1、1880 单词， 1.1 万英文字符， 3160 汉字 Experiential Marketing An Insight into the Mind of the Consumer Adeosun L P K, Ganiyu R A. Experiential Marketing: An Insight into the Mind of the ConsumerJ. Asian Journal of Business and Management Sciences, 2012, 2 Ladipo Patrick Kunle Adeosun， Rahim Ajao Ganiyu Abstrac
2、t Experiential Marketing is the process of engaging customers with in-depth experiences of the product or a brand. It can also be termed as a live marketing engagement where there is a face to face interaction between the consumer and a product or a brand. Its purpose is to appeal to the emotional s
3、enses of the customers and to influence their choice decision. This paper aims at investigating consumers response to retail experiential marketing. As a descriptive and explanatory study, it establishes a connection between consumer lifestyle and behavior in modern retailing and how it affects cust
4、omer satisfaction. The paper suggests various characteristics and specifications that a retail outlet should have in order to appear most appealing to the consumer and create an experimental touch in the entire retailing process. Keywords:Shopping experience, customer, experiential marketing, custom
5、er satisfaction, emotional attachment. 1. INTRODUCTION In recent years, there has been increased interest in building and enhancing customer experience among researchers and practitioners. Companies are shifting their attention and efforts from premium prices or superior quality to memorable experie
6、nces. Also, the value created by memorable or unique customer experiences and emotions exert significant impact on organizational performance in terms of customer satisfaction, retention and loyalty. Experiential marketing is the new approach which views marketing as an experience and treats consump
7、tion like a total experiment, by taking cognizance of the rational and emotional aspects of consumption using eclectic methods. We are in the era of experience economy and the main concern and preoccupation of proactive organization is how to create total experience and unique value system for custo
8、mers, which necessitate the need to understand the life of customer from perspective of their shopping experience. Experiences is inherent in the mind of everyone, and may result into physical, emotional, and cognitive activities which invariably may generate strong feelings that the customer might
9、take away. Experience tends to come from the interaction of personal minds and events, and thus no two experiences may be the same in any occasion (Schmitt1999). Schmitt (2003) distinguishes between five types of experience that marketers can create for customers to include； sensory experience (sens
10、e)affective experience (feel), creative cognitive experience (think), physical experience, behaviors and lifestyles (act), and social-identity experience, all relating to a reference group or culture (relate). The author posits that the ultimate goal of experiential marketing is to create holistic e
11、xperience that seek to integrate all these individual types of experiences into total customer experience. According to Pine and Gilmore (1999), economic development is generating a new and dynamic era of experiences, which challenge the traditional sales approach focusing on product sales and servi
12、ce offering. And in order to enhance consumers emotional connections to the brand and provide a point of differentiation in a competitive oligopoly, retailers have turned their attention to creating memorable retail experiences, which try to appeal to consumers at both physical as well as psychologi
13、cal levels. The emergence and spread of shopping malls, supermarkets and hypermarkets in both developed and developing countries, heightened competition for consumers spendable or discretionary incomes. There are therefore more choices available for consumers than ever before. In such a situation re
14、tailers seeks to develop business strategies that focus on creating and maintaining customers, by offering customers a differentiated shopping experience. The term Experiential Marketing refers to actual customer experience with the product/service that drive sales and increase brand image and aware
15、ness. When done right, its the most powerful technique to win brand loyalty. Olorunniwoetal (2006) concluded that customer experience is related to behavioral intentions and connecting the audience with the authentic nature of the brand is one of the prime goal of experiential marketing. This is ach
16、ieved through participation in personally relevant, credible and memorable encounters. Shopping has been considered a search process where shoppers would like to ensure that they make the right decisions. In addition, they also intend to derive emotional satisfaction (Tauber1972). It has been found
17、that a high level of brand awareness may not translate into sales. Proactive organization should consider every visit of the shopper as a distinct encounter and a moment of truth. Unless the interaction is satisfactory, the next visit may not guaranteed. Therefore, if the store does not provide a co
18、mpelling reason for a repeat patronage, the amount of purchase per visit may likely decline (Zeithaml1998). The growing significance of experiential marketing has resulted into diverse and fascinating study on the concept (e.g. Csikzentmihalyi1997Schmitt 1999； Pine and Gilmore 1999； Holbrook2000； Ar
19、nouldetal2002Caru and Cova 2003 to mention a few). However, the dynamics of consumer behavior have necessitated the need for more papers. With few exceptions, the existing experiential retail literature has focused mainly on the isolated testing of static design elements (i.e. atmospherics, ambient
20、conditions, and services cape architecture) of retail stores (Turley and Milliman2000).McCole (2004) in particular recognizes this dearth of academic research in the areas of experiential and event marketing as an indication of the division between academia and business and calls for marketing theory in these areas to be more closely aligned with practice. Similarly, Gupta, (2003) identified a lack of systemic body of knowledge and conceptual framework on which to base scientific inquiry as a key tenet of
