期刊名称：Asian Journal of Business and Management Sciences
电子版ISSN：2047-2528
出版年度：2012
卷号：2
期号：07
页码：21-26
出版社：Society for Business Research Promotion
摘要：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 senses of the customers and to influence their choice decision. This paper aims at investigating consumer's 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 customer 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.
