Analysis of determinants influencing experiential marketing in Makerere University

Abstract

The study is to analyze the determinants influencing experiential marketing in Makerere University. The study population comprised of female students at school of statistics and planning Statistical analysis was performed using SPSS software. Descriptive analysis was performed as well. Data was expressed as absolute numbers and percentages. The sample size was determined using Cochran’s formula and the sample size was obtained as 150 female students. The data analysis was done using a univariate data analysis. The data collection method was through interviews and the data collection tool was done using a questionnaire. The results revealed the factors that affect experiential marketing is not only based on emotional attachment but also others like convenience, prior knowledge, persuasion and social status .and from the results we discovered that prior knowledge is a major factor when it comes to experiential marketing. When the results were obtained a higher number of students appealed and those that did not appeal clearly had a much lower selection. This considered experiential marketing has a powerful tool in boosting sales of any product if properly employed. The factors and results in this study can be used to properly in experiential marketing to our advantage. Further study may be done on the determinants influencing experiential marketing in Makerere University, the households, in different districts and Uganda at large. And also on the relationship between advertising and experiential marketing.