A REVIEW ON IMPACT OF EMOTIONAL INTELLIGENCE ON CONSUMERS’ BUYING BEHAVIOR

Abstract

Study of consumers’ buying behavior is never being an easy task, as it is always uncertain. A consumer because suddenly change their mindset to purchase the product is never be predictable. There are many factors that affects consumers’ buying behavior and in present scenario one of the most important factors that have an impact on consumer behavior is Emotional Intelligence. Emotions that have a combination of personal feelings and experiences help to decide to choose the product. Emotional Intelligence relates to a rational decision making when consumer takes decision to choose the product. When consumer evaluate the brands in the market, they first use their emotions relate to their brands rather than brands features, facts etc. The objectives of this research are to explore the impact of emotional intelligence on consumers’ buying behavior and review existing literature on the subject and to provide insight on implications of emotional intelligence for businesses and marketers. This article will be beneficial for researchers, Marketers and Organizations. Strategic frameworks of this paper will be useful in more reflective research, selling, and practice relating to the subject matter of consumer’s buying behavior.