EFFECT OF EXPERIMENTAL MARKETING ON CONSUMER PURCHASE INTENTION: SAKARYA PROVINCE CASE

Year 2020, Volume: 8 Issue: 1, 195 - 226, 30.04.2020

Ayhan Serhateri , Fatih Güray Kurşun

https://doi.org/10.22139/jobs.652683

Cited By: 1

Abstract

Aim: In this study, it is aimed to explain the effects of experiential marketing on the consumer and the effects on consumer purchasing intent. In line with this purpose, it is aimed to investigate the effect of demographic factors on experiential dimensions and to determine the extent to which experiential marketing affects the consumer's intent to purchase.
Method: In this research, a survey was applied to 400 people who shop in the city of Sakarya. While evaluating the survey results, 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 affect purchasing intent were examined. The data were analyzed using SPSS statistical software.
Findings: As a result of the regression analysis, it was supported that the dimensions of experiential marketing had an effect on consumer purchase intent.
In order to test the factor structure of the scales, exploratory factor analysis was performed using the principal components method and varimax rotation. T test for H1 and H3 hypothesis, Anova test for H2, H4, H5 and H6 were analyzed using simple regression and multiple regression for H7 and sub-hypotheses. Frequency distributions for variables such as demographic information, the most frequently shopping market, the most frequently consumed product group, the most preferred brand in product groups, market preference and shopping frequency were determined.
It has been found that experiential marketing does not differ in terms of experience dimensions by gender, age and marital status. In terms of experience dimensions of experiential marketing, it differs according to education level and professional group. It has been found that experiential marketing does not differ in terms of experience in terms of income levels. Experiential marketing dimensions (sensory, emotional, intellectual and operational) have been found to have a statistically significant effect on purchase intent.
Results: Experiential marketing dimensions positively affect the consumer purchase intent.
When the data are examined, the F value of the model is 101.509 and the significance level of this value is p <0.001, and the effect of the independent variable "Experience Dimensions" on the "Intention to Purchase" is significant (t = 10.075; p <0.0001). seen. Therefore, it can be concluded that the regression model obtained is meaningful and can be used in estimates. As a result of the analysis, it is seen that the experience dimensions of experiential marketing has a significant effect on the purchase intent. (R = 0.451). The R² with the coefficient of determination was found to be 0.203. Accordingly, 20% of the attitude that constitutes the intention of the participants to purchase is due to the Experience dimensions.
Multiple regression model was used to test the sub-hypotheses. It is seen that there is a significant relationship between sensory dimension and purchase intent (R = 0.339). R², which is the coefficient of determination, was found to be 0.115. According to this, 11% of the change in participants' intention to purchase arises from the sensory dimension of Experiential marketing. It is seen that the F value of the model is 51,734 and the significance level of this value is p <0,000, and the effect of the independent variable "sensory dimension" on the "purchase intent" is significant (t = 15,244; p <0,000). Therefore, it can be concluded that the regression model obtained is meaningful and can be used in estimates.
When examined in terms of emotional dimension, it is seen that there is a significant relationship between emotional dimension and purchase intent (R = 0,343). The R² with the coefficient of determination was found to be 0.118. Accordingly, 11% of the change in participants' intention to purchase arises from the emotional dimension of Experiential marketing. It is observed that the F value of the model is 53,204 and the significance level of this value is p <0,000, and the effect of the independent variable "emotional dimension" on the "purchase intent" is significant (t = 10,153; p <0,000). Therefore, it can be concluded that the regression model obtained is meaningful and can be used in estimates.
When analyzed in terms of the operational dimension, it is seen that there is a significant relationship between the operational dimension and the purchase intent (R = 0.419). The R² with the coefficient of determination was found to be 0.167. Accordingly, 17% of the change in participants' intention to purchase arises from the operational dimension of Experiential marketing. It is seen that the F value of the model is 84,788 and the significance level of this value is p <0,000, and the effect of the independent variable "operational dimension" on the "purchase intent" is significant (t = 15,244; p <0,000). Therefore, we conclude that the regression model obtained is meaningful and can be used in estimates.
When examined in terms of intellectual dimension, it is seen that there is a significant relationship between intellectual dimension and purchase intent (R = 0.428). The R² with the coefficient of determination was found to be 0.235. Accordingly, 23% of the change in participants' intention to purchase arises from the intellectual dimension of Experiential marketing. It is seen that the F value of the model is 93,341 and the significance level of this value is p <0,000, and the effect of the independent variable "intellectual dimension" on the "purchase intent" is significant (t = 10,831; p <0,000). Therefore, it can be concluded that the regression model obtained is meaningful and can be used in estimates.

