Experiencing experiences an exploration of marketing experiences that are sought by urban mobile phone consumers

Abstract

quotA) BRIEF ABSTRACT AS PER RKU GUIDELINES newline Experiencing Experiences: An Exploration of Marketing Experiences That Are Sought By Urban Mobile Phone Consumers newline newlineSubmitted By : Manish R. Dholakia newlineSupervised By : Prof. Dr. Raashid B. Saiyed (PhD, MBA, BSc) newlineDean - Faculty of Doctoral Studies and Research newlineRK University, Kasturbadham, Rajkot 360020 newline newlineName and Address: Manish R. Dholakia, Res :A 302 Sahajanand Flats, newline Opp. NID Campus, Kudasan, Gandhinagar - 382421 newline manish.dholakiaatgmail.com newline newlinePast Organisation: Saffrony Institute of Technology, Linch newlineMehsana 384435, Gujarat, India newline Head Industry Interaction and Placement Cell newline newlinePresent Organisation: Manish Dholakia newlineSaurashtra Specialities Pvt. Ltd. newlineGeneral Manager Corporate newline501-503 Ratnaraj Spring, above Canara Bank newlineNr. Jain Derasar, Mithakali Crossroads newlineNavrangpura, Ahmedabad 360020. Gujarat, India newline newlineKeywords are experiencing experiences , experiences , meanings , lived experiences , consumer behaviour , consumer experiences , user experiences ; consumption experiences , experiential marketing , brand experience , marketing , human nature , qualitative research , antecedents , affect and cognition , environment , GroundedTheory , axial coding , selective coding , constant comparison , depth interviews , focus groups , cellular , mobile phones , mobile handsets , smartphones , consumer behaviour model, sought experiences . newline newlineBackground newlineToday, the marketing paradigm people buy experiences, not products [1] has assumed tremendous significance, as evidenced by a trend of leading brands newlineIV newlineacross product categories promoting the experience aspect, shifting focus from product creation to experience creation for consumers at cognitive and affective levels before, during and after consumption at all touchpoints. Marketing Science International, laying down Research Priorities for 2003 2004, observed, the competitive advantage of the future will be extracting the consumer or business insight faster and creating offers to meet this insight