A Study Of Stress Experienced By Transgender In An Experiential Event Setting And Its Impact On Customer Loyalty With Reference To The Cosmetic Industry
Keywords:
Transgender, Experiential Marketing, Stress, Emotion, Cognition, Customer loyalty.Abstract
Experiential Marketing aims to immerse the consumers in a memorable experience that could portray a sense of attachment and a close relationship with the product or service. Transgender usually face stigma and discrimination even after many awareness programs, inclusion in many advertisements, campaigns, and fashion shows which leads to the rise of psychological stress amongst them. (1)the behavioral differences of the marketers for the transgender in an experiential marketing setting and how it leads to stress and (2) explore how it affects customer loyalty. The research will demonstrate the relationship between discrimination, stress, and customer loyalty. In-depth interviews were conducted with 100 participants from January-February 2019 and data analysis was done by using qualitative research method and suggestions have been given to minimize the emotional, cognitive, and psychological stress and gender biases and how to increase customer loyalty of this specific segment. Findings illustrate the effect of previous experience of stigmatization and the current response towards it. The effect of occupational designation and societal status of transperson also affected the level of stress. The researcher also suggested experiential innovation strategies to minimize the level of discrimination for the marketers and other strategies to cope up with the stressors.
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