Attitudes of Polish Consumers Toward Experiential Marketing

• Autorzy: Monika Skorek
• Języki publikacji: EN

Abstrakty

EN

Purpose: The experience economy is a concept that can be defned as a new way of perceiving the market offer of an enterprise, focusing on the customer experience. Enterprises, both in the production and service industries, are becoming similar to one another on a massive scale, which makes it increasingly diffcult to stand out. The response to this can be to offer the consumer an unforgettable experience related to a product or service provided by a company.

Methodology: This study analysed the results of qualitative research on the attitudes and opinions of Polish consumers on experience marketing.

Results/fndings: The results showed that participants of the study were prepared to transition from the economy based on products or services to an economy based on experiences at a moderate level. They declared a willingness to participate in experiences offered by companies but at the same time focus on the cost and utility of them. (original abstract)

Słowa kluczowe

EN

Experience economy; Consumer behaviour; Experience marketing

PL

Gospodarka doświadczeń; Zachowania konsumenta; Marketing doświadczeń

• Czasopismo: Journal of Management and Business Administration. Central Europe
• Rocznik: 2016
• Tom: 24
• Numer: nr 4
• Strony: 109--124

Twórcy

autor

Monika Skorek

• University of Warsaw, Poland

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Identyfikatory

DOI

10.7206/jmba.ce.2450-7814.185