Study-Aids.co.uk benefits ,
Close window


The Relevance, Appropriateness and Effectiveness of Experiential Marketing in the UK (FMCG) Sector (2018)

Ref: market0156

Experiential marketing is known to increase overall and spontaneous brand awareness, purchases and recommendations by huge values in the market. This mode of marketing is fast gaining relevance in the market and becoming the necessary tool for marketers in general and specific for brand managers. With this importance, there has been a growing need for the use of experiential marketing in organizations thus indicating their relevance and effectiveness especially in the perishable market and the fast moving consumer goods (FMCG) sector. In determining the relevance and appropriateness of experiential marketing a relationship between the marketing strategy and other variables will be explored, the positivity and the positive consequences of these variables on experiential marketing is to indicate the relevance and appropriateness of the marketing mode.

In regards to the effectiveness, relevance and appropriateness of experiential marketing, the study sought to establish the relationship between experiential marketing, the consumer behavior or the behavior of purchaser, experiential value and customer loyalty in the fast moving consumer goods (FMCG) sector. In executing the study, a population of 1090 respondents was evaluated with the survey design being cross-sectional. In this population a sample of 381 was drawn. Questionnaires were administered to assist collect the responses. In establishing the relationship of the study, there was a rigorous data analysis that was carried out. The relationship would help determine the relevance, appropriateness and effectiveness of experiential marketing. From the study, the relationships between the experiential marketing, consumer behavior, experiential value and the loyalty of the customer were found to be positive and quite significant in determining the appropriateness of the marketing mode. Upon carrying out regression analysis, the results showed that experiential marketing, value and consumer behavior were significant predictors of customer loyalty. Given that the model used could only explain the customer loyalty of FMCG products by 45.8% in variance, the study recommends that further research should be done with other factors in place or put in consideration especially those that were not part of the model. In carrying out a further research, a longitudinal study is recommended.

Dissertation objectives

  • To carry out a detailed literature review of previous literature concerning the effectiveness, appropriateness and relevance of integration experiential marketing in organizations.
  • To examine the appropriateness of experiential marketing
  • To establish the relevance of experiential marketing
  • To determine the potential effectiveness of experiential marketing and experiential value.
  • To determine the relationship between experiential marketing, experiential value and customer loyalty

  • 14,000 words – 54 pages in length
  • Excellent use of literature
  • Excellent analysis of subject area
  • Well written throughout
  • Includes questionnaire
  • Ideal for marketing students

1 - Introduction
Background to the Study
Statement of the Problem
Purpose of the Study
Research Objectives
Research Questions
Scope of the Study
Subject scope
Geographical scope
Time Scope
Significance of the Study
Conceptual Framework

2 - Literature Review
Experiential Marketing
Experiential Marketing and Customer Loyalty
Experiential Marketing and Experiential Value
Experiential Value and Purchase Behavior
Experiential Marketing, Experiential Value and Customer Loyalty
Experiential Marketing, Purchase Behaviour and Customer Loyalty
Consumer Relationships and Emotions with Brands
Experiential Marketing Trend
Schmitt’s 5-Stages Experiential Marketing Strategy

3 - Methodology
Research Design
Study Population and Area
Sample Size and Sampling Technique
Data Sources and Data Collection Instruments
Measurement of variables
Validity and Reliability Instrument
Data Processing and Analysis
Limitations to the Study

4 - Analysis and Discussion
Survey results
The Relationship between the Study Variables
Experiential Marketing and Customer Loyalty
Experiential Marketing and Purchase Behavior
Experiential Marketing and Experiential Value
Experiential Marketing, Experiential Value and Customer Loyalty
Regression Analysis

5 - Discussion
Experiential Marketing and Customer Loyalty
Experiential Marketing and Purchase Behavior
Experiential Marketing and Experiential Value
Experiential Marketing, Experiential Value and Customer Loyalty

6 – Conclusions and Recommendations
Recommendations
Areas for further study

References

Appendix
Questionnaire

How To Order

1. Select reference number market0156 from the dropdown list

2. Click the PayPal button

3. Click the "Click Here" button on the PayPal page to submit your credit/debit card payment

4. We will email your chosen dissertation in PDF format within 24 hours
Please select: 

Back to Top