| Summary: | 碩士 === 世新大學 === 企業管理研究所(含碩專班) === 96 === In a hypermarket or a general merchandise store, consumers may face thounsands of kinds of commodities, and their purchasing decisions are hard to make if the stores do not offer any promotion activities and purchasing guide for customers. Thus, it is very important for retailers to choose the effective marketing strategies and tactics when the demand of market is limited, many competitors want to join the market, and the macro-economy environment is getting worse. Experiential marketing has become the prevailing fashion for selling merchandises since it can provide customer value and create competitive advantage for retailers. The main reason for the rising of experiential marketing is that customers are tired of the services and products which are highly autonomous, uniformed, and constant. If the stores can offer a kind of consuming atmosphere and conditions which conforms to the reality of living, then the brand value of products will be fully perceived and customers’ consuming cognition can be awaked. Eventually their purchasing decisions are affected.
The present study adopted an experiment design where three kinds of products are chosen from hypermarket as subject to perform two types of experiental marketing experiments. The purposes of the research are to explore the influnce of experiential marketing on customer satisfaction, purchase intentions, and sales performance. Besides, the relationships among the above variables are also investigated. The final results show that after conducting experiencial marketing, the sales performance of manchandises will increase; however, the marketing effectiveness may be different depending on the chosen marketing channels, stores, and products. Moreover, the findings indicate that the influence of experiential marketing on the performance of non-finance dimensions such as customer satisfaction and purchase intension is not significant, but there is a positive effect on the financial performance, i.e. product selling growth rate, if the retailers has performed an experiniental marketing activity.
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