A STUDY ON EXPERIENTIAL MARKETING STRATEGIES WITH SPECIAL REFERENCE TO PRODUCTS OF THE CAR INDUSTRY INTAMILNADU

Abstract

Inthemodernmarketingapproach,thereisachangeinmarketingstrategiescalledexperientialmarketing. It engages the customer, makes them make rational decisions, and is emotionally attached to the brand experience. It is also known as live marketing and event marketing. Thestudy aims to analyze the customer experience with their car service and measuresatisfaction.Thestudymeasuresexperiential marketing strategies of car manufacturing companies and service centres. The experiential value, as well as consumer value and satisfaction, are investigated throughout this study. The findings demonstrated that the customers are drawn in by the experiential marketing strategy features, specifically sense, feel, think, act, and relate, which are used by the service centres and vehicle businesses to give a gratifying touch to the customers' emotional side. The finding demonstrated that there is a beneficial influence on customer satisfaction brought about by customer values and experience factors.

Keywords:Marketingstrategies,ExperientialMarketingstrategies,experientialvalues,customervaluesandsatisfaction,CarCompaniesand ServiceCentres.