EMOTIONAL APPEAL ON PURCHASE INTENTION FOR LOW INVOLVEMENT PRODUCT IN NEPAL By: Suman Bhandari Exam Roll No: 725/19 TU Registration No: 7-2-302-753-2014 A Graduate Research Report submitted to in partial fulfillment of the requirements for the degree of MASTER OF BUSINESS ADMINISTRATION at the School of Management Faculty of Management Tribhuvan University Kirtipur November,

Abstract

Emotional Appeal plays a great role in changing the purchase intention of consumer towards a particular product. Emotional appeal helps to create positive intention for product, ultimately leading to the purchase of that product. Low involvement product is that product where consumer purchases spontaneously without taking information of product. The study seeks to analyze the impact of emotional appeal on purchase intention for low involvement product in Nepal. The study targets consumers of aging in between (20-45 & above) and their consumptions of low involvement products within Nepal. The study takes emotion of love, emotion of happiness, emotion of excitement, emotion of safety, emotion of humor. The study adopts descriptive research design considering the population of Nepal where it takes 384 samples. The study collects information through structured questionnaire. A research indicates that male group, age group of 25-35, qualification of masters and