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

Author

Listed:
  • Nguyen The Khang

    (Ton Duc Thang University, Vietnam)

  • Pham Thi Bich Ngoc

    (Hoa Sen University, Vietnam)

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.

Suggested Citation

  • Nguyen The Khang & Pham Thi Bich Ngoc, 2018. "Rational and emotional preferred appeals of television commercials for FMCG: Evidence from young adults in Ho Chi Minh city," HO CHI MINH CITY OPEN UNIVERSITY JOURNAL OF SCIENCE - ECONOMICS AND BUSINESS ADMINISTRATION, HO CHI MINH CITY OPEN UNIVERSITY JOURNAL OF SCIENCE, HO CHI MINH CITY OPEN UNIVERSITY, vol. 8(1), pages 37-49.
    • Handle: 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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    References listed on IDEAS

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