Rational and emotional preferred appeals of television commercials for FMCG: Evidence from young adults in Ho Chi Minh city

Nguyen The Khang () and Pham Thi Bich Ngoc
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Nguyen The Khang: Ton Duc Thang University, Vietnam
Pham Thi Bich Ngoc: Hoa Sen University, Vietnam

HO CHI MINH CITY OPEN UNIVERSITY JOURNAL OF SCIENCE - ECONOMICS AND BUSINESS ADMINISTRATION, 2018, vol. 8, issue 1, 37-49

Abstract: This article has objectives to figure out the young adults’ preferences in advertising appeals of fast-moving consumer goods (FMCG) in Ho Chi Minh City market. The differences in rational and emotional preferences are significant between gender, age group, price segment and occupation. The finding results reflect part of Vietnamese consuming culture therefore we can come up with implications to support marketers in finding out appropriate content for their marketing strategies. Data of this research was collected via a direct survey and analyzed by the SPSS software.

Keywords: advertising; FMCG; rational and emotional preferences; young adults (search for similar items in EconPapers)
Date: 2018
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Persistent link: https://EconPapers.repec.org/RePEc:bjw:econen:v:8:y:2018:i:1:p:37-49

DOI: 10.46223/HCMCOUJS.econ.en.8.1.171.2018

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