UNDERSTANDING THE RELATIONSHIP BETWEEN MOOD AND GENDER-BASED WRIST WATCH PURCHASES IN BANGALORE, KARNATAKA

Abstract

The mood of a customer plays a vital role in their purchasing decision. This study aims to explore the influence of mood on wristwatch purchases, specifically in relation to gender-based analysis, in Bangalore, India. The study analyzed the factors that influence consumers to purchase wrist watches, such as brand image, appearance, and durability. The study used a structured questionnaire to gather primary responses from 172 respondents, which were then analyzed using descriptive statistics and a ranking method. The findings showed that style is the main reason for purchasing a new wristwatch. The study also highlighted the measures and attributes that trigger customer mood to buy wrist watches. The findings reveal that demonstrating wristwatch features specific to men and women, building a community, and need, elite and self-esteem, sense of accomplishment, aspiration, and marketing communication tactics are the most significant attributes that trigger customers to purchase wrist watches