The consumer experience in Piura: Analysis of the Experiential Marketing resources in modern retail stores of clothing and footwear

Authors

Keywords:

experiential marketing, consumer, experiences, brands, retail

Abstract

In recent years, studies of consumer behavior have focused on demonstrating that individuals value the experience of consumption. Given this reality, the experiential marketing formula has managed to solve this need by proposing actions that generate consumer experience and maximize the value of products and services allowing the consumer to establish an emotional, rational or sensory connection with brands during the purchase process. This article is an analysis of the marketing experiences offered by retailers of clothing and footwear from major shopping centers in Piura. The objective of this work is to define the experiential formula offered by each store of modern retail of the two main shopping centers and determine wich stores give importance to the consumer experience.

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Author Biographies

  • Francisco Arbaiza Rodríguez, Universidad de Piura

    Doctor en Comunicación Pública por la Universidad de Navarra, Profesor y Jefe del Área de Comunicaciones de Marketing de la Facultad de Comunicación de la Universidad de Piura. Ha investigado recientemente sobre el Marketing Experiencial y su influencia en el comportamiento del consumidor

  • Lourdes Rodríguez Alayo, Universidad de Piura

    Licenciada en Comunicación, con mención en Comunicaciones de Marketing por la Universidad de Piura

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Published

2019-09-02

Issue

Vol. 15 No. 1 (2016)

Section

Working papers

License

The Revista de Comunicación retains the copyright to published works under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License and allows the author to maintain these rights without restriction.

This journal and its articles are published under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License (CC BY-NC-ND 4.0), which allows users to: share, copy, and redistribute the material in any medium or format, provided that they: give appropriate credit, provide a link to the license, and indicate if changes were made; do not use our content for commercial purposes; and/or remix or transform the material.

How to Cite

Arbaiza Rodríguez, F., & Rodríguez Alayo, L. (2019). The consumer experience in Piura: Analysis of the Experiential Marketing resources in modern retail stores of clothing and footwear. Revista De Comunicación, 15(1), 128-165. https://revistadecomunicacion.com/article/view/1245

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