ANALYSIS OF THE MARKETING EXPERIENCE STRATEGIES IMPLEMENTED BY CHOTHING BRANDS IN TWO SHOPPING CENTER IN CALI CITY, ANALISIS DE LAS ESTRATEGIAS DE MERCADEO DE LA EXPERIENCIA IMPLEMENTADAS POR MARCAS DE PRENDAS DE VESTIR, EN DOS CENTROS COMERCIALES DE LA CIUDAD DE CALI – COLOMBIA

Carmen Elisa Lerma Cruz

Revista Internacional Administracion & Finanzas, 2015, vol. 8, issue 6, 107-119

Abstract: Traditional marketing emphasizes brand functional values. On the other hand, experience marketing strategies create a meaningful connection between the consumer and the brand, adding sensory, emotional, cognitive, behavioral and social values. So, the customer does not choose a product or service just for the cost - benefit, but also for the experience it offers. The objective of this study is to identify the marketing experience strategies implemented by the clothing brands in their stores. The approach of the research is of mixed type, in the first qualitative stage, unstructured observation was made in the stores, and interviews. In the second stage systematic observation was performed with a registration form. The more prominent findings of this research were: first, to find that some brands implemented marketing strategies experience in its stores and online level. Second, on a scale of 1 to 5, brands obtained average experience level of 3.2. Third, the visual sense is more stimulated. And finally, trademarks are designed to stimulate 2 or 3 senses, preventing an integrated brand experience.

Keywords: Marketing Experience; Levels of Experience; Sensory Impact; Emotional Involvement (search for similar items in EconPapers)
JEL-codes: M3 M31 M37 (search for similar items in EconPapers)
Date: 2015
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