Study
Innovation & MarketsHigh ImpactStrong effect

Customer Experience Mediates Marketing Mix Impact on Purchase Intent

Product, place, and promotion elements of the marketing mix significantly influence customer experiences, which in turn positively shape store attitudes and purchase intentions.

The Journal of the Korea Contents Association · 2010

01

Key Findings

  • 01Product, place, and promotion positively influence sensory, emotional, and cognitive customer experiences.
  • 02Positive customer experiences (sensory, emotional, cognitive) lead to favorable store attitudes and increased purchase intentions.
  • 03Customer experiences act as a mediating factor between the marketing mix and store attitude/purchase intention.
02

Application

Design takeaway

Integrate product design, distribution strategy, and promotional messaging to create a cohesive and engaging customer experience that drives positive attitudes and purchase intent.

How to apply

When developing new products or marketing campaigns, consider how the physical attributes of the product, its availability, and the communication surrounding it will contribute to the customer's sensory, emotional, and cognitive engagement.

Project actions

  • 01Consider how your design choices for a product's form, function, and aesthetics can create specific sensory or emotional responses.
  • 02Think about how the user's journey to access or interact with your product (place/distribution) influences their overall experience.
03

Method & Evidence

AimTo investigate how product, price, place, and promotion influence customer experiences, and how these experiences mediate the relationship between the marketing mix and store attitude/purchase intention.
MethodQuantitative research with statistical analysis.
ProcedureThe study analyzed the impact of marketing mix dimensions (product, price, place, promotion) on customer experiences (sensory, emotional, cognitive), and subsequently, the impact of these experiences on store attitude and purchase intention. Mediation effects of customer experiences were also examined.
ContextRetail environments, specifically department stores.

Variables

IV["Product","Price","Place (Distribution)","Promotion"]
DV["Customer Experience (Sensory, Emotional, Cognitive)","Store Attitude","Purchase Intention"]
04

Strengths & Limitations

Strengths

  • +Investigates the mediating role of customer experience.
  • +Provides actionable insights for marketing and design strategies.

Limitations

The specific impact of price on customer experience might be context-dependent and not universally applicable.

Reliability & validity

The study's validity relies on the accurate measurement of customer experiences and their statistical relationship with marketing mix elements and purchase intentions. Reliability would depend on consistent application of survey instruments across participants.

Think critically

How might the 'price' element of the marketing mix influence customer experience differently in luxury versus discount retail settings?

05

Design Principles

"Customer experience is a critical mediator between marketing efforts and purchase outcomes."

This research highlights that a product's tangible attributes, its accessibility, and promotional efforts are not just direct drivers of sales but also crucial in shaping a customer's overall experience. Designers and marketers should consider how these elements contribute to sensory, emotional, and cognitive engagement to foster stronger brand loyalty and drive purchasing decisions.

06

What This Means for Your Design

Making products look good, easy to find, and advertised well makes customers feel good about the store and want to buy more.

How to use in your project

  • 1.Use this research to justify focusing on user experience as a key objective in your design process.
  • 2.Reference this study when explaining how your design choices for product features, presentation, or accessibility aim to create positive customer experiences.
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Add to My Project

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Quick Cite

(2010). Influence of Marketing Mix on Customer's Attitude and Purchase Intention -Mediating Effects of Customer Experiences-. The Journal of the Korea Contents Association. https://doi.org/10.5392/jkca.2010.10.8.292 Retrieved from https://designdex.org/study/a4cf4346-1eac-41fd-b26c-bd2729ae252b/customer-experience-mediates-marketing-mix-impact-on-purchase-intent

Paragraph starter

This research indicates that product attributes, distribution channels, and promotional activities significantly shape customer experiences, which in turn positively influence store attitudes and purchase intentions. Therefore, design decisions should prioritize creating engaging sensory, emotional, and cognitive experiences for the user.

09

Source

The Journal of the Korea Contents Association

Influence of Marketing Mix on Customer's Attitude and Purchase Intention -Mediating Effects of Customer Experiences-

journal · 2010

View source

Questions about this research

What does the research say about customer experience mediates marketing mix impact on purchase intent?
Integrate product design, distribution strategy, and promotional messaging to create a cohesive and engaging customer experience that drives positive attitudes and purchase intent. Evidence: The Journal of the Korea Contents Association (2010).
Why does "Customer Experience Mediates Marketing Mix Impact on Purchase Intent" matter for design?
This research highlights that a product's tangible attributes, its accessibility, and promotional efforts are not just direct drivers of sales but also crucial in shaping a customer's overall experience. Designers and marketers should consider how these elements contribute to sensory, emotional, and cognitive engagement to foster stronger brand loyalty and drive purchasing decisions.
How can designers apply this research?
Integrate product design, distribution strategy, and promotional messaging to create a cohesive and engaging customer experience that drives positive attitudes and purchase intent.
What were the main findings?
Product, place, and promotion positively influence sensory, emotional, and cognitive customer experiences.. Positive customer experiences (sensory, emotional, cognitive) lead to favorable store attitudes and increased purchase intentions.. Customer experiences act as a mediating factor between the marketing mix and store attitude/purchase intention.
What research method was used?
Quantitative research with statistical analysis..
How strong is the evidence?
Evidence strength is rated Strong effect, based on a 2010 journal from The Journal of the Korea Contents Association.
What should I do differently in my next project?
When developing new products or marketing campaigns, consider how the physical attributes of the product, its availability, and the communication surrounding it will contribute to the customer's sensory, emotional, and cognitive engagement.
What are the limitations?
The study focused on department stores, and findings may vary across different retail sectors. The influence of price on customer experience was not found to be significant in this specific context.
Is there evidence that customer affects design outcomes?
The study found that aspects of a product, where it's available, and how it's promoted all contribute to how a customer feels, senses, and thinks about a store. These positive feelings and thoughts then make customers like the store more and want to buy things there. This research highlights that a product's tangible a Source: The Journal of the Korea Contents Association (2010).
Where does this customer experience research apply?
Retail environments, specifically department stores. It sits within innovation & markets research on designdex.org.

Related research topics

customer design research · evidence on customer · does customer improve design outcomes · customer experience studies for designers · customer and customer experience findings · innovation & markets research evidence