International Journal For Multidisciplinary Research

E-ISSN: 2582-2160   •   Impact Factor: 9.24

A Widely Indexed Open Access Peer Reviewed Multidisciplinary Bi-monthly Scholarly International Journal

Call for Paper Volume 8, Issue 2 (March-April 2026) Submit your research before last 3 days of April to publish your research paper in the issue of March-April.
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Volume 8 Issue 2
March-April 2026

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Impact of Experiential Marketing and Retail Design on Customer Engagement and Brand Preference

Author(s) Ms. Anshumali Singh
Country India
Abstract This study aims to investigate how consumer engagement and brand preference are affected by experiential marketing and retail design in the retail industry. In an increasingly cutthroat market, businesses are moving away from transactional marketing and toward experience-driven techniques to establish emotional bonds with customers. This study uses a quantitative research approach and collects primary data from 250 respondents using a standardised questionnaire with a 5-point Likert scale. To determine the connections between shop design, brand preference, and experiential marketing, the data was analysed using multiple regression and correlation analysis approaches. With retail design showing a comparatively stronger effect, the results show that both experiential marketing and retail design significantly and favourably influence brand preference. According to the findings, developing immersive, emotionally compelling, and aesthetically pleasing retail spaces is crucial for increasing consumer engagement and influencing positive brand outcomes. By empirically confirming the influence of environmental and experiential aspects on consumer behaviour, the study adds to the body of literature already in existence. It also provides useful advice for stores looking to gain a sustainable competitive edge.
Keywords Experiential Marketing, Retail Design, Customer Engagement, Brand Preference, Consumer Experience
Field Business Administration
Published In Volume 8, Issue 2, March-April 2026
Published On 2026-03-05
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E-ISSN 2582-2160
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