Discuss the role of emotions in marketing and give some practical Essay

Discuss the role of emotions in marketing and intrust some practical suggestions on how emotions can help sell a product - Essay manikinPositioning of a firm generally depends on the perceived image of a firm or a product in the eyes of the customer. The extent of market competition has led the customer to be perceived as the most important stakeholder of a firm or an organization.Marketers and researchers earn often utilise the term consumer buy behaviour to explain the buying behaviour of the customer. They have tried to analyse the factors that have tried to enchant it. Consumer buying behaviour can be demarcated as the psychological do work behind the purchase making decision of a customer1.There are various imitates that try to define the consumer buying behaviour. The Black Box Model is the one that attempts to provide an insight into the factors that are taken into good will by a customer while making a purchase decision2.The Black Box model of consumer buying behavi our states that the purchase decision of a customer is defined by certain out-of-door as well as upcountry factors. The external factors constitute aspects like economic factors, media, technologies, politics as well as social factors. Social factors are generally believed to be affected by the influence of peers of the customer as well as the demographic demands of that region. Finally the marketing mix also plays a major role in deciding the purchase act of a customer. These factors are analysed by the internal thought process of the customer which is also referred as the Black Box. This takes into account the emotional factors of a customer3.As stated by the Black Box model, emotions play a major role in the purchase decision of a customer. Recent studies have indicated that often this aspect is being ignored by the marketers who try to influence the customer by using various aspects of the marketing mix. The importance of emotions in consumer buying behaviour is considered to be very important as most of the elements of