Authors: Katarzyna Dziewanowska; Agnieszka Kacprzak; Monika Skorek
Addresses: Faculty of Management, University of Warsaw, Szturmowa 1/3, 02-678 Warszawa, Poland ' Faculty of Management, University of Warsaw, Szturmowa 1/3, 02-678 Warszawa, Poland ' Faculty of Management, University of Warsaw, Szturmowa 1/3, 02-678 Warszawa, Poland
Abstract: The purpose of this paper is to identify the types of value that arise in the shopping context and the factors that determine it, as well as to present consumer attitudes towards the value generated by experiential marketing activities. The paper presents the results of five focus group interviews, during which typical shopping experiences and examples of experience shopping environment were discussed. The results show that during ordinary shopping activities participants of the study focused mainly on utilitarian aspects of value (e.g., price and time). While they clearly appreciated the entertainment and intellectual value provided by experiential marketing, they judged its potential to be rather a one-time event than a part of their regular shopping activity. This suggests that for Polish consumers receiving the basic utilitarian value during their shopping experiences is preferable to memorable experiences unless they become emotionally involved.
Keywords: consumer experience; shopping behaviour; experiential marketing; utilitarian value; experiential value; hedonic value; Poland; consumer perceptions; shopping experiences; emotional involvement.
International Journal of Business Performance Management, 2015 Vol.16 No.2/3, pp.149 - 168
Received: 14 May 2014
Accepted: 15 Nov 2014
Published online: 09 Apr 2015 *