Exploration of sensory marketing and its influence on customers’ behaviors

Sebastien Turies

Master's thesis

Abstract:

This paper describes what is sensory marketing with in-depth reviews of each sense. It also explains what a company should focus on for each sense in order to successfully implement sensory marketing in their strategy. In the practical part, two marketing experiences promoting the same product were conducted, but one traditional stimulating only sight and another affecting all five senses. The results were monitored by qualitative interviews and revealed that the behaviors of respondents vary depending on many factors. However, trends were identified which are deeply rooted in humans’ brains and can be used when implementing a sensory marketing strategy. Each person is more receptive to certain senses, so, an experience stimulating all senses will please more customers. But there are limits in the intensity of the simulation of senses which should not be crossed at the risk of losing customers.

Abstract:

This paper describes what is sensory marketing with in-depth reviews of each sense. It also explains what a company should focus on for each sense in order to successfully implement sensory marