The thesis is intended to illustrate and analyze the role of consumer experience and the authors also take demographic cultural factors into consideration by researching on the consumers’ evaluation towards iPhone experiences.  The authors used both exploratory and descriptive strategies. In order to obtain the primary data, the authors applied multiple methods, including quantitative and qualitative methods, respectively, questionnaire, structured and unstructured interviews. The authors applied SD-logic, Four Realms of Experience, Consumer behavior determinants and Decision making process theories to analyze the role of experience. And in order to answer three research questions, the authors firstly introduced the analysis of demographic subcultures, including nationality, age and gender; then the role of experience marketing in consumer decision making process is identified. Finally, the analysis of qualitative findings will be presented.

Titel: Låt oss underhålla kunderna tillsammans! – Hur företag kan utnyttja partnerships i sittarbete med experience marketing Författare: Axel Bergström och Johan Malmsten Handledare: Christine Tidåsen Nivå: Kandidatuppsats, Marknadsföring 15 hp. VT 2011 Nyckelord: Experience marketing, partnership, upplevelsemarknadsföring, brand advocate Problemformulering: Hur kan företag utnyttja partnership för att få ut mer av sitt arbete medexperience marketing? Syfte: Syftet med uppsatsen var att förtydliga hur partnership kan utnyttjas i företags arbetemed experience marketing. Analysen kom fram till hur experience marketing kan utnyttjas påett mer fördelaktigt sätt med hjälp av partnership. Vi belyste vad som krävs för att lyckas medexperience marketing och vilka krav som ställs för att skapa ett framgångsrikt partnership. Metod: En kvalitativ forskningsansats med ett deduktivt tillvägagångssätt användes. Sexintervjuer gjordes med personer med erfarenhet ifrån arbete inom experience marketing ochpartnership. Teoretiskt perspektiv: Tidigare forskning inom experience marketing och partnershippresenterades. Efter detta redogjordes det sedan för hur de här två ämnena samverkar. Empiriskt perspektiv: Den insamlade primärdatan ifrån de sex intervjupersonernapresterades. Slutsats: Studien visade att ett företag med hjälp av partnership kan förstärka sitt arbete inomexperience marketing. Genom tydliga emotionella kopplingar till sina kunder i samverkanmed skapandet av unika kunderbjudanden blir kunderna mer än bara konsumenter, de blirbrand advocates. Oberoende av bransch eller storlek kan företag förbättra sitt arbete medexperience marketing genom att tillämpa partnerships.

Syfte: Syftet med rapporten är att undersöka hur man skapar en varumärkesstrategi som fungerar från affärsidé ner till köpsituation. Vad görs idag för att uppnå en ideal upplevelse i butik och vad är gängse synsätt på hur kommunikationen ska utformas i denna kanal? Vidare är syftet att få en djupare förståelse för hur begreppen Emotional Branding, Experience Branding och Sensory Marketing bör sammankopplas och vad det kan tillföra ett varumärke inom retail. Hur kan åtråvärda upplevelser inom dagligvaruhandeln, en plattform som bör fungerar som en förlängd arm till varumärkets strategi, bidra till att bygga starka och känsloladdade relationer till sina kunder? Metodologi: Studien utgår från ett hermeneutiskt synsätt, bygger på en kvalitativt kvalitativ forskningsmetod och har en deduktiv ansats. Studier av sekundärdata har först genomförts för att sedan undersöka empirin med hjälp av intervjuer som metod för datainsamling. Teori: Teorin bygger på en samling begrepp som förklaras och definieras – Brand, Branding, Emotional Branding, Experience Marketing, Sensory Marketing. Vidare kopplas begreppen till retaillandsskapet, som är en avgränsning för studien.   Empiri: Empirin utgörs av en första del bestående av ett tidigare utfört exempel av en forskare med stora kunskaper inom ämnet, vilket ämnas ska kunna visa på hur begreppet Sensory Marketing kan fungera i praktiken och vad det kan bidra med. Andra delen av empiriavsnittet består av tio intervjuer, med informanter som kategoriseras antingen som marknadsföringsstrateger eller butikschefer inom dagligvaruhandeln. Detta för att få två olika synvinklar på ämnet. Analys: i analysen ämnar forskarna återkoppla empirin med teorin. Diskussion: i denna del diskuteras ämnet i ett vidare sammanhang. Slutsats: studien visar att de teoretiska begreppen som behandlas kan bidra med att stärka varumärket och knyta starkare band till konsumenter. Informanterna, uppdelat i marknadsföringsstrateger respektive butikschefer, är ense om att kunden söker mer än vad butiksmiljön erbjuder och att införlivandet av nya marknadsföringsmetoder inte sker, sinnesmarknadsföring specifikt i detta fall. Det tycks finnas ett gap där marknadsföringsstrategerna ser detta som en missad möjlighet och butikscheferna anser sig vilja utveckla upplevelsen men inte har kunskapen att göra detta.

