Online ISSN: 2515-8260

Keywords : Convergent


Shoppers ‘Thinking & Action’ towards shopping at Forum Sujana Mall Hyderabad, An Experiential Marketing Approach

Prashant Pogul; A. Udaya Shankar

European Journal of Molecular & Clinical Medicine, 2020, Volume 7, Issue 4, Pages 984-998

Retail Industry is taking new shape every now and then as per the trend especially due to informational technologyboom the concept of business, customer, shopping has taken a steep turn in all aspects from sourcing till making the products available in retail outlet reaching till final customer .experiential marketing is one of the happening concept as shoppers at malls always expect new & exciting experience after every attempt of shopping they make. shoppers tend to introspect themselves as what they gained out of every action & step made for shopping from experience point of view as how they felt, realized, experienced, enjoyed, benefited etc after visiting a particular mall. Hence thinking and action is an attempt made by the shopper calculatedly in order to maximize their shopping experience after every next visit. ‘thinking and action’ are the interrelated factors as they tend to happen simultaneously during the course of shopping products, services, experiencing movie, gaming, dinning, etc. this article spotlight on the side of experiential marketing being one of the strong factor which will impact upon shoppers ‘thinking and action’ during the course of shopping at malls.