Experiential Marketing Analysis

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A fragment of this preliminary appeal is the element of disclosure. At which this well-established platform of pop-up stores produces an emotive engagement and a valuable “sensory experience”. (Schmit, 1999) This paper will examine the significance of experiential marketing and how it can fortify a retailer’s brand image. Benefits and concerns of this revolution will be discussed. And how it captures both the hedonistic and utilitarian elements of experiential marketing as supported by Fishbein and Ajzen (1975). In addition to, supporting the demand side analysis the demographic profiles and perceptions of the benefits and impacts surrounding pop-up stores will be analysed. Moreover, the intentions why retailers are exposed towards supplying …show more content…
(Time Out London, 2013) There is no uncertainty that experiential marketing can generate hedonic and utilitarian benefits. The theory of reasoned action illustrated by Fishbein and Ajzen (1975) and supported by Niehm et al (2007) is a “strong predictor of patronage intentions” customers have towards temporary stores. This theoretical framework investigates customer’s psychographic characteristics. With regards to customer innovativeness, market mavenism and the gratification of a purchase. This model analyses the facilitators of purchase decisions and novelty. Schacter (2004) viewed that age and gender has a substantial effect on the clientle awareness of pop-up stores. Predominately female and younger consumers are highly responsive towards the experiential marketing. (Niehm, L., Fiore, A-M., Jeong, M and Kim H-J., 2007) For instance, through experiential media consumer’s habits can be highly subjective. (Schacter, 2004) Moreover, the cognitions of impact within the consumer’s attitude and the analysis of footfall is a key consideration. (Kim, H., Fiore, A-M, Niehm, L. and Jeong, M., 2010) With regards to the benefits, the clientle segment with “innovativeness tendencies” believes that pop-up stores should fulfill the novelty/uniqueness factor. (Kim et al 2010 p.136) At which it is understood that both our perceptive and sensory stimulus are

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