Exploration of Emotional Factors in Influencing Consumer’s Purchasing Decision

Along with the development of a competitive global economy, businesses and marketers are facing with challenge how to understand and satisfy their consumers, built up and maintain the long-term relationship with consumers. The aim of this research figures out the influence of emotional factors on the consumer’s purchasing decision that can support marketers’ approach and keep relationship with their consumers, and it is premise for building the long-term consumer’s loyalty. This paper explores the influence of emotional factors in consumer’s purchasing decision through a survey on the target people group in Vietnam. The result of research shows the relationship between emotional factors and consumer’s purchasing decision. Additionally, the findings of research also provide groundwork and benefit for businesses or marketers building the marketing strategy that targets on the Vietnamese people.