Abstract:

Today, Due to the rapidly developing competitive conditions, the needs and demands of consumers differ and diversify day by day compared to previous years. Consumers now focus on the intangible values and characteristics of products or services rather than their physical properties. When evaluated from this perspective, experiential marketing refers to the emotional and sensory communication of brands with their consumers; It stands out as a method that increases the intangible values of products and services, as it is a marketing method that increases Because in the new world order, consumers have come to demand unique experiences shaped by emotional values in the existing products or services of brands. Thanks to the development of internet-based technology, the spread of two-way communication processes has caused consumers to be more involved in all processes of brands than before. This has allowed brands to build their marketing communication practices by prioritizing their experiences. At the point where experience gains importance, within the scope of this study, the effects of experiential marketing practices of national and international brands in the technology sector on consumer purchasing tendencies were investigated. As a result of the research, the data obtained from the participants by the focus group method were interpreted with the content analysis method and the effect of experiential marketing practices on the consumer purchasing tendency was examined. Thus, in the field of experience marketing, the effects of experience stores on the purchasing decision-making process of consumers have been revealed and data that will shed light on the sector have been obtained. .

Keywords: