Determining the impact of experiential marketing on consumer satisfaction: A case of India’s luxury cosmetic industry
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Author(s)Rati DhillonLink to ORCID Index: http://orcid.org/0000-0003-4219-6518
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Bhawna AgarwalLink to ORCID Index: http://orcid.org/0000-0002-3835-2699
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Namita RajputLink to ORCID Index: http://orcid.org/0000-0001-7978-0959
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DOIhttp://dx.doi.org/10.21511/im.17(4).2021.06
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Article InfoVolume 17 2021, Issue #4, pp. 62-74
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973 Downloads
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Creative Commons Attribution 4.0 International License
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.
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JEL Classification (Paper profile tab)M31, M37, C51, L66
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References49
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Tables4
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Figures8
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- Figure 1. Demographic analysis based on gender, age, education, and occupation
- Figure 2. Demographic analysis based on income, visit, and marital status
- Figure 3. Background analysis on knowledge of luxury brands
- Figure 4. Background analysis on knowledge of luxury brands
- Figure 5. Background analysis on usage, importance, and recommendation
- Figure 6. Background analysis based on integrity and reputation, staff support, and store location
- Figure 7. Background analysis based on product quality, product availability, and after-sale service
- Figure 8. Initial path diagram
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- Table 1. Reliability and validity test
- Table 2. Model fitness examination for the original model
- Table 3. Model fitness examination for the final model
- Table 4. Hypotheses testing
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Green product buying intentions among young consumers: extending the application of theory of planned behavior
Andhy Setyawan 
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Noermijati Noermijati ,
Sunaryo Sunaryo ,
Siti Aisjah
doi: http://dx.doi.org/10.21511/ppm.16(2).2018.13
Problems and Perspectives in Management Volume 16, 2018 Issue #2 pp. 145-154 Views: 2879 Downloads: 951 TO CITE АНОТАЦІЯThis research reveals the factors explaining the purchase intention toward green products among young consumers. Young consumers are beginner consumers who are going to play an important role to take a responsibility in preserving the environment. Theory of Planned Behavior (TPB) is selected as the main theoretical framework in this research alongside some other variables (environmental concern, environmental knowledge, and willingness to pay), which are added in the research model to expand TPB application. Three hundred and twenty-six respondents were interviewed through a survey and the data are analyzed using Structural Equation Modeling (SEM).
The findings illustrated that not every explanatory variable influenced the purchase intention toward green products among young consumers. Environmental concern and attitude did not influence the purchase intention toward green products among young consumers. -
Impact of culture, brand image and price on buying decisions: Evidence from East Java, Indonesia
Sudaryanto Sudaryanto ,
Imam Suroso ,
Anifatul Hanim ,
Jaloni Pansiri ,
Taskiya Latifatil Umama
doi: http://dx.doi.org/10.21511/im.17(1).2021.11
Innovative Marketing Volume 17, 2021 Issue #1 pp. 130-142 Views: 2262 Downloads: 679 TO CITE АНОТАЦІЯThe marketing strategy phenomenon improves significantly, narrowing from a general to a specific cultural ethnicity base and from variable to dimension analysis. This study examines the impact of culture, brand image and price on buying decisions. The study population comprised retail consumers in the sampled area of Situbondo, East Java, Indonesia. A multi-stage sampling technique was used to derive a sample of 112 respondents as a primary data source – descriptive statistics allows for the demographic characteristics of retail consumers in East Java, Indonesia. Surprisingly, the data showed that gender involvement in buyer decision-making was dominant. Most retail customers were identified as private-sector employees and indicated for higher income earners. Responses were then analyzed using multiple linear regressions to answer the research hypotheses. The results showed that Hofstede’s culture dimension and the brand image and price significantly affected consumer buying decisions at retail stores in East Java, Indonesia. Regarding the strength of Islamic culture in East Java, price was the primary consideration in buying decisions. Further research, preferably using ethnographic approaches with an emphasis on qualitative research, is needed to investigate the implications of these relationships.
Acknowledgment
We would like to thank the Research Centre (LP2M) of University of Jember, East Java, Indonesia, for their support and funding. We also want to thank Rusdiyanto, a Ph.D. student from the Faculty of Economics and Business, Universitas Airlangga, Surabaya, Indonesia, for his helpful discussions and contributions. -
Determinants of consumer retention strategies for telecom service industry in Central India
Vinod Sharma ,
Sunny Joseph ,
Jeanne Poulose
doi: http://dx.doi.org/10.21511/ppm.16(2).2018.28
Problems and Perspectives in Management Volume 16, 2018 Issue #2 pp. 306-320 Views: 1825 Downloads: 278 TO CITE АНОТАЦІЯThe telecommunication industry has witnessed a tremendous growth in recent times in India. It has not only been limited to voice calls, but also integrated into every aspect of human life. This has resulted in the rapid rise of market players, offering innovative products and services. In this changing scenario, we have tried to design and check a model of various factors such as loyalty, satisfaction and switching barriers (customer relationship management, alternative attractiveness and switching cost) influencing consumer retention strategies in Indian telecom service industry.
A structured and undisguised questionnaire and a convenient sampling method have been used to collect the data from respondents from three most populous cities (Indore, Bhopal, and Ujjain) of Central India. Around 450 questionnaires were distributed, out of which 318 usable responses were received for final analysis. The instrument was checked for validity and reliability before the data was analyzed. The hypotheses were tested through Structure Equation Modelling (SEM) for direct effect, and Multiple Moderating Regression Analysis (MMRA) for moderating effect.
The results suggested that loyalty, satisfaction, switching barriers and customer relationship management are positively related and have a direct influence on consumer retention, but the relationship with alternative attractiveness has been found weak. Switching cost, as moderating variable, was found to be very effective and showed significant deviation in the relationship between independent and dependent variables.
