Impact of sensory marketing on consumer´s buying behaviour

Andrej Géci · Ľudmila Nagyová · Jana Rybanská

29 citations0/0 files storedPotravinarstvo Slovak Journal of Food Sciences

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Consumer Retail Behavior Studies Consumer Behavior and Marketing Influence Consumer Market Behavior and Pricing

Abstract

Knowing consumer's behaviour, his/her preferences and reactions provides company with better chance to establish itself in trade. While doing research, it is very important to analyse and search for answers to questions why customers do the shopping, what they buy, when, where and how often they do the shopping. The decision to buy a product or service is influenced by many factors, including not only cultural, social, psychological but also personal factors. Sensory marketing itself is coming to the foreground and more and more people are realising its position. This document is dedicated to issue which is useful not only for companies but also for consumer himself. It deals with involvement of sensory and tries to clarify their importance in business communication. The aim of research document was evaluation of senses and their influence on consumer's behaviour in shopping area. The comparison of generations and their buying habits during shopping behaviour was also important. Primary data were gained through a questionnaire which was realised on sample of 312 respondents. The impact of sensory marketing was generally aimed on factors which influence consumers while doing shopping. In questionnaire, respondents were divided into three groups/generations according to their age (young, middle aged and elder). The questionnaire research confirmed that sight was the most influenced sense when doing shopping (62%). Irrational consumer's behaviour was also confirmed. There were some differences shown among generation groups. Research confirmed that the sensory perception of these generations is different. More assumptions were formulated for a deeper analysis and their relations were verified by means of statistical test (Pearson Chi-kvadrat goodness-to-fit test). On the basis of required results was confirmed that most of customers do not realise the impact of individual senses on shopping behaviour.

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References

2011An integrative review of sensory marketing: Engaging the senses to affect perception, judgment and behavior 2002Yielding to Temptation: Self‐Control Failure, Impulsive Purchasing, and Consumer Behavior 2011Sensory marketing: the multi‐sensory brand‐experience concept 2001Choice Environment, Market Complexity, and Consumer Behavior: A Theoretical and Empirical Approach for Incorporating Decision Complexity into Models of Consumer Choice 2010The relative influence of packaging, labelling, branding and sensory attributes on liking and purchase intent: Consumers differ in their responsiveness 2006Reflective and Impulsive Determinants of Consumer Behavior 2009New Communications Approaches in Marketing: Issues and Research Directions 2006Brand Sense: How to Build Powerful Brands Through Touch, Taste, Smell, Sight and Sound

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