The competition within the retail industry enters a white-hot stage. In order to please customers, retailers are using variable methods to strive for market shares. Creating pleasant physical environment where customers enjoy coming to (Georges Olivereau in Engel 2010), plays a vital part in determining customers‟ satisfactions, their visit duration and intention to revisit the store (Turley and Fugate 1992), helping retailers to differentiate and providing brand experience. Consequently, new marketing technique has emerged, sensory marketing, which stimulates the five organs of human (visual, sound, scent, touch and taste).The authors of this thesis will answer why and how sensory marketing should be used in stores. The purpose is to find the reasons as well as the circumstances sensory marketing should be used and implemented properly to create a coherent sensory atmosphere that would benefit the retailers. Professionals‟ recommendations as well as the case of the French retailer Nature & Découvertes who successfully applies the five senses into the store atmosphere, will be used to answer these questions.At the end of this thesis, the authors summarise the motives and the different aspects to take into account when implementing sensory atmosphere inside a synthetic model (Figure 20). Four steps are described as well as the potential benefits for the retailers.

Marketing and brand are that recent activities by enterprises can be seen the company create value through two major tools in the future. Schmitt (1999) proposed the term experience marketing, making marketing pay more attention to the purchasing experience of consumers, especially, is to create a brand experience that the brand image of the way the customer in mind. In this study, we used computer show in 2010, ASUS exhibition as an example, try to understand whether the exhibition to move consumers through experience marketing and brand image in the mind, finally exhibition to stimulate consumers to buy goods. In this study, using a variety of analysis, we can get the following conclusion: 1. ASUS notebook can be divided into two major segments; The first is to purchase the more low-cost models based on the young population, the second was the purchase of high-level notebook. The consumption of Netbook also can be divided into groups. One is to buy more low-cost group of young students and the other purchase of a second computer for the convenience. 2. Respondents considered that the best brand image which they feel for the show: Use the ASUS computer to make me feel creatively, make yourself a credible image and audio-visual experience to meet the needs of the pursuit of customers. 3. Experience marketing helps brand image building and can be predicted it. When the respondents have more good experience in experiential marketing, the more we can build a brand image. And experience marketing, brand image and purchase intention is positively related between.

Pine and Gilmorey (1998) declared a welcome message for all to the age of experience economy. Economic value has evolved from primary products, manufactured products and services into the fourth kind of economic products: experience. Service oriented economy cannot satisfy consumers anymore, along with the commercialization of services, experience has became the core of economics, thus the era of experience economy arrives. Taiwan has the highest density of department stores and shopping malls. Shopping malls combines retailing, services and entertainment, yet no significant differences in images perceived by the market are found in comparison with department stores in Taiwan. Consumers cannot distinguish between shopping malls and department stores, thus poses a great challenge for shopping malls. They would have to reconsider positioning and marketing strategies of their own. Thus this research aims at understands could experience marketing be effective in the realm of shopping malls in the age of experience economy. This thesis serves Dream-Mall as the study case and experience value as the intervening variable in order to understand would customer experiences formed in the malls via experience marketing efforts be sufficient in affecting customers¡¦ behavior intentions. Conclusions are as follows: dimensions of experience marketing are significantly positively related with experience values, as well as with intentions of customers¡¦ behaviors.

The consumption society is expanding with stores and shopping malls which require that a store as well as a mall distinguish from the great mass. Today's consumption society is a difficult marketplace for companies to reach out to their consumers. In this master thesis it has been investigated how shopping malls can create competitive advantages in a saturated market. It has also been researched how the similarity of the stores in shopping malls affect the future development of the concept in itself. The research has been carried out through a qualitative research method and a case study of three different shopping malls in Stockholm, Sweden: Brunogallerian, Forum Nacka and Vällingby City. Four respondents have been interviewed from each shopping mall. The investigation has also been supplemented by a online consumer survey of 105 people. There has been used a theoretical framework based on relationship marketing, branding strategies, experience- and sensory marketing. Throughout the thesis it has consistently been used four fields of knowledge with the aim of facilitate the common thread throughout the thesis. The four fields are: Shopping malls on the Swedish market, Image and branding of shopping malls, Creating relationships with the consumers and Shopping as an experience. Furthermore, it has been presented the empirical results of the interviews and the consumer survey according to the previously mentioned fields. The result of the interviews and the theoretical findings has been analyzed and further on been discussed with the purpose of discover own theories and results. In conclusion, it has been stated that it is of great importance to offer the consumer added value and niche the profile and the retail mix of the shopping mall in a unique way. It is also essential to get to know its target group by creating events and activities that address the certain target. The similarity of the stores in the malls is profitable and the great mass of consumers demand for the large retail chains. In the future there can be a major development of more niche stores in the large shopping malls, with the aim of attract a broader as well as a more definite target group. / Program: Magisterutbildning i fashion management med inriktning modemarknadsföring

