Indian Consumers and Experiential Marketing - The Retail Way
Published: 2011
Author(s) Name: Sukirti Pandey, Priyanka Darji
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Abstract
Experiential Marketing is the art and science of
engaging customers with in depth experiences of
the product. It can also be termed as live
marketing engagement where there is a face to
face interaction between the consumer and a
product or a brand. It is a concept applied so as to
appeal to the emotional senses of the customers
and to influence their purchase decision.
This paper aims at investigating consumers
response to retail experiential marketing. It would
involve analytical study of the connection between
consumer lifestyle and behaviour in modern
retailing. The paper would also suggest various
characteristics and specifications that a retail
format should have in order to appear most
appealing to the consumer in a shopping
experience.
The data will be collected through primary study
which would be qualitative in nature and a
structured guideline will be followed while
interviewing consumers to examine individual
responses.
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