Creating customer value through event management as a platform

Abstract

Purpose- The main purpose of event management is to create customer value. Experts said that if such events are not formally planned and organized then it may have negative impact on customer value. The study is accomplished to find out the efficiency of event management on creating the customer value. Methodology/sample-In this descriptive research the sample size of 200 is selected. Data is collected through the research questionnaire. The collected data has been analyzed through graphs Findings-It is concluded that marketing events particularly our selected events of Dawn life Style and Women of Talent provide sense experience by displaying the physical product and showing the services, feel experience by having access to the product and services and act experience by allowing them to use the product before actual purchase. However such events are useful for the high value goods in which consumer want to put his attention before purchase. In marketing events consumer get a better chance to know about the product and services but their advantage is erode due to the large number of visitors. The products in the marketing events are mostly cheap prices than the market. People find marketing events to get a better chance to shift towards the new product. Thus with such finding we conclude over all that plat form of marketing events create customer value

Practical Implications- This study will be worthwhile for all organizations which are practicing event management as a platform for creating the customer value and also for those companies or brands which are intending to practice event management for gaining customer trust and value. This study will tell the reader that what factors make event management effective than traditional marketing and also if one has decided or practicing event management then what are the precautions in the event management for making desirable results from it.