Testing the Point of Purchase (POP) Marketing Model with a Sensory and Experiential Marketing Approach

The purpose of this study is to examine and test the point of purchase (POP) marketing model with a sensory and experiential marketing approach. This research is applied in terms of purpose and descriptive-survey in terms of data collection method. Data were collected using a researcher-developed standardized questionnaire. The statistical population consisted of ۳۸۵ customers of chain stores, whose opinions were utilized. The sampling method was convenience sampling. The composite reliability and the reliability of each research component were calculated, with results indicating the reliability of the measurement tool. The questionnaire’s validity was determined through content validity, with calculations related to CVR and CVI for the questionnaire items, as well as divergent and convergent validity, confirming the questionnaire’s adequate validity. Structural equation modeling was employed for data analysis using Smart PLS۴ software. The results indicate that explaining the relationships between the main dimensions of the POP marketing model with a sensory and experiential approach in chain stores and assessing the model’s fit and suitability require analyzing the integration, synergy, and alignment of these dimensions with the characteristics of the chain store environment. The identified main dimensions include sensory marketing and its impact on customers’ senses, visual appeal and aesthetics of the shopping environment, experiential marketing and customer-brand interaction, facilitating the purchase process and reducing customer effort, emotional and cognitive impact on customers, social influence and communications at the point of purchase, and smart technologies in POP marketing.

کلیدواژه ها:

Point of Purchase (POP) Marketing ، Sensory Marketing Approach ، Experiential Marketing Approach