The impact of experiential marketing on customers’ hedonic value & attitude towards shopping malls

A highly competitive environment is changing the business landscape. Rising customers’ income & awareness levels have shifted customers’ preferences to better experiences. Customers of today are more empowered, well informed, digitally savvy and time compressed. The changes in lifestyle and rising expectations have made them more demanding. Customers want authentic experiences Pwc(2015) and are willing to shop in an environment that satisfies their experiential needs. Shopping malls are the one-stop destinations that serve the recreational & shopping purpose of customers. Among the various formats of retail, the shopping mall is the one where experiential factors play a crucial role in shaping the customers’ expectations. The present study (N=250) explores the impact of experiential marketing factors (4Es) on customers hedonic value which influences customers’ attitudes towards shopping malls. The study adds to the existing body of knowledge (Sadachar. A, 2014) as experiential marketing factors (4Es) remain unexplored in shopping malls of central India.