Keywords

Experiential Marketing, Consumer behavior, Purchasing consumer intention, Customer experience and Marketing experience

DENEYİMSEL PAZARLAMANIN TÜKETİCİ SATIN ALMA NİYETİ ÜZERİNE ETKİSİ: SAKARYA İLİ ÖRNEĞİ

Abstract

Amaç: Bu çalışmada deneyimsel pazarlamanın tüketici üzerindeki etkisi ve tüketici satın alma niyeti üzerindeki etkilerinin detaylı olarak açıklanması amaçlanmaktadır. Bu amaç doğrultusunda demografik faktörlerin deneyimsel boyutlara etkisini araştırmak ve deneyimsel pazarlamanın tüketicinin satın alma niyetini ne oranda etkilediğini tespit edilmesi hedeflenmiştir.
Yöntem: Bu araştırmada Sakarya şehrinde market alışverişi yapan 400 kişiye anket uygulanmıştır. Anket sonuçları değerlendirilirken, Faktör Analizi, T Testi, Regresyon analizi ve Tek yönlü ANOVA testi uygulanmıştır. Demografik faktörlerin deneyimsel pazarlamaya etkisi ve deneyimsel pazarlamanın boyutlarının satın alma niyetine etkisi olup olmadığı incelenmiştir.
Bulgular: Yapılan regresyon analizi sonucunda deneyimsel pazarlamanın boyutlarının tüketici satın alma niyetine etkisi olduğunu desteklenmiştir.
Sonuç: Deneyimsel pazarlama boyutları tüketici satın alma niyetini pozitif yönde etkilemektedir.

