Attitudes of Polish consumers toward experiential marketing

Abstract

Purpose: The experience economy is a concept that can be defined as a new way of perceiving the market offer of an enterprise, focusing on the customer experience. Enterprises, both in the production and service industries, are becoming similar to one another on a massive scale, which makes it increasingly difficult to stand out. The response to this can be to offer the consumer an unforgettable experience related to a product or service provided by a company. Methodology: This study analysed the results of qualitative research on the attitudes and opinions of Polish consumers on experience marketing. Results/findings: The results showed that participants of the study were prepared to transition from the economy based on products or services to an economy based on experiences at a moderate level. They declared a willingness to participate in experiences offered by companies but at the same time focus on the cost and utility of them.