The importance of emotions in the purchase decision making process

Kátai Luca (2023) The importance of emotions in the purchase decision making process. Kereskedelmi, Vendéglátóipari és Idegenforgalmi Kar.

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Absztrakt (kivonat)

The customer decision making process is and has been a widely discussed topic since the beginning of capitalism and globalization. It is a highly relevant and important segment of businesses’ daily operation. However, in the cosmetic and beauty industry the importance of emotion driven decisions has an especially great importance. Women and men tend to purchase items which are not necessarily needed but they spend their money on these goods in the name of “self- care” or simply because “they deserve it”. They get manipulated with the smells, colors, logos, and the atmosphere of the company. In my opinion Lush did an excellent job not only identifying themselves as an entirely different company from their competitors, but they are also perceived by the public as a brand with outstanding values, extravagant products with high quality ingredients and fair pricing. The literature review and theoretical part of the paper consists of different sources concerning important information about marketing and marketing communication, customer decision making, including the steps of the decision-making process, the marketing funnel, and types of customer decision-making processes. Furthermore, the secondary research of the thesis covers the psychological backdoors used by companies including Lush and techniques with which customers can be urged to develop an emotional connection with the brand and purchase impulsively. The primary aim of the paper is to investigate the tools Lush utilizes in order to be perceived by the public exactly the way they want to be, and how they create a one-of-a-kind atmosphere around their brand. The paper will also address the unique marketing strategy of Lush which excludes the presence on the majority of social media presence and focuses on the in-person customer experiences. The primary research consists of two main areas, in-depth interviews with former and returning customers of Lush, and an online survey filled by both former and potential customers. With this mixed research method, a comprehensive perspective has been gained about the strengths of Lush and the brands communication techniques and public relation, as well as bout their weaker areas and aspects to be improved. All in all, the results of the conducted research have confirmed compelling need for different psychological advertising techniques in case of a cosmetic company, as Lush is an excellent example of how many different psychological advertising techniques can and should be used by brands in order to succeed and not only become but remain market leaders on the long run.

Intézmény

Budapesti Gazdasági Egyetem

Kar

Kereskedelmi, Vendéglátóipari és Idegenforgalmi Kar

Tanszék

Kereskedelem Tanszék

Tudományterület/tudományág

NEM RÉSZLETEZETT

Szak

Kereskedelem és marketing

Mű típusa:	diplomadolgozat (NEM RÉSZLETEZETT)
Kulcsszavak:	direct marketing, emotional advertising, marketing communication, purchase decision making, social influence
SWORD Depositor:	Archive User
Felhasználói azonosító szám (ID):	Archive User
Rekord készítés dátuma:	2024. Feb. 20. 15:06
Utolsó módosítás:	2024. Feb. 20. 15:06

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