Emotions are the part of the consciousness that involves feeling and sensibility. In the present competitive world Marketers realized a need to change the marketing strategies. This was the time when there was a need to find a differentiator that could help the Organization stand out among various competitors. This brought “Emotions” into picture. Producers realized that there was a strong emotional connect between consumers, customers and the products they use. Now Business Organizations understood if the consumers’ emotions are addressed in the right way they could get more loyal customers. This thinking of Business Organizations introduced the new approach to marketing which was termed as “Emotional Marketing”.
For any purchases some degree of emotions is always involved. Emotion acts as a catalyst in the engine of the purchase decision process. Marketers therefore follow the concept of emotional marketing. They endeavor more emotions, as emotional marketing helps in getting share of market. Hence, companies which want to stand above the competition have to take emotional marketing so as to increase market share. In customer's purchase decision Rational only generates interest in the product but the ultimate driver is emotion. Customers are not much interested in the attributes of the product, but they want to know that how that product is going to suit there personality. All Customers purchase their products emotionally and rationalize their choices intellectually.
The Research Paper is based on Primary Data collected from respondents. In this Research Paper researcher study the Impact of Emotional Marketing on customers purchasing of Durable and Nondurable goods. On the basis of collected data it is also find out that weather Emotional Marketing (Appeal) has an ability to change the customer's purchase decision of Durable and Nondurable goods.
Emotional Marketing, Emotional Appeal, Durable goods, Non-Durable goods, Purchase decision
