Namita Rajput

The growth of consumerism in the luxury cosmetic industry in India is backed by the ability and willingness of the consumers to spend money, internet penetration, awareness, and consciousness of luxury cosmetics from exposure to beauty brands. Among other methods of marketing, the adoption of experiential marketing is gaining ground. It is specifically relevant in the cosmetic industry as it creates behavioral experience, brand experience, and brand engagement for appealing to the affective, sensory, and intellectual aspects of the consumers. The study examines the impact of experiential marketing on consumer satisfaction while identifying its importance in the industry. With the help of a close-ended questionnaire, a survey was conducted to examine the perception of 820 consumers of luxury cosmetics in India. SEM analysis was conducted to examine the impact of experiential marketing on consumer satisfaction using SPSS AMOS software. Herein, experiential marketing is represented by five components i.e. relate, feel, think, act, and sense while customer satisfaction by three components i.e. overall service quality, individual experience, and service quality, and perceived expectation-actual performance. The findings of the study revealed the presence of a positive impact.

The evolving needs of the consumers in the luxury cosmetic segment require the firms to pique consumer interest. This forces the firms to keep their focus on providing superior quality products and, at the same time, creating a memorable experience. The study is undertaken to provide a better understanding of experience through emotions. This study aims to investigate the strategies of experiential marketing used by luxury cosmetics companies for influencing consumer perception. Thus, the current study examines empirical studies selected using PRISMA guidelines to formulate a critical review of prevailing literature to arrive at the findings of the study. The results show that strategies such as free samples and exclusive distribution influence the probability of usage of products and cater to consumer expectations of exclusive approaches. In addition, the strategies of the online community, gift promotion, flagship stores, service from experts, and showbiz marketing can be used to create a meaningful brand experience. The brand image creation, stories associated with design, innovativeness, and product exclusivity enable the impactful contribution of experiential marketing. Thus, companies using immersive experience through technology should implement strategies like virtual shopping or event marketing for targeting consumers. In conclusion, the strategy of e-word of mouth using various social media platforms, event marketing, and storytelling have been identified to shape the feeling and experience of a consumer to influence attitude towards online shopping and maintain their engagement after a purchase.

The paper examines the shift in stock indices’ behavior in BRICS nations, prior to and following the outbreak of the COVID-19 pandemic, using daily data of relevant stock indices from April 2019 to March 2021. The study seeks to ascertain the influence of COVID-19 on stock markets of BRICS countries. The descriptive analysis and graphical presentation established that the pandemic period was extremely variable, with high average returns. Furthermore, the findings reveal that, with the exception of China and South Africa, the BRICS nations’ stock indices were not cointegrated prior to the epidemic. Interdependence has increased throughout the epidemic, as three BRICS nation pairings, particularly Brazil and China, China and South Africa, and Russia and South Africa, are all cointegrated. This demonstrates that the COVID-19 problem strengthened the BRICS countries’ cointegration or relatedness. As a result, portfolio diversification opportunities have dwindled. Additionally, given the relatively high average stock indices, investors may generate significant returns by investing in indices rather than individual firms, especially during the pandemic crisis time.