Transformations  in
Business & Economics

A STUDY ON SENSE, FEEL, THINK, ACT, RELATE FACTORS OF EXPERIENTIAL MARKETING IN RETAILING
Krishnaveni Muthiah, Suresh Suja

ABSTRACT. This paper investigates the factors of experiential marketing and their relationships in the context of retail business-to-consumer (B2C). The five experiential dimensions identified by Schmitt (1999), namely, sense, feel, think, act and relate were taken for scale development and their relationship has been studied in retail setting. Analysis of data collected from 1436 retail customers shows that these five factors help measuring experiential aspects in retail setting. The data also reveal the relationship among these experiential factors in retail atmosphere. This article brings out the understanding needed in experiential marketing, which aims at fulfilling expectations of customers for rich experiences which are devoid of negative cues, yet full of positive cues. This article provides valuable implications for retailers in achieving higher turnover by offering the richest experiences through sense, feel, think, act and relate experiences. Suggestions to academicians for future research are also discussed in this article .

KEYWORDS:  sense, feel, think, act, relate and experiential marketing.

JEL classification:  M31.