Title: To Analyse How Emotional Purchase During Valentines Influence Damas Jewellery’s Marketing Strategy

Background of the study

Valentine days are the most emotional days in a new couple`s life. Couples are more likely to over indulge during the valentines holidays as each other try to outdo one another. Most of the purchases during the valentine’s season are emotional purchase. Emotional purchasing decisions are however, never too different from the other purchases decision processes as the three major decision elements are always involved. For, example, first the couple have to represent their problems by defining the problem that they really want to overcome or solve. Defining the purchasing problem help in deciding on the actual products, or gift to buy.

The second element is integration process whereby the buyer   evaluates various alternatives and decision on the gift to buy. For example, the customer will first compare various gifts from wristwatch, expensive phones, shoes, jewellery, shirt or underwear before making decision. However, these decisions are made in consideration of the tastes and preferences of their partner and their disposable income.  Finally, the buyer will decide whether to buy a new watch or to repair the previous one that was damaged. The decision plans is the ultimate point in purchasing decision processes as it determine whether the intention to purchase will actually be converted into an actual purchase.

Theoretical framework

Theory of reasoned action is founded on the argument that  purchase intention is influenced by  attitude and perceived social pressure during valentines.

Research aims and objectives.

The aim of this research is to analyse the decision processes involved when purchasing valentines gift for a partner. On the other hand, the objectives for the study include to:

  1. To explore the place of cognition and affect in consumer products evaluation
  2. To analyse how Damas Jewellery can leverage Cognitive, affective and conative responses to influences faster purchase cycles.
  3. To determine how Damas Jewellery use  consumer behaviours influence marketing strategy adopted by Damas Jewellery
  4. To evaluate the role of consumer behaviours in store design and  presentation during valentine
  5. To analyse the effectiveness of marketing strategies deployed by Damas Jewellery in influencing impulse buying
  6. To recommend directions for further research.


Research methodology

The research design

The research will follow the descriptive research design to realise the research object. The research will survey the consumers during the research period without manipulating any variable (Creswell, 2012).

Sampling and Data collection

The research will interview a random sample of 30 consumers during the Valentines Day to collect data for the study.  The random sampling method is chosen because it is not biased and can provide realistic sample that is fully representative of the study population.  Both qualitative and quantitative data will be collected and analysed to realize the research aims and objectives.

Data analysis

Data so collated will be analysed using statistical package for social scientists (SPSS) to get the means and modes as well as to identity any patterns in the purchasing decision processes. The researcher assumes that the consumers will be rational and emotional at the same time as such their decision processes will follow the conventional problem solving processes that has three elements Vis a Vis: problem representation, integration processes, and decision plans. Secondary data will be collected from scholarly journal, peer reviewed academic journals, course books and industry reports. These will provide valid literature to back up the findings of the primary data such as the influence of behaviour, culture and consumers reference group on the purchasing behaviour.


Project milestone

Date Activity
13th Feb 2016 Background study and literature review
14th Feb 2016 Data collection
15th Feb  2016 Data analysis
16th Feb 2016 Report writing
17th Feb 2016 Presentation












Selected references

Creswell, J., (2012). Educational research: Planning, conducting, and evaluating quantitative and qualitative research. Upper Saddle River, NJ: Prentice Hall.

Moutinho, L., (1987) “Consumer Behaviour in Tourism”, European Journal of Marketing, Vol. 21 Iss: 10, pp.5 – 44

Richardson, S., Dick, S., & Jain, K. (1994). Extrinsic and intrinsic cue effects on perceptions of store brand quality. Journal of Marketing, 58(4), 28–36

Lin, Y., & Ho, H. (2008). An examination of cultural differences in ethical decision making using the multidimensional ethics scale. Social Behavior and Personality: An International Journal, 36(9), 1213–1222

Marquis M., (2004) “Strategies for influencing parental decisions on food purchasing”, Journal of Consumer Marketing, Vol. 21 Iss: 2, pp.134 – 143

Homburg, C., Koschate, N. & Hoyer, W.D. (2006). The role of cognition and affect in the formation of customer satisfaction: a dynamic perspective, Journal of Marketing, 70 (3), pp. 21-31,

Park, J., Stoel, L. & Lennon, S.J. (2008). Cognitive, affective and conative responses to visual simulation: the effects of rotation in online product presentation, Journal of Consumer Behaviour, 7 (1), pp. 72-87, Wiley InterScience.

Peter, P. & Olson, C. (2010) Consumer behavior and marketing strategy. 9th ed. New York: McGraw-Hill/Irwin.