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Darji, Priyanka
- Indian Consumers and Experiential Marketing - The Retail Way
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1 MICA, Ahmedabad
1 MICA, Ahmedabad
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PRIMA: Practices and Research in Marketing, Vol 1, No 2 (2011), Pagination: 27-32Abstract
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 consumer's 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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