Recent years have seen an increased interest in industry and academia in what is known as 'experiential retail'. Not much is known however about what generates and determines a retail experience from the consumer's point of view and what are the short and long-term effects of such a strategy on consumer behaviour. This study will examine these issues by way of a field experiment conducted in stores of PAINTRIGHT, a cooperative of specialist paint retailers. A survey approach will be complemented with extensive qualitative investigation to allow a better understanding and assessment of the effects of experiential retail strategies.
|Effective start/end date||1/05/05 → 31/05/09|
- Australian Research Council (ARC): AUD41,660.00
- Australian Research Council (ARC): AUD141,336.00
- Monash University
- PaintRight Ltd: AUD93,000.00