MARKETING ORIENTATION IN EMERGING

ECONOMIES WITH SPECIAL REFERENCE TO

EXPERIENTIAL MARKETING IN FOOD
RETAILING OUTLETS

A THESIS

Submitted by

SUJA S

in partial fulfillment of the requirements for the degree of

DOCTOR OF PHILOSOPHY

FACULTY OF MANAGEMENT SCIENCES

ANNA UNIVERSITY
CHENNAI 600 025

OCTOBER 2019
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ANNA UNIVERSITY
CHENNAI 600 025

CERTIFICATE

The research work embodied in the present Thesis entitled

“MARKETING ORIENTATION IN EMERGING ECONOMIES
WITH SPECIAL REFERENCE TO EXPERIENTIAL MARKETING
IN FOOD RETAILING OUTLETS” has been carried out in the
Department of Management Studies, PSG Institute of Management,
Coimbatore. The work reported herein is original and does not form part of
any other thesis or dissertation on the basis of which a degree or award was
conferred on an earlier occasion or to any other scholar.

I understand the University‘s policy on plagiarism and declare that the

thesis and publication are my own work, except where specifically
acknowledged and has not been copied from other sources or been previously
submitted for award or assessment.

SUJA S Dr. KRISHNAVENI MUTHIAH

RESEARCH SCHOLAR SUPERVISOR
Professor
Department of Management
Studies
PSG Institute of Management
PSG College of Technology
Peelamedu, Coimbatore – 641004
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ACKNOWLEDGEMENT

I thank the God almighty, for having given me the determination and
health to undertake and complete this research.

This study could not have been completed without the support,
assistance and guidance of many people. I wish to gratefully acknowledge
my thanks to my research supervisor Dr. Krishnaveni Muthiah, Professor,
PSG Institute of Management, Coimbatore, whose continuous
encouragement, guidance and inspiration have helped me to vigorously
pursue research with utmost zeal.

My sincere thanks are to Dr. R. Nandagopal, Director, PSG Institute

of Management, Coimbatore for his total support in my doctoral study. I
would like to thank my Doctoral Committee Members Dr. Sri Priabaa and
Dr. Chitramani, for their suggestions and sharing of viewpoints which have
helped to shape this study.

I would like to offer special thanks to the members of PSG Institute of

Management, who have patiently answered all my queries.

My research is dedicated to my children Master S. S. Ashwin Prasad

and Master S. S. Abhilash Prasad for their continuous moral support and
adjustments. The accomplishment of this research would not have been
possible without the whole-hearted support of my husband Mr. R. Suresh.

Last but not the least, I would like to thank my fellow research
scholars for their companionship and encouragement all through this journey
of research.

SUJA S
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LIST OF TABLES

TABLE NO. TITLE PAGE NO.

Table 3.1 Sense Experience Indicator description, CITC and

Alpha Value 72

Table 3.2 Feel Experience – Indicator Description, CITC and

Alpha Value 75

Table 3.3 Think Experience - Indicator Description, CITC and

Alpha Value 76

Table 3.4 Act Experience - Indicator Description, CITC and

Alpha Value 78

Table 3.5 Relate Experience - Indicator Description, CITC

and Alpha Value 79

Table 3.6 Focused attention - Indicator Description, CITC and

Alpha Value 81

Table 3.7 Perceived Usability - Indicator Description, CITC

and Alpha Value 82

able 3.8 Aesthetics - Indicator Description, CITC and Alpha

Value 83

Table 3.9 Endurability - Indicator Description, CITC and

Alpha Value 84

Table 3.10 Novelty - Indicator Description, CITC and Alpha

Value 85

Table 3.11 Felt Involvement - Indicator Description, CITC and

Alpha Value 86
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LIST OF FIGURES

FIGURE NO. TITLE PAGE NO.

Figure 1.1 Push and Pull Marketing Chart 8

Figure 2.1 Conceptual Model of the Study 64

Figure 4.1 Validation of Conceptual Model 126

Figure 4.2 Moderating effect of age on the influence of

experiential marketing on post purchase involvement 128

Figure 4.3 Moderating effect of gender on the influence of

experiential marketing on post purchase involvement 129

Figure 4.4 Moderating effect of income on the influence of

experiential marketing on post purchase involvement 130
Figure 4.5 Moderating effect of occupation on the influence of
experiential marketing on post purchase involvement 132
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LIST OF SYMBOLS AND ABBREVIATIONS

AE - Act Experience
A - Aesthetics
AC - Affective Commitment
AI - Artificial Intelligience
AR - Augmented Reality
AVE - Average Variance Extracted
BCI - Brand Community Involvement
CITC - Corrected Item Total Correlation
CE - Customer Engagement
E - Endurability
EM - Experiential Marketing
FE - Feel Experience
FI - Felt Involvement
FA - Focused Attention
L - Loyalty
NS - Not Significant
N - Novelty
PU - Perceived Usability
PPI - Post Purchase Involvement
RE - Relate Experience
SE - Sense Experience
S - Significant
SEM - Structured Equation Model
TE - Think Experience
T - Trust
V - Value
VEM - Virtual Experiential Marketing