THE IMPACT OF EVENT MARKETING ON SHOPPER BEHAVIOR AT DEPARTMENT STORES

Abstract

Therefore, the objective of this research is to study how event marketing affects shoppers’ behavior at department stores, especially when the purposes of shoppers these days are not only to shop. It becomes a lifestyle place where people hangout, do business, and learning area to serve different aspects of life. The department stores nowadays need to give shoppers more than shopping experience that is not focused only on the variety of products. Holding event and happening like Signature Event or World-Class Event in the stores attract those shoppers to spend time in the places even more. The second objective it to study if events help raise sales more than in the regular time and factors that make the event more interesting and lead the shopper to get out from their home to spend time in a department store. This research is designed to discover the various activities on events 2019 that affect consumer behavior. The data for this research project will be collected in the city of Bangkok, Thailand. Interview will be limit to consumers in Bangkok who joined centralworld, The mall groups, and Major groups countdown in Bangkok). And used the survey aimed to describe the characteristics of the population of interest, consumer behavior, perceptions, and attitudes, as well as their experience and satisfaction. The research methods available are surveys, experiments, and observations. The research is qualitative and quantitative research. The present study intends to investigate the impact of a retailer’s in-store event on shoppers’ attitudes toward the retail brand. I predict that shoppers’ satisfaction with an event positively affects their attitudes toward the retail brand. And the relationship between consumers’ perceptions of an event and their attitudes toward the brand. The in-store event is a and promotional instrument in which a retailer provides a recognizable temporary activity within the store to create a memorable experience for the participating shoppers. Thus, event appropriateness as perceived by shoppers is assumed to be a determinant of shoppers’ satisfaction with an event. With the condition of the duration of the research that may not allow to test the hypothesis until can be a theory or theoretical explanation in a single research. In addition, the conceptual framework or theory related to events. As I has determined that this theoretical research will help I understand the concepts and methods of work of events effective, which are an attempt to find academic explanations by the result of this research will be link knowledge and professional skills to use to develop knowledge about event effective for department store in Thailand.