Marketing strategies to development chocolate industry in Thailand.

Abstract

In these days, there is the growth significant of the concept of emotional advertising as it likely to shape the perception of the customers and possibly influence the customer buying decision and intention. This research was conducted to investigate the impact of emotional marketing on customer purchasing decision in Thailand. Quantitative approach was the major method used which the online questionnaire was conducted. A sample of 124 respondents was obtained within three weeks and their responses were further analyzed on SPSS software by applying different methods. The results revealed that the emotional advertising is able to trigger customer respond towards the advertising. However, there is no association between emotional advertising and customer perception. The research also states that the impact of emotional advertising on customer purchasing decision is very weak. Theoretical and practical implications, research limitations and the future study directions also have been given at end of the paper.