Gender Based Mood Analysis on Purchase of Wrist Watches in Bangalore, Karnataka

Satheeshkumar Rangasamy, Sushma Rawath, Gokula Krishnan S and Raja Gopal D
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Satheeshkumar Rangasamy: SEI - Surana College, Kengeri Campus, Bengaluru
Sushma Rawath: SEI - Surana College, Kengeri Campus, Bengaluru
Gokula Krishnan S: Acharya Institute of Technology
Raja Gopal D: VICAS - VIVEKANANDHA COLLEGE OF ARTS AND SCIENCES FOR WOMEN

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Abstract: Buying behavior and spending pattern are highly influenced by mood of the customer in general. Mood shapes person's attention, choices of the product and purchasing decision though the life span of mood is short. Organizations must find out means and measures to trigger customers' mood into positive that in turn will induce them to buy the product. This article focuses on gender-based mood analysis on purchase of wrist watches. The researcher has adopted structured questionnaire to get the primary responses from the respondent to study how far mood varies among the genders on purchase of wrist watches and researcher has made framework to highlight the order of the measures / attributes to be followed to trigger the customers' mood. The researcher has applied descriptive statistics to present the key aspects of mood of the respondents and applied ranking method to identify the attribute that trigger the mood of the potential customers. It is concluded that the attribute of demonstration of wrist watches features in specific to men and women, building a community group and attribute of need, elite and self-esteem, sense of accomplishment, aspiration, and marketing communication tactics are some of the significant attributes that trigger the customers to buy wrist watches from highest order to lowest order.

Keywords: Gender based; Purchase decision; Mood analysis; Marketing communication (search for similar items in EconPapers)
Date: 2021-08-16
Note: View the original document on HAL open archive server: https://hal.science/hal-04850665v1
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Published in Asian Journal of Social Sciences and Management Studies, 2021, 8 (3), pp.61 - 68. ⟨10.20448/journal.500.2021.83.61.68⟩

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DOI: 10.20448/journal.500.2021.83.61.68

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