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 consumers goods (FMCG) in Ho Chi Minh City market. The differences of 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 contents for their marketing strategics. Data of this research was collected via direct survey and analyzed by the SPSS software.