Exploring the Impact of Experiential Marketing on Conscious Consumer Choices (Case Study in Bandung Great Area)
Keywords:
Experiential Marketing, Conscious Consumer Choices, Case Study, Bandung Great AreaAbstract
In the contemporary landscape of consumer behavior, this research delves into the intricate dynamics between experiential marketing and conscious consumer choices. The research methodology involves in-depth interviews, focus group discussions, and observational analysis to capture the essence of consumers’ experiences and their subsequent impact on conscious decision-making. The case study design allows for a comprehensive exploration of the local context, offering insights that are both context-specific and transferrable to broader marketing and consumer behavior frameworks. The theoretical foundation draws on critical tenets of constructivism, elucidating how individuals actively construct their realities through experiences. As experiential marketing becomes increasingly prominent in the consumer landscape, understanding its role in shaping conscious consumer choices becomes imperative for businesses and policymakers. The findings of this study contribute to the existing body of knowledge in communication studies and marketing by providing a detailed exploration of the interplay between experiential marketing strategies and the conscious decision-making processes of consumers. Practical implications for businesses in the Bandung Great Area and beyond are discussed, offering valuable insights for marketers seeking to align their strategies with the evolving expectations of conscious consumers.
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