THE EFFECTS OF SENSORY MARKETING ON SHOPPING EXPERIENCE AND ON CONSUMER DECISION MAKING
Journal Title: European Journal of Business and Social Sciences - Year 2017, Vol 5, Issue 12
Abstract
The article presents an analysis of the effects of sensory marketing, which is a strategy used to engage consumers at stores, providing a differentiated experience. Through the theoretical support and the field research conducted, it was found the real importance of sensory marketing, which appears as an important advantage over competing brands, since the proposed stimuli in the store relates to memorable shopping experiences, establishing the brand in the minds of its consumers. Thus, it is concluded that the stimulus to the five senses at stores illustrate an important opportunity for an "approach" between brand and consumer, and differentiate themselves from their competitors.
Authors and Affiliations
Claudia Rosa Acevedo, PhD| School of Arts, Sciences and Humanities – University of Sao Paulo (USP) Arlindo Bettio Avenue, 1000, Sao Paulo (SP) – Brazil, Victor Sérgio Lopes Fairbanks, Researcher| School of Arts, Sciences and Humanities – University of Sao Paulo (USP) Arlindo Bettio Avenue, 1000, Sao Paulo (SP) – Brazil
Keywords
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