Effects of experiential marketing on consumer purchase decision for smartphones in selected areas of Cavite / by Kyla Marizze D. Atas, Mary Jane B. Balili and Loriz Reinah B. Javier.

Thesis (Bachelor of Science in Business Management Major in Marketing Management) Cavite State University.

Includes bibliographical references.

College of Economics, Management and Development Studies (CEMDS), Department of Management

ATAS, KYLA MARIZZE D., BALILI, MARY JANE B., and JAVIER, LORIZ REINAH B. Effects of Experiential Marketing on Consumer Purchase Decision for Smartphones in Selected Areas of Cavite. Undergraduate Thesis. Bachelor of Science in Business Management, major in Marketing Management. Cavite State University. June 2019. Adviser: Ms. Maurrin DR. Madrid.

The study was conducted from January to April 2019 in selected areas of Cavite, to assess the influence of satisfaction and loyalty of guests among resorts in cities of Cavite. Specially, this study aimed to: (1) determine the socio-demographic characteristics of smartphone buyers in selected areas of Cavite in terms of: (a) age; (b) sex; (c) civil status; (d) net income; (e) occupational status; and (f) educational attainment; (2) determine the level of experience of the participants towards smartphone in terms of following dimensions: (a) sense experience; (b) think experience; (c) relate experience; (d) act experience; and (e) feel experience; (3) determine the level of experiential value perceived by the participant while experiencing the smartphone before purchase decision in terms of: (a) customer retum on investment; (b) playfulness; (c) aesthetic; and (d) service excellence; (4) determine the participant's purchase decision in terms of smartphone brand. Descriptive method was employed in this study. The method of data gathering used in this study was a survey questionnaire and a total of 200 usable responses were obtained probability sampling technique.

The participants of the study were the selected millennial that are smartphone user in the province of Cavite. Findings revealed that a little over half of the participants are male, single, college graduate and employed.

Upon conducting this study, the level of experience in terms of sense experience with the use of vision and touch, the consumer considered the attraction of a product design and the features of smartphones such like camera, speaker, sensors, it shows that they are enjoying to use mobile devices. In terms of think experience the

features of smartphone stimulate the curiosity of the consumers toward product features that are embedded in the smartphone. In terms of relate experience, the consumer relates to other people, family and friends when they are purchasing smartphones. In terms of Act experience they are using new features of smartphone like storage that can download photos, music, movies and other important files, Camera that can capture an unforgettable moment with your love ones. In terms of Feel experience the consumer feel comfortable, and joyful, when using their smartphone because they use it to interact with their new friends and communicate to their families and relatives in different country. In terms of experiential value perceived by the participant while experiencing the smartphone before purchase decision, in terms of customer return investment, when they are using smartphones it makes their life easier. In terms of playfulness in using smartphones because they make them cheerful, happy and makes them forget the problem they encountered. In terms of aesthetic were all agreed in the aesthetically appealing and design of the smartphones and in terms of service excellence, in the particular smartphone brand as an expert in the merchandise it offers. Lastly the participant's purchase decision in terms of smartphone brand, Samsung has the highest brand decision.

Submitted to the University Library 09/05/2019 T-8224