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Role of Consumer Mood Analysis in Buying Guitars: An Exploratory Study Amongst Semi-Professionals and Professionals in Semi-Metro Cities

Role of Consumer Mood Analysis in Buying Guitars: An Exploratory Study Amongst Semi-Professionals and Professionals in Semi-Metro Cities
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Author(s): Aishwarrya Chakraverty (Symbiosis International (Deemed University), India)and Deepesh Mandal (Symbiosis International (Deemed University), India)
Copyright: 2019
Pages: 26
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.ch003

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Abstract

This chapter explores consumer engagement, brand/category recall of the target audience by utilizing the mind and mood analysis method. What really goes into the decision-making process by the consumers before making a choice in the market which is full of clutter in its space has been the sole purpose of this research paper. The arduous work involved processes to find out the consumer buying behavior of guitars by semi-professionals and professionals at Indian semi-metro cities. With the growing numbers of offline and online stores, consumers are spoilt for choices when it comes to purchasing the desired products. The innovative world and various brands of products make it difficult for a consumer to make a buying decision. The authors aimed to throw some light into how such decisions are made by choosing a target audience and one of the most popular musical instruments, guitars, by using some invigorating techniques which have been discussed in this research paper.

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