Determining the impact of experiential marketing on consumer satisfaction: A case of India’s luxury cosmetic industry

The growth of consumerism in the luxury cosmetic industry in India is backed by the ability and willingness of the consumers to spend money, internet penetration, awareness, and consciousness of luxury cosmetics from exposure to beauty brands. Among other methods of marketing, the adoption of experi...

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Autores principales:	Rati Dhillon, Bhawna Agarwal, Namita Rajput
Formato:	article
Lenguaje:	EN
Publicado:	LLC "CPC "Business Perspectives" 2021
Materias:	brand image consumer satisfaction experiential marketing Indian cosmetic industry SEM Marketing. Distribution of products HF5410-5417.5
Acceso en línea:	https://doaj.org/article/ee643dc0a4df4296a192005b19d5d69c
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spelling	oai:doaj.org-article:ee643dc0a4df4296a192005b19d5d69c2021-11-05T12:04:16ZDetermining the impact of experiential marketing on consumer satisfaction: A case of India’s luxury cosmetic industry10.21511/im.17(4).2021.061814-24271816-6326https://doaj.org/article/ee643dc0a4df4296a192005b19d5d69c2021-11-01T00:00:00Zhttps://www.businessperspectives.org/images/pdf/applications/publishing/templates/article/assets/15787/IM_2021_04_Dhillon.pdfhttps://doaj.org/toc/1814-2427https://doaj.org/toc/1816-6326The growth of consumerism in the luxury cosmetic industry in India is backed by the ability and willingness of the consumers to spend money, internet penetration, awareness, and consciousness of luxury cosmetics from exposure to beauty brands. Among other methods of marketing, the adoption of experiential marketing is gaining ground. It is specifically relevant in the cosmetic industry as it creates behavioral experience, brand experience, and brand engagement for appealing to the affective, sensory, and intellectual aspects of the consumers. The study examines the impact of experiential marketing on consumer satisfaction while identifying its importance in the industry. With the help of a close-ended questionnaire, a survey was conducted to examine the perception of 820 consumers of luxury cosmetics in India. SEM analysis was conducted to examine the impact of experiential marketing on consumer satisfaction using SPSS AMOS software. Herein, experiential marketing is represented by five components i.e. relate, feel, think, act, and sense while customer satisfaction by three components i.e. overall service quality, individual experience, and service quality, and perceived expectation-actual performance. The findings of the study revealed the presence of a positive impact.Rati DhillonBhawna AgarwalNamita RajputLLC "CPC "Business Perspectives"articlebrand imageconsumer satisfactionexperiential marketingIndian cosmetic industrySEMMarketing. Distribution of productsHF5410-5417.5ENInnovative Marketing, Vol 17, Iss 4, Pp 62-74 (2021)
institution	DOAJ
collection	DOAJ
language	EN
topic	brand image consumer satisfaction experiential marketing Indian cosmetic industry SEM Marketing. Distribution of products HF5410-5417.5
spellingShingle	brand image consumer satisfaction experiential marketing Indian cosmetic industry SEM Marketing. Distribution of products HF5410-5417.5 Rati Dhillon Bhawna Agarwal Namita Rajput Determining the impact of experiential marketing on consumer satisfaction: A case of India’s luxury cosmetic industry
description	The growth of consumerism in the luxury cosmetic industry in India is backed by the ability and willingness of the consumers to spend money, internet penetration, awareness, and consciousness of luxury cosmetics from exposure to beauty brands. Among other methods of marketing, the adoption of experiential marketing is gaining ground. It is specifically relevant in the cosmetic industry as it creates behavioral experience, brand experience, and brand engagement for appealing to the affective, sensory, and intellectual aspects of the consumers. The study examines the impact of experiential marketing on consumer satisfaction while identifying its importance in the industry. With the help of a close-ended questionnaire, a survey was conducted to examine the perception of 820 consumers of luxury cosmetics in India. SEM analysis was conducted to examine the impact of experiential marketing on consumer satisfaction using SPSS AMOS software. Herein, experiential marketing is represented by five components i.e. relate, feel, think, act, and sense while customer satisfaction by three components i.e. overall service quality, individual experience, and service quality, and perceived expectation-actual performance. The findings of the study revealed the presence of a positive impact.
format	article
author	Rati Dhillon Bhawna Agarwal Namita Rajput
author_facet	Rati Dhillon Bhawna Agarwal Namita Rajput
author_sort	Rati Dhillon
title	Determining the impact of experiential marketing on consumer satisfaction: A case of India’s luxury cosmetic industry
title_short	Determining the impact of experiential marketing on consumer satisfaction: A case of India’s luxury cosmetic industry
title_full	Determining the impact of experiential marketing on consumer satisfaction: A case of India’s luxury cosmetic industry
title_fullStr	Determining the impact of experiential marketing on consumer satisfaction: A case of India’s luxury cosmetic industry
title_full_unstemmed	Determining the impact of experiential marketing on consumer satisfaction: A case of India’s luxury cosmetic industry
title_sort	determining the impact of experiential marketing on consumer satisfaction: a case of india’s luxury cosmetic industry
publisher	LLC "CPC "Business Perspectives"
publishDate	2021
url	https://doaj.org/article/ee643dc0a4df4296a192005b19d5d69c
work_keys_str_mv	AT ratidhillon determiningtheimpactofexperientialmarketingonconsumersatisfactionacaseofindiasluxurycosmeticindustry AT bhawnaagarwal determiningtheimpactofexperientialmarketingonconsumersatisfactionacaseofindiasluxurycosmeticindustry AT namitarajput determiningtheimpactofexperientialmarketingonconsumersatisfactionacaseofindiasluxurycosmeticindustry
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Determining the impact of experiential marketing on consumer satisfaction: A case of India’s luxury cosmetic industry

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