Influence of Emotional Buying Behaviour on FMCG Products: A Case Study on Pathanjali Products in Srikakulam District, AP

Abstract

Emotional marketing for gaining competitive advantage and emotional association between the product and the customers has been tremendously employed by the companies is trending today. Several companies pertaining to Fast Moving Consumer Goods track the emotional traits matched up with their products for the value added promotion. The emotional factors influencing purchase behaviour of the consumers are varying for different industries and products as well. In retrospection with past researches, this study focuses on how the specific and selected emotional elements of well-being, Uniqueness, Security, Belongingness and Environmental protection influence on the buying behaviour of Patanjali FMCG products. The incredible growth in the shortest time of Patanjali products being carried forward through several promotion mix amalgamated with emotional bonding is the basic reason for the study. The objectives set are aimed to assume the analysis between five independent variables of emotional marketing elements and their influence on buying behaviour. Qualitative and quantitative research with exploratory and descriptive approaches through collecting data by both primary and secondary research was taken up to survey 447 consumers of Patanjali products at Srikakulam town in Andhra pradesh. The sampling technique used was simple random and the data collected through self-administered questionnaire by using Likert five scale and inferences were calculated through SPSS 20. The analysis has been carried out through the lence of ANOVA test and the conclusions backed up with inferences and hypotheses testing have escorted a path to certain recommendations of improvements in line with price setting, universal coverage, organic packaging etc. This paper explains the influence of emotional marketing elements on the buying behavour of consumers using Patanjali products.