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8 (1) 2018

Rational and emotional preferred appeals of television commercials for FMCG: Evidence from young adults in Ho Chi Minh city


Author - Affiliation:
Nguyen The Khang - Ton Duc Thang University , Vietnam
Pham Thi Bich Ngoc - Hoa Sen University , Vietnam
Corresponding author: Nguyen The Khang - nguyenthekhang@tdt.edu.vn

Abstract
This article has objectives to figure out the young adults’ preferences in advertising appeals of fast-moving consumer goods (FMCG) in Ho Chi Minh City market. The differences in rational and emotional preferences are significant between gender, age group, price segment and occupation. The finding results reflect part of Vietnamese consuming culture therefore we can come up with implications to support marketers in finding out appropriate content for their marketing strategies. Data of this research was collected via a direct survey and analyzed by the SPSS software.

Keywords
advertising; FMCG; rational and emotional preferences; young adults

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DOI: https://doi.org/10.46223/HCMCOUJS.econ.en.8.1.171.2018
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