Exploring the influence of emotional marketing on consumer purchase decision and brand image : the case of laundry detergent
Jorge, Melina (2018)
Pro gradu -tutkielma
2018
School of Business and Management, Kauppatieteet
Kaikki oikeudet pidätetään.
Julkaisun pysyvä osoite on
http://urn.fi/URN:NBN:fi-fe2018120349666
http://urn.fi/URN:NBN:fi-fe2018120349666
Tiivistelmä
This research is aimed at studying the impact of emotional marketing on purchase decision and brand image for laundry detergent. Moreover, the overall goal is to determine if emotional marketing could be an alternative to the current price war which is taking place in the laundry detergent market. This research has been conducted among the French millennials. Thus, this research will also deepen our knowledge about millennials behaviour regarding to low-involvement purchase.
The study has been conducted according to qualitative research methods. The data collection consisted of semi-structured interviews with laundry detergent brand managers, semi-structured interviews with eight consumers chosen by the researcher as well as personal observation in two French stores, Leclerc and Carrefour. Moreover, secondary data were collected in order to have a deeper knowledge of the phenomenon. This research was conducted as an embedded single case study and triangulation was used to analyse the collected data and to ensure its validity.
The results indicate that even if price holds a significant place in consumer decision process, emotional marketing can have somehow influence consumer decision. Moreover, the impact of emotional marketing on brand image has been demonstrated through this study.
The study has been conducted according to qualitative research methods. The data collection consisted of semi-structured interviews with laundry detergent brand managers, semi-structured interviews with eight consumers chosen by the researcher as well as personal observation in two French stores, Leclerc and Carrefour. Moreover, secondary data were collected in order to have a deeper knowledge of the phenomenon. This research was conducted as an embedded single case study and triangulation was used to analyse the collected data and to ensure its validity.
The results indicate that even if price holds a significant place in consumer decision process, emotional marketing can have somehow influence consumer decision. Moreover, the impact of emotional marketing on brand image has been demonstrated through this study.