HİSSİ MARKETİNQİN İSTEHLAKÇI DAVRANIŞLARINA TƏSİRİ VƏ ONLAYN VƏ OFLAYN MÜŞTƏRİ TƏCRÜBƏLƏRİ ARAŞDIRMASI

• Published in: TURAN : stratejik arastirmalar merkezi 2023, Vol.15 (Sp. Issue), p.315-329
• Main Author: Sadiqova, Ləman
• Format: Article
• Language: Azerbaijani
• Subjects: Business Economy / Management; Consumer behavior; ICT Information and Communications Technologies; Marketing; Marketing / Advertising
• ISSN: 1308-8041; 1309-4033
• DOI: 10.15189/1308-8041

A marketing strategy known as sensory marketing involves providing a sensory environment based on the five senses to showcase a product to potential customers. It is also a technique to evoke the feelings and emotions of the consumer to influence his buying behavior. The purpose of this study is to investigate the impact of online and offline customer experiences on consumer purchasing decisions in Azerbaijan. Since the research is based on the example of Azerbaijan, the research conducted is designed for the mass of consumers who live here and shop in the traditional way and through electronic commerce. Based on the purpose of the study, the collected data were analyzed and interpreted from a marketing point of view. According to the results of the research, 51% of the participants shop online (online), and 49% shop online (offline). It was found that offline customer experience has a 20% impact on purchase intention, and online customer experience has a 32% impact on purchase intention. Based on the results of the study, it is recommended that companies operating in Azerbaijan focus on improving both online and offline customer experiences to increase purchase intention.