Keywords

Deneyimsel Pazarlama

References

• Kitaplar Altunışık, R., R. Coşkun, S. Bayraktaroğlu, E. Yıldırım (2007). Sosyal Bilimlerde Araştırma Yöntemleri. Sakarya: Sakarya Yayıncılık. Altunışık, R., R. Coşkun, S. Bayraktaroğlu, E. Yıldırım (2010). Sosyal Bilimlerde Araştırma Yöntemleri SPSS Uygulamalı, Sakarya Yayıncılık, 6 Baskı, Sakarya.
• Boswijk A. T., J.P. Thomas, E. Peelen. (2005). A New Perspective on the Experience Economy: Meaningful Experiences, Pearson Education, Amsterdam.
• İslamoğlu, A. H. (2003). Tüketici Davranışları, Beta Yayıncılık, İstanbul.
• İslamoğlu, A. H., Ü. Alnıaçık (2014). Sosyal bilimlerde araştırma yöntemleri, 4. Basım. İstanbul: Beta Yayınevi.
• Karafakioğlu, M. (2008). Uluslararası Pazarlama Yönetimi Teori, Uygulama ve Örnek Olaylar, Beta Yayınları, İstanbul.
• Kotler P., J.Bowen, J. Makens (1998). Marketing For Hospitality And Tourism, Second Edition, Prentice Hall.
• Kurtuluş, K. (2010). Araştırma Yöntemleri. İstanbul: Türkmen Kitapevi.
• Pine II, B. J., J.H. Gilmore, (1999). The Experience Economy: Work Is Theatre And Every Business Is A Stage, Boston Mass: HBS Pres.
• Schmıtt, B. H. (1999b). Experiential Marketing, How to Get Customers to Sense, Feel, Think, Act, Relate, The Free Press, New York.
• Schmıtt, B. H. (2004), Deneyim Devrimi Capital, Garanti Bonus Akademi, İstanbul.
• Solomon, R. M. (2004). Tüketici Krallığının Fethi. İstanbul: Mediacat Yayınları. Solomon, M. (2007). Consumer Behavior, Buying, Having and Being, Pearson Prentice Hall, NJ, USA.
• Süreli Yayınlar
• Brakus, J.J., B.H Schmitt, L. Zarantonello, (2009). Brand Experience: What is it? How is it Measured? Does it Affect Loyalty? Journal of Marketing, C:73, s.52-68.
• Edvardasın, B., B. Enquist, R. Johnston. (2005). Cocreating Customer Value Through Hyperreality in the Prepurchase Service Experience, Journal of Service Research, 8, 149.
• Gilmore, J., J.B. Pine. (2002). Customer Experiences Places: The New Offering Frontier. Strategy and Leadership, Vol.30, Issue 1, 4-11
• Pine, J. B., J.H. Gilmore. (July-August 1998). Welcome to the Experience Economy. Harvard Business Review,25-35.
• Schmitt, B. H, (1999). Experiential Marketing, Journal of Marketing Management, 15,53-67.
• Wilson, D. F, (1998). Why Divide Consumer and Organizational Buyer Behavior? European Journal of Marketing, Sayı: 34, Cilt:7,780-796.
• Diğer Yayınlar
• Bostancı, T. (2007). Deneyimsel Pazarlama ve Deneyim Yönetiminin Pazarlama Uygulamalarındaki Yeri ve Duygusal Markalama, Yayımlanmamış Tezsiz Yüksek Lisans Projesi, İzmir: Dokuz Eylül Üniversitesi Pazarlama Programı.
• Çiçek B. (2015). Deneyimsel Pazarlama Ve Satın Alma Karar Sürecine Etkisi: Termal Turizm Sektöründe Bir Uygulama, Yayımlanmamış Yüksek Lisans Tezi, Yozgat: Bozok Üniversitesi SBE.
• Doğan, H (2006). Müşteri Odaklı Web Sitelerinin Tasarlanması ve Bu Sitelerin Değerlendirilmesine İlişkin bir Uygulama. Yayımlanmamış Yüksek Lisans Tezi, Adana: Çukurova Üniversitesi SBE.
• Ekici, N. (2012). Deneyimsel Pazarlama Ve Seyahat Deneyimi: Türk Hava Yolları Örneği. Yayımlanmamış Yüksek Lisans Tezi, Karaman: Karamanoğlu Mehmetbey Üniversitesi SBE
• Kayasu, T. (2017). Tüketici Davranışları Ve Kahve Akımları Üzerine Bir Araştırma. Yayımlanmamış Yüksek Lisans Tezi, İstanbul: Bahçe şehir Üniversitesi SBE.
• Kezer, P. (2012). Postmodern Tüketicinin Değişen Satın Alma Davranışı: İçgüdüsel Alışveriş, Yayımlanmamış Yüksek Lisans Tezi, İzmir: Ege Üniversitesi SBE.
• Sağlam, M. (2014). Müşteri Temelli Marka Denkliği Unsurlarının Tüketici Satın Alma Niyeti Üzerine Etkisi: GSM Sektöründe Bir Uygulama, Yayımlanmamış Yüksek Lisans Tezi, İstanbul: İstanbul Ticaret Üniversitesi SBE.
• Saltık, I.A. (2011). “Turizm Sektöründe Deneyimsel Pazarlama Ve Tüketici Davranışları Üzerine Etkisi”. Yayımlanmamış Yüksek Lisans Tezi, Muğla: Muğla Üniversitesi SBE.
• Saygılı, M. (2014). Faydacı Ve Hazcı Alışveriş Motivasyonlarının Online Satın Alma Niyeti Üzerine Etkisi, Yayımlanmış Yüksek Lisans Tezi, Sakarya: Sakarya Üniversitesi SBE.
• Temiztürk, B. (2006). Satış Yeri İletişim Uygulamalarının Tüketici Satın Alma Davranışı Üzerindeki Etkisi. Yayımlanmamış Yüksek Lisans Tezi, Ege: Ege Üniversitesi SBE.