Experiential marketing mix and impulse buying: Segmenting and comparing spring festival goods consumers using the food-related lifestyle instrument

Abstract

This study focuses on the Chinese New Year festival and attempts to examine the influence of experiential marketing mix on impulse buying behavior in different food-related lifestyle (FRL) consumer segments. The respondents were contacted in the most famous New Year’s holiday shopping streets by questionnaire. Finally, 743 valid questionnaires were returned. The logistic regression results indicate that educational experience, entertainment experience, and esthetic experience positively affect the impulse buying of traditional and information FRL consumers. Meanwhile, educational experience, entertainment experience, esthetic experience, and escapist experience positively affect the impulse buying of quality and health FRL consumers. People who sell New Year’s goods should provide information about Chinese New Year’s culture or provide entertainment to create an attractive atmosphere. Different types of FRL consumer have different reactions to various experiential marketing mixes; thus, stall owners should develop different experiential marketing strategies for different FRL consumers. Finally, personnel play a significant role in creating impulse purchasing behavior. Therefore, stall owners should consider the personal characteristics of the staff they hire so that they can create the type of experience that they are aiming for.