role in the purchasing process of consumers and influence behaviour.  Emotional marketing is especially effective in the Indian market, which values family and tradition. Advertisers use humour to evoke positive emotions and evoke memories in their target audience. Advertisers frequently use images of people with desirable experiences and possessions to arouse consumer envy and encourage purchases. Emotions are important in the purchase of products in the Indian market. A study of the role of emotions in product purchases in the Indian market can assist businesses in understanding how to create an emotional connection with their customers and influence their decision-making process. The Indian market is highly competitive, with many brands vying for consumers' attention. The market has become even more complex as e-commerce has grown, giving consumersaccesstoabroaderrangeofproductsandservices.In such a case, businesses must understand how emotions influence product purchases.  Emotional engagement can help build brand loyalty and drive sales, whereas a lack of emotional engagement can lead to customer loss.

According to the study, Indian consumers are more likely to make impulse purchases based on emotional appeal. According to the study, emotional branding has a significant impact on customer loyalty.  Brands that establish emotional connections with their customers are more likely to have loyal customers who recommend their products to others.

Overall, the study demonstrates that emotions play a significant role in Indian consumers' purchasing decisions. Long-term loyalty and advocacy can be built by brands that understand and leverage emotional connections with their customers.

Keywords: Emotion, product purchase, Indian market, consumer’s self-image, emotional appeals.