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

Year: 2025

Type: article

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.

Source: INTERANTIONAL JOURNAL OF SCIENTIFIC RESEARCH IN ENGINEERING AND MANAGEMENT

DOI: 10.55041/ijsrem42949

Author: Nithish E

Language: English

Topic: Consumer Behavior and Marketing Influence

Subfield: Marketing

Field: Business, Management and Accounting

Domain: Social Sciences

Open Access status: hybrid

OpenAlex ID: W4408769610

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