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 movingconsumers goods (FMCG) in Ho Chi Minh City market. The differences of rational and emotional preferences aresignificant between gender, age group, price segment and occupation. The finding results reflect part of Vietnameseconsuming culture therefore we can come up with implications to support marketers in finding out appropriatecontents for their marketing strategies. Data of this research was collected via direct survey and analyzed by theSPSS software.