Experiential Marketing Case Study

Introduction

There has been widen concern about wether the experiential consumption promote consumers to purchase products irrationally.Nowadays, ‘experiential marketing’ become an essential word in marketing.With providing attractive experiences for their customers, integrating elements of sensations, imagery, feelings, pleasures as a subjective consciousness, it is essential to position and differentiate consumers’ needs, which is commonly called ‘experiential marketing’(Holbrook and Hirschman, 1982).In this essay, the aspects of experiential marketing whether trigger irrational consumer decision would be fundamental to discuss .Also associated with consumer decision,a successful case of IKEA would be considered to demonstrate experience

There are quite large amount of hotel chains but hardly to figure out the characteristics clearly.The chain partners with IKEA decorate their rooms with bright and tidy space, simple and comfortable furniture.It is truly give consumers a clear differentiation about hotel chains.Meanwhile,after living in the such impressive hotel ,guests are high likely to choose home furniture in IKEA if they gain cozy and suitable

Secondly ,after determining which product is necessary to their house,consumer could combine different set to form a unique product which avoid embarrassed situation because finalized products cannot be changed . All of exclusive measures substantially seize internal demand of consumers，meanwhile，those really do embody marketing offering extra value to consumers which construct profound relationship and create added value for consumers through experiential marketing.There is no doubt that the two-way communication is essential of interaction between firm and consumer.This means experiential aspects tend to become mutually evocative,generally move from quality to fantasy, dreams, and emotional satisfaction lead to rational purchase decision