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

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