Mood Pattern for Savory and Confectionary Food Item Among Gen-Y Women From Social Identity Standpoint

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Author(s): Swarna Rajesh (Reliance Brands Limited, India)
Copyright: 2019
Pages: 39
Source title: Optimizing Millennial Consumer Engagement With Mood Analysis
Source Author(s)/Editor(s): Sabyasachi Dasgupta (O.P. Jindal Global University, India)and Priya Grover (Symbiosis International (Deemed University), India)
DOI: 10.4018/978-1-5225-5690-9.ch006

Keywords: Business & Management / Business Science Reference / Consumer Management / Marketing

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Abstract

Much of the research in compulsive buying behavior has focused on broad personality traits of women. Such behavioral tendencies have been seen more in women than men. There have been certain papers attributed to geographical differences leading to differences in food habits as well. But, there has been little or no research specifically addressing Gen-Y women and what social identity differences lead to variation in their compulsive comfort food buying choices.

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Mood Pattern for Savory and Confectionary Food Item Among Gen-Y Women From Social Identity Standpoint

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