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

Asian Journal of Social Sciences and Management Studies

8 Pages Posted: 11 Oct 2021

See all articles by Dr.R. Satheeshkumar

Dr.R. Satheeshkumar

Centre for Post Graduate Studies, Surana College, Bengaluru

Dr. S. Gokula Krishnan

Global Academy of Technology, Bangalure

Date Written: August 16, 2021

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, Triggering attributes, Marketing communication and cognition

JEL Classification: M00

Suggested Citation

Satheeshkumar, Dr.R. and Krishnan, Dr. S. Gokula, Gender Based Mood Analysis on Purchase of Wrist Watches in Bangalore, Karnataka (August 16, 2021). Asian Journal of Social Sciences and Management Studies, Available at SSRN: https://ssrn.com/abstract=3906427

Dr.R. Satheeshkumar

Centre for Post Graduate Studies, Surana College, Bengaluru ( email )

India

Dr. S. Gokula Krishnan (Contact Author)

Global Academy of Technology, Bangalure ( email )

Bangalore, 560098
India

HOME PAGE: http://https://linktr.ee/profgokula

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