scholarly journals Influence of Experiential Marketing on Shoppers Behaviour at Gvk Mall –Hyderabad

In Retail Industry there is a sea change compared with past and present constant increase in establishment of shopping malls this can be due to various reasons such as increase in income levels, upgradation of life style, metropolitan lifestyle, adoption of western culture etc also to the fact that malls are acting as one stop junction for providing entertainment, shopping, fun celebrating weekends with a great experience with loved once. The retail shopping malls in India is the mixture of domestic and foreign brands. In Indian brands the most popular one is Big bazaar, GVK lifestyle are the other competitors. International leading brands are shoppers stop, wall mart also play a dominant role in India. This article mainly focuses on the aspect called as experiential marketing as experience in terms management constitutes an episode which is personal coupled with importance in the emotional realms which is created by an interaction with a product or stimulus relating a brand. There are different types of experiences such as Product experience, Shopping, service & Consumption experience. To investigate process of shoppers behavior In this study major focus of experiential aspect is to relate with customers in a multiple level approach by connecting the link between of experiential marketing into five dimensions: Sense Experience, Feel Experience, Think Experience, Act Experience and Relate Experience as how these attributes will lead to total customer satisfaction on shoppers at GVK is been studied.

Author(s):  
Alparslan Özmen

Nowadays, transportation, communication, technology and scientific developments are rapidly changing all areas. Consumers have been changed by the intensification of rivalry. Businesses have to produce proper products and services by giving more attention to changing consumer demands and needs against this rivalry. So, the experience economy is seen to take the place of the service economy. In this context, marketing strategies rather than selling products and services varies as to ensure consumer experience. Thus, the experience economy is starting with proposing products and services as a theater or visual art. Service here; to put on the stage is to create unforgettable moments and memories for customers. Today consumers are looking for features that address to their emotions and feelings. In this sense, experience takes the place of the functional value by providing mental, emotional, cognitive, behavioral and relational values. Consumption experience, is composing the focal point of the experiential approach, creating fantasies, emotions and entertainment. From this point they entered rivalry and began branding in cities. Therefore, all the dynamics of the city is necessary to make a difference by staging features that the experiential marketing has revealed. With which properties cities must be at the forefront, they should be identified and tried to be marketed. Experiential marketing will create an unforgettable experience by making the biggest help for city branding. By taking experiential marketing, the study will attempt to evaluate its effect to city branding with making conceptual analysis in the theoretical structure framework.


2019 ◽  
Vol 5 (2) ◽  
pp. 45 ◽  
Author(s):  
Irfan Ali Shah ◽  
Zulfiqar Ali Rajper ◽  
Ikhtiar Ali Ghumro ◽  
Saqib Wahab Mahar

This empirical study explores mediating role of experiential value between experiential marketing and Customer satisfaction in the context of Pakistan. The Experiential marketing is used as independent variable consist of five dimensions (Sense Experience, Feel Experience, Think Experience, Act Experience and Relate Experience), Experiential value is used as mediator which is consist of four dimensions aesthetic, playfulness, service excellence, and consumer return on investment (CROI) Customer Satisfaction is used as dependent variable in this research. Fast food industry is selected for this study. Survey method is used to collect data, SPSS (18) and AMOS (18) versions are used for data analysis. Results are supporting the hypothesis that experiential value mediates relationship between experiential marketing and customer satisfaction. This particular study is among few studies which have explored the mediating role of experiential value between experiential marketing and customer satisfaction. The current study will benefit marketers in understanding the importance of customer’s experiences, experiential value that leads to Customer Satisfaction.


2020 ◽  
Vol 8 (5) ◽  
pp. 3644-3649

We humans live life for attaining happiness by the way of fulfilling our needs wants & desires. We work hard to earn and satisfy all our requirements. We strive to derive a better experience upon our every shopping attempt which we make. Retail therapy in shopping is to improve the shoppers mood or disposition which is seen among people during depression or stress, in normal context it is a small duration-lived habit. Products purchased during period of retail therapy are also referred to as "comfort buys". in shopping experience, human brain apparently releases the chemical known as dopamine, a natural messenger required for the normal functioning of the brain, and it plays dominant role in our ability to experience pleasure and pain. It appears also to have a role in addictive behavior. The most important reason shopping malls are so popular is due to convenience. Which include clothing stores, a food court, movie theaters, etc Shopping might not be good for wallet, but it could be good for health, new research suggests. Walking within the mall between stores, multiplex, food court, gaming zone etc provides better enjoyment experience which ultimately results into shopper’s satisfaction. “Therapy” denotes the favorable impact of shopping experience of shoppers at shopping malls, there are indeed psychological rewards. This article discuses about retail therapy from shoppers’ experience point of view as depending upon the experience, knowledge & situation the shoppers intend to make compulsive or impulsive buying which impacts behavior of shopper & emotions which are been motivated by desire to fulfill material needs and wants.


Author(s):  
Mervat Medhat Youssef ◽  
Hanan Atef Abdallah

This chapter aims to contribute towards the improvement of using Experiential Marketing as a business model in Emerging Markets. This chapter also clarifies how experiential marketing fits within the Emerging marketing climate, and how to go about planning and evaluating it for best results. It provides examples focused on Emerging Markets ethics, market mix strategies, customer brand consumption experience and consumer word of mouth. The finding suggests how Experiential Marketing strategies can best utilize marketing communication channels to achieve Emerging Markets objectives. This chapter will encourage companies and brands in Emerging Markets to look into using experiential advertising in their marketing strategies. The chapter will focus on highlighting the connection between Emerging Markets and Experiential Marketing in different aspects, which then will be analyzed in order to determine how functional and successful Experiential Marketing can be. It concludes with analysis of demonstrating views from the public and experiential specialists.


