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Abstract
It is easy to take a naive view of the sale, when it is believed that once the decision is made, the work is finished. It's dangerous and short-sighted to think about the sales strategy or building relationships with the client. A very small number of large sales is completed after the contract is signed by the client. Most of the sales include the introduction, installation, maintenance or any other contact by the buyer. The period after the decision-making is one of the most fruitful stages for finding opportunities for new sales. The sales strategy should be customer-cantered and how to influence it. From this follow - the better you understand the behaviour of the client, the easier it will be to develop a successful sales strategy. In the process of deciding on a large purchase, the client's behaviour is divided into three distinct stages. The purpose of the term paper is the overall examination and understanding Emotion based marketing and its impact on consumer decision making. In the first part of term paper describes the concept of customer decision making in general.Next part represents the customer decision making through the process those takes part in it. In the third part of term paper there are some factors which affect the decision-making process.Fifth part is going to describe the emotion-based factors those influence the decision-making process.The last part gives information about theoretical part and model of emotion-based customer decision making.
Key Words : Marketing, Decision-making, consumer, emotion, customer decision.
I.Introduction
Consumer behaviour is a process in which people determine what, where, when, how, from whom and how often to buy and buy at all. This behaviour depends on the demographic parameters of the person and the features of his character. A retailer should analyse the process of consumer acceptance of decisions from two different points of view. To do this, he must seek answers to the following questions: about buying what goods and services he thinks, where and when the consumer decides to purchase it)
The consumer can make a decision independently or under influence. If the decision is influenced, the consumer relies on the support of the retailer (for example, seeking help and information from qualified sales personnel) throughout the decision-making process....