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Influence of Experiential Marketing on Customer Purchase Intention: A Study of Passenger Car Market

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  • Imran Khan
  • Zillur Rahman

Abstract

This study attempts to explore and interrogate a potential strategy by developing relationship of experiential marketing with customer purchase intention in competitive passenger car market. This study scrutinizes the importance of the experiential marketing approach to the Indian passenger car market from the customer’s perspective. Mixed-method research design has been preferred here, an approach increasingly used in social science research. This research design deals with exploratory analysis, followed by quantitative analysis techniques. The interpretive basis for the evaluation has been provided through multiple regression analysis. This study shows that all the structural experiential modules are affecting the customer purchase intention in the automobile (passenger car) market, where feel, think and sense experiences have a strong influence on customer purchase intention. This research is particularly important in determining the effect of experiential marketing on the customer purchase intention with respect to passenger car market. Considering the current economic slowdown where Indian automobile industry is facing a slowdown in sales, the findings of the study can be useful for passenger car companies in developing better marketing strategies.

Suggested Citation

  • Imran Khan & Zillur Rahman, 2014. "Influence of Experiential Marketing on Customer Purchase Intention: A Study of Passenger Car Market," Management and Labour Studies, XLRI Jamshedpur, School of Business Management & Human Resources, vol. 39(3), pages 319-328, August.
    • Handle: RePEc:sae:manlab:v:39:y:2014:i:3:p:319-328
    DOI: 10.1177/0258042X15572411
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    References listed on IDEAS

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