This study brings up the importance of using the store environment as a tool for creating positive consumer experiences. It compares two consumer shopping motives, hedonic (related to sensations and fun) and utilitarian (related to fulfilling a task). The atmospheric variables that the environment consists of are discussed and found to be affecting these two consumer groups in different ways. The study takes a quantitative approach for investigating how these two consumer types are affected by the store environment. Hedonic and utilitarian consumers are then compared to see if there are any differences in how these consumers experience the store environment. The findings show that there are no differences in what atmospherics that are liked more by a hedonic compared to a utilitarian shopper. However, atmospherics are found to be more memorable for hedonic consumers. Hedonic consumers are also found to like being in the store more when signs are clear, and when it is easy to find departments, fitting rooms and cash registers. The results also showed that to make hedonic customers revisit the store, retailers should focus on the style of the store, floor space allocation, product presentation, sound level, lighting and the interior material. To make utilitarian revisit the store, retailers should focus on atmospherics such as architecture, the cleanliness, floor space allocation, product presentation, flooring, color scheme of the store and the interior material.

In these years, people¡¦s standard of living began to increase, so that the pattern of consumption is different from past way that pursued to meet the physical need. It means that the age of experienced economy is coming. Consumers require not only tangible goods or intangible services , but the satisfying and memorable consumer experiences. In addition, consumers want to get feeling from the products, and realize something from the process of consumption, so as to feeling toughed. These are the influence of customer emotions and touched circumstances known as ¡§Qualia¡¨. In this study, explanation of ¡§Qualia space design¡¨ as spatial environment design with five qualia factors: attractiveness, beauty, creativeness, delicacy, and engineering, then this study expect to construct scale of qualia space design through five qualia factors matrix with store atmosphere for measuring score of qualia space design and make it bring contribution to enterprises and academic field. The qualia space design appertains to static perception, but the experience marketing can be regard as dynamic feeling. So, this study explores these two variables relationship with customer satisfaction, customer loyalty, and purchasing intention by questionnaire survey. Among this, 363 valid questionnaires were returned, and this research use regression analysis to analyze relationship between variables. In general, the results show that qualia space design or experience value would improve customer satisfaction, and in turn, it would increases customer loyalty. As a result, the qualia space design and experience value are the one of important competitiveness in current high competitive environment.

Abstract The research is mainly to study the marketing strategy of the experience museum activity of which as the subject is the National Museum of Marine Biology and Aquarium overnight tour. The main purpose is to research the Museum customer satisfaction reports during 2003-2007 summer periods, analyze its relevance with the turnover and explore the relationship between the marketing factors combination of ¡§products, prices, channels, promotion¡¨, and the achievements of the museum overnight tour. This research organizes the annual summertime questionnaire statistics from year 2003 to 2007, and meantime interviews with the 6 managers in charge of the activity planning, decision-making, and implementation respectively. The study is summarized as follows: 1.The questionnaire statistics indicate that the overall customer satisfaction goes in sequence "personnel services" > "activity-related process" > " hardware facility." 2. "The difference of the experience activities", "needs for the spirit satisfaction", "high customer satisfaction" and " the collaboration within the organization" are viewed as growth factors. "The effect by integrated economic environment", "old product" "the increase of the external competitors" are as recession factors. 3. From the aspect of the product, the software services (personnel services) have high satisfaction far greater than the hardware services. Even though the lack of decent hardware, the high satisfaction with the software services relatively provides the participants the profound experience, 4. In terms of the ¡§price¡¨, the museum overnight tour package can be categorized as ¡§on the basis of patronization and users relationship oriented." High price rationality is in accordance with the continuous increasing number of participants. 5. Marketing ¡§channels¡¨: High satisfaction with the application process, and personnel services can illustrate the key successful factor that the Museum itself plays in. It also goes with the increasing number of participants. 6. In view of "promotion", the results of the questionnaire and interviews both specify that "people (friends and relatives introduction)" is the most powerful experience media followed by the Internet, the electronic media, newspapers and magazines, and broadcasting.