Brand Positioning Statements vs. Emotional Value Proposition: Patanjali Products Are Reference
K. Prabhakar Rajkumar1, Mareena Abraham2

1Dr. K. Prabhakar Rajkumar, Associate Professor, Department of Commerce, Periyar University, Salem, (Tamil Nadu), India.
2Mareena Abraham, Research Scholar of Department of Commerce, Periyar University, Salem, (Tamil Nadu), India.

Manuscript received on 24 June 2019 | Revised Manuscript received on 05 July 2019 | Manuscript published on 30 July 2019 | PP: 454-464 | Volume-8 Issue-9, July 2019 | Retrieval Number: G5845058719/19©BEIESP | DOI: 10.35940/ijitee.G5845.078919

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Abstract: This study explores the consumer emotional attachment to the brand. A brand that can build up an emotional attachment with consumers plays a significant role in building up an emotional attachment and bonding in the market domain. The research paper used the CHAID, the decision tree method appears in the literature review with different names as automatic interaction detection, classification and regression tree, artificial neural network and genetic algorithm to evaluate the brand experience and attachment level, which create an emotional link with consumers, which are categorized in two groups i.e. Mediocre and Obsession. In this paper the selected observations for demographic and socio-psychological characteristics of respondents in creating the classification model for the identification of consumers’ emotional attachment towards the Patanjali brand for different categories of products were examined and evaluated. Our finding suggests the mechanism CHAID decision tree method, was used to verify the emotional attachment level of respondents. The dependency analysis between the selected personal, characterizes emotional values and consumer emotional attachment (based on obsession and mediocre) conducted on a sample of 126 respondents of Patanjali product consumers. In this decision tree method, the duration of the experience was the variable that strongly interacted with the consumer emotional attachment variable. The research paper attempts to reveal the concept of emotional value proposition ie. Emotion based brand positioning can establish the consumer – brand linkages at the emotional level. The parameter- duration and long experience with the consumption of products, makes consumers satisfied towards a product, moreover that product develops sentiment and emotional values in the consumer’s mind. This research work helps the manufacturers to develop the various sentiment value associated with consumers refer to the product, which could ultimately build up a strong emotional positioning in the minds of consumers moreover it will boost up the sales volume of the product.
Index Terms: Attachment, Brand Positioning, Consumer Experience Emotional Values, Patanjali Products.

Scope of the Article: Software Engineering Case Study and Experience Reports