2018 ◽  
Vol 4 (4) ◽  
pp. 296
Author(s):  
Wei Bi ◽  
Jun Wu ◽  
Yang Gao ◽  
Rungtai Lin

<p><em>With the continuous development of China’s real estate market and the continuous improvement of people’s living standards, the home buyers’ demand for emotional experience has been constantly aroused, thus making emotional experiential marketing more important in customer behavior. In the era of pursuing personalized experience, experiential marketing has become a powerful means for enterprises to achieve stRung competitiveness. It is usually connected with the creation of an atmosphere, an environment and a situation, the completion of a process and the making of a commitment, and sometimes it needs a customer’s active participation. This paper is based on Vanke’s real estate marketing, first gives a detailed introduction to the real estate experience in terms of the experience economy, experiential marketing and emotional experience, and then analyzes the application of experiential marketing in real estate marketing from product experience, user-friendly experience, scene setting experience and theme interactive experience to discuss how experiential marketing is implemented in Vanke’s real estate, learn from it and provide reference of effective experience for future researches.</em></p>


2020 ◽  
Vol 23 (2) ◽  
pp. 20
Author(s):  
Kevin Benitto Hartono ◽  
Lina Salim

Nowadays, shopping malls growth are extremely high in Jakarta area. One of the shopping malls that has existed for a long time and still thrives in Jakarta is Mal Kelapa Gading (MKG). The objective of this research is to examine the impact of experiential marketing and service quality toward MKG’s customer loyalty with customer satisfaction and trust as mediation variables. The data was collected by distributing 233 questionnaires to the residents around the area of the mall. As this research model has passed 11 goodness of fit test indicators, this model has been proven consistent to the empirical data. There are 6 hypotheses in this research, 4 of which are proven true. The results of this research indicate that there is a positive impact in experiential marketing and service quality toward customer loyalty with customer satisfaction and trust as mediation variables. On the one hand, customer satisfaction has become the best mediating variable to strengthen the impact of experiential marketing and service quality toward customer loyalty. On the other hand, experiential marketing and service quality do not affect trust. Trust is useful as a mediating variable if there is an influence from customer satisfaction. Keywords: Consumers’ Satisfaction, Customers’ Loyalty, Experiential Marketing, Service Quality, Trust


Author(s):  
Peter J. Markie

Rationalism is the view that reason, as opposed to, say, sense experience, divine revelation or reliance on institutional authority, plays a dominant role in our attempt to gain knowledge. Different forms of rationalism are distinguished by different conceptions of reason and its role as a source of knowledge, by different descriptions of the alternatives to which reason is opposed, by different accounts of the nature of knowledge, and by different choices of the subject matter, for example, ethics, physics, mathematics, metaphysics, relative to which reason is viewed as the major source of knowledge. The common application of the term ‘rationalist’ can say very little about what two philosophers have in common. Suppose we mean by reason our intellectual abilities in general, including sense experience. To employ reason is to use our individual intellectual abilities to seek evidence for and against potential beliefs. To fail to employ reason is to form beliefs on the basis of such non-rational processes as blind faith, guessing or unthinking obedience to institutional authority. Suppose too that we conceive of knowledge as true, warranted belief, where warrant requires that a belief be beyond a reasonable doubt though not beyond the slightest doubt. Here, then, is a version of rationalism: reason is the major source of knowledge in the rational sciences. This is a weak version of rationalism which simply asserts that our individual intellectual abilities, as opposed to blind faith and so on, are the major source of knowledge in the natural sciences. It is clearly not very controversial and is widely accepted. Suppose, however, we take reason to be a distinct faculty of knowledge distinguished from sense experience in particular. To employ reason is to grasp self-evident truths or to deduce additional conclusions from them. Suppose we conceive of knowledge as true, warranted belief, where warrant now requires that a belief be beyond even the slightest doubt. Let us also extend our attention to metaphysics and issues such as the existence of God, human free will and immortality. Here is a much stronger version of rationalism which asserts that the intellectual grasp of self-evident truths and the deduction of ones that are not self-evident is the major source of true beliefs warranted beyond even the slightest doubt in the natural sciences and metaphysics. Clearly it is highly controversial and not very widely accepted. The term ‘rationalism’ has been used to cover a range of views. Scholars of the Enlightenment generally have in mind something like the first example – a general confidence in the powers of the human intellect, in opposition to faith and blind acceptance of institutional authority, as a source of knowledge – when they refer to the rationalist spirit of the period and the work of such philosophers as Voltaire. Most frequently, the term ‘rationalism’ is used to refer to views, like the second one above, which introduce reason as a distinct faculty of knowledge in contrast to sense experience. Rationalism is then opposed to empiricism, the view that sense experience provides the primary basis for knowledge. This entry concentrates on this still very general form of rationalism, reserving the term ‘rationalism’ for it alone.


Author(s):  
Ali Ihtiyar ◽  
Osman Nuri Aras

The purpose of this study is to examine the influence of experiential marketing on experiential values of young customers and respectively on their satisfaction and word of mouth, intention to pay more and revisit. Primary data were gathered through questionnaires conducted with 489 respondents to examine young customers' experiences in well-known grocery retails in Phnom Penh, Cambodia. Structural equation modelling using partial least square (PLS) method results were adequate in terms of reliability and validity. Empirical results revealed that some of strategic experiential modules and service quality perceptions of young customers have positive influences on customer experiences (functional and emotional). This research contributes to shed light on the role of shopping experiences of young retail consumers on experiential values, customer satisfaction, and post-purchase attitudes. It is anticipated that by filling this knowledge gap, strengthening retail-shopping strategies, which require an adjustment in the current business environment, can be developed.


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