Study of how happiness affects consumer behavior

Abstract

The following study aims at understanding the effect of induced stimuli in triggering happiness thereby increasing the purchase intention. The study is dedicated to understanding the consumer behavior and their moods while shopping. A sample of 60 students were studied and the results are extrapolated to understand the general consumer behavior. Research objectives were framed by conducting secondary research and necessary hypothesis were formulated by using research objective and questions. The study conducted was causal in nature, experiments are conducted to two different groups by giving a different stimulus and understanding their mood pattern. Both the groups were asked to fill the same questionnaire, regardless of the stimulus given. Qualtrics was used to collect the data. The data collected is efficiently rechecked, cleaned and removed unfilled cells. The data is treated with each questionnaire check, missed data and checked for any outliers. Descriptive and Inferential analysis like t-test, factor analysis is carried out to explain the data received. For each analysis managerial implications were laid out to understand how the data can be used in making managerial decisions. The limitations of the conducted study is also represented at the end of the report.