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Consumer Behavior : A Digital Native
book

Consumer Behavior : A Digital Native

by Don E. Schultz, Jagdish Sheth, Varsha Jain
June 2019
Beginner content levelBeginner
480 pages
20h 15m
English
Pearson Education India
Content preview from Consumer Behavior : A Digital Native
142  Chapter 5
The a ective component of attitude relates to feelings and emotions. Indian consumers are
emotional and sentimental about brands and products as they are symbolically associated with
companies. Therefore, both utilitarian and hedonic benefi ts are imperative for Indian consumers.
For instance, the aesthetic appeal of a watch can develop both tangible benefi ts and emotional
connect. These watches are normally related to occasions such as anniversaries and birthdays.
Consumers attempt to create a relationship with design and occasion while deeply associating
their feelings and emotions with these occasions. They also click pictures ...
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Publisher Resources

ISBN: 9789353941468