Paper Details

Name: Aakash Selvis Rebello
Country: Armenia

Year: 2025
Volume: Special Issue: Volume-12, Issue-1, Year: 2025 (January-June)
Page Number: 1-3
DOI: https://doi.org/10.5281/zenodo.15356176

This study explores how rational thinking and emotions shape consumer decisions, using
Zomato, India’s leading food-tech platform, as a case study. By applying the Howard-Sheth
Model (rational decision-making) and the Psychoanalytical Model (emotional influences), we
analyse Zomato’s strategies. Findings show that Zomato succeeds by combining practical
features (e.g., discounts, fast delivery) with emotional campaigns (e.g., nostalgia-driven
branding). Emotional loyalty boosts long-term customer retention, while rational factors like
app usability drive initial adoption. Recommendations include blending data-driven
personalization with storytelling to strengthen loyalty in competitive markets.
Keywords: Consumer Behavior, Howard-Sheth Model, Psychoanalytical Model, Rational
Decision-Making, Emotional Branding, Food-Tech Industry, Zomato Case Study, Consumer
Loyalty, Discount Strategies, Nostalgia Marketing, Brand Positioning, Customer Retention,
Digital Marketing, User Experience (UX), Market Competition, Social Influence on Buying,
AI-Driven Personalization