Customer Decision Making by Sensory and Experimental Marketing approach

The main purpose of this research is to present   a model for customer purchasing decision-making based on the sensory and experiential marketing approach. In this mixed method research, we, first  collected data by interviewing 20 academics, managers and marketing experts. In this phase of the research, we used grounded theory for analysis of interviews. For quantitative phase, 384 consumers who had at least one experience of online purchasing from online shopping sites in Iran participated in the research. We used structural equation method and SMRT PLS software.to analyze data. The results revealed that causal factors (customer's purchasing decision, sales promotion, and service functioning quality) affect the contextual conditions (experiential marketing and sensory marketing) and strategies (multiple value-creation for customers) as well. Also, the customer's perception and expectations of the service is the first priority among the sub-criteria of the customer's purchasing decision. Furthermore, contextual conditions affect the focal condition (understanding customer's expectations of the service and its provider) and strategies as well. Also, the focal conditions affect the strategies and the strategies affect the outcomes. Therefore, experiential and sensory marketing can have a significant impact on the customer's purchasing decision.