DENEYİMSEL PAZARLAMANIN TÜKETİCİ SATIN ALMA NİYETİ ÜZERİNE ETKİSİ: SAKARYA İLİ ÖRNEĞİ
EFFECT OF EXPERIMENTAL MARKETING ON CONSUMER PURCHASE INTENTION: SAKARYA PROVINCE CASE
Author(s): Ayhan Serhateri, Fatih Güray KURŞUNSubject(s): Business Economy / Management, Behaviorism, Marketing / Advertising
Published by: Sakarya üniversitesi
Keywords: Experiential Marketing; Consumer Behavior; Consumer intention to buy; Costumer Experience; Marketing Experience;
Summary/Abstract: Aim: In this study, it is aimed to explain in detail the effects of experiential marketing on consumer and intention to buy. For this purpose, it is aimed to investigate the effect of demographic factors on experiential dimensions and to determine to what extent experiential marketing affects the consumer's purchase intention. Methods: In this study, 400 people were employed in the market in Sakarya. When the results of the questionnaire were evaluated, Factor Analysis, T Test, Regression Analysis and One Way ANOVA test were applied. The effect of demographic factors on experiential marketing and whether the dimensions of experiential marketing are influenced by intent to purchase has been examined. Findings: As a result of the regression analysis, it was supported that the dimensions of experiential marketing had an effect on consumer purchasing intention. Results: Experiential marketing dimensions positively affect consumer intention to purchase.
Journal: İşletme Bilimi Dergisi
- Issue Year: 8/2020
- Issue No: 1
- Page Range: 195-226
- Page Count: 32
- Language: Turkish