Article Details
  • Published Online:
    September  2024
  • Product Name:
    The IUP Journal of Brand Management
  • Product Type:
    Article
  • Product Code:
    IJBRM020924
  • Author Name:
    Sikha Rani Baishya and Smritishikha Choudhury
  • Availability:
    YES
  • Subject/Domain:
    Marketing
  • Download Format:
    PDF
  • Pages:
    18
Influence of Emotion on Need Generation and Purchase Intention Among Car Buyers: An Empirical Study
Abstract

The paper explores the role of emotions in need generation and purchase intention among Maruti Suzuki car buyers. Data was collected by administering a questionnaire using stratified random sampling. The sample size was 417 buyers in Guwahati, Assam.

Introduction

Emotion is an extremely relevant and critical factor while studying consumers’ buying decision-making process. The consumer decision-making process involves a psychological aspect, the analysis of which helps to understand the decisions of consumers regarding their purchases, and their evaluation in post-purchase phase.