Journal of Marketing and Sales Management

Author: Prabhati Rathore

Abtract: Experiential Marketing can be termed as live marketing commitment where there is a face to face interaction between the consumer and a product or a brand .It is the art and science of engaging customers with in depth experiences of the product. It is a concept functional 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 engage analytical study of the connection between consumer lifestyle and behavior in contemporary 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 facts will be collected through primary study which would be qualitative in nature and a structured guideline will be followed while interviewing consumers to scrutinize individual responses.