Study on Impact of Marketing Strategy on Consumer of Amul Products
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Study on Impact of Marketing Strategy on Consumer of Amul Products
Authors:
- PRAGYANRANI BEHRA. Assistant Professor, Amity University Raipur (C.G.) SHARON VARGHESE, Enrollment no- - A80304622027, BCOM VI Sem,
Amity University Raipur (C.G.)
Abstract
In today’s dynamic and highly competitive marketplace, emotional branding has emerged as a vital strategy for building meaningful consumer relationships. Unlike traditional marketing, which focuses primarily on functional benefits and features, emotional branding centers on evoking emotional responses, thereby fostering deeper brand loyalty and trust. This research investigates how brand storytelling, a powerful tool within emotional branding, influences consumer purchase decisions across different demographics and industries.
The study adopts a mixed-methods approach, incorporating surveys, interviews, and content analysis of emotionally charged advertisements from brands like Nike, Dove, Apple, Tata, and Amul. Data is analyzed to understand consumer reactions to these brand stories, identifying emotional triggers and their direct or indirect influence on brand preference and buying behavior.
The findings highlight that emotional storytelling enhances brand recall, strengthens consumer-brand relationships, and significantly affects purchasing behavior, especially when the stories are authentic, culturally resonant, and value-driven. Emotional attributes like trust, nostalgia, aspiration, empathy, and pride were key in influencing consumer actions. The study concludes that storytelling not only differentiates brands in a cluttered market but also transforms them into emotionally meaningful experiences.
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