Short answer
Integrate product design, distribution strategy, and promotional messaging to create a cohesive and engaging customer experience that drives positive attitudes and purchase intent.
- Field
- Innovation & Markets
- Source
- The Journal of the Korea Contents Association (2010)
- Method
- Quantitative research with statistical analysis.
- Evidence
- Strong effect
Product, place, and promotion elements of the marketing mix significantly influence customer experiences, which in turn positively shape store attitudes and purchase intentions. This innovation & markets research insight is drawn from a 2010 study published in The Journal of the Korea Contents Association. Using Quantitative research with statistical analysis., researchers explored how this design variable affects real-world outcomes. The key 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.
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
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.
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.
Method & Evidence
Variables
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?
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.
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.
Add to My Project
Quick Cite
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.
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 sourceQuestions 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.