CONSUMER’S EMOTIONAL INFLUENCE & VISUAL MERCHANDISING EFFECTS: SHOPPING MALLS

The research empirically examines the impact of emotional influence in evaluation and purchase decision with special reference to goods sold in shopping malls. Various factors which influence the consumer decision, such as ease offered by retailer to customers in defining, selecting and purchasing the product, brand value, utility of the product, reference group, value for money, advertising and its appeal etc are being critically analyzed and its impact is being empirically assessed. Apart from all the factors, emotion play a critical role in consumer decisionmaking and it strongly influence the consumer’s choices. Very little efforts have been done in the past in order to understand the source of emotional arousal in purchase decision. Emotions are subject to change and it is subjective in nature. Emotions silently and unconsciously drive the consumer’s decision at the destiny, where customers intend to go. Emotions are not necessarily permanent and it varies from customer to customer and even for the same customer, it is different, in different situation, so in order to be successful in this hyper competitive business era, organizations need to leverage emotions for business success, for better brand value, customer satisfaction and employee management