Influence of Experiential Marketing on Shoppers Behaviour at Gvk Mall –Hyderabad

Abstract

In Retail Industry there is a sea change compared with past and present constant increase in establishment of shopping malls this can be due to various reasons such as increase in income levels, upgradation of life style, metropolitan lifestyle, adoption of western culture etc also to the fact that malls are acting as one stop junction for providing entertainment, shopping, fun celebrating weekends with a great experience with loved once. The retail shopping malls in India is the mixture of domestic and foreign brands. In Indian brands the most popular one is Big bazaar, GVK lifestyle are the other competitors. International leading brands are shoppers stop, wall mart also play a dominant role in India. This article mainly focuses on the aspect called as experiential marketing as experience in terms management constitutes an episode which is personal coupled with importance in the emotional realms which is created by an interaction with a product or stimulus relating a brand. There are different types of experiences such as Product experience, Shopping, service & Consumption experience. To investigate process of shoppers behavior In this study major focus of experiential aspect is to relate with customers in a multiple level approach by connecting the link between of experiential marketing into five dimensions: Sense Experience, Feel Experience, Think Experience, Act Experience and Relate Experience as how these attributes will lead to total customer satisfaction on shoppers at GVK is been studied.