IDEAS home Printed from https://ideas.repec.org/p/hal/journl/hal-04850665.html
   My bibliography  Save this paper

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

Author

Listed:
  • 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)

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.

Suggested Citation

  • Satheeshkumar Rangasamy & Sushma Rawath & Gokula Krishnan S & Raja Gopal D, 2021. "Gender Based Mood Analysis on Purchase of Wrist Watches in Bangalore, Karnataka," Post-Print hal-04850665, HAL.
  • Handle: RePEc:hal:journl:hal-04850665
    DOI: 10.20448/journal.500.2021.83.61.68
    Note: View the original document on HAL open archive server: https://hal.science/hal-04850665v1
    as

    Download full text from publisher

    File URL: https://hal.science/hal-04850665v1/document
    Download Restriction: no

    File URL: https://libkey.io/10.20448/journal.500.2021.83.61.68?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    References listed on IDEAS

    as
    1. Gerald Zaltman, 2016. "Marketing’s forthcoming Age of imagination," AMS Review, Springer;Academy of Marketing Science, vol. 6(3), pages 99-115, December.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Kamiński Jacek, 2017. "Systemic Paradigm in the Tradition of Marketing Science," Economic and Regional Studies / Studia Ekonomiczne i Regionalne, Sciendo, vol. 10(4), pages 29-42, December.
    2. Robin A. Coulter, 2016. "From fragmentation to imagination: moving to Marketing’s next Era," AMS Review, Springer;Academy of Marketing Science, vol. 6(3), pages 132-141, December.
    3. Manjit S. Yadav, 2018. "Making emerging phenomena a research priority," Journal of the Academy of Marketing Science, Springer, vol. 46(3), pages 361-365, May.
    4. Bobby J. Calder & Alice M. Tybout, 2016. "What makes a good theory practical?," AMS Review, Springer;Academy of Marketing Science, vol. 6(3), pages 116-124, December.
    5. Manjit S. Yadav, 2017. "Disciplinary memory and theory development," AMS Review, Springer;Academy of Marketing Science, vol. 7(1), pages 1-3, June.
    6. Manjit S. Yadav, 2020. "Reimagining marketing doctoral programs," AMS Review, Springer;Academy of Marketing Science, vol. 10(1), pages 56-64, June.
    7. Eliza K. Dehay & Jan R. Landwehr, 2019. "A MAP for effective advertising: the metaphoric advertising processing model," AMS Review, Springer;Academy of Marketing Science, vol. 9(3), pages 289-303, December.
    8. Manjit S. Yadav, 2019. "AMS Review: Progress toward a world-class journal dedicated to theory development," AMS Review, Springer;Academy of Marketing Science, vol. 9(1), pages 1-4, June.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:hal:journl:hal-04850665. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: CCSD (email available below). General contact details of provider: https://hal.archives-ouvertes.fr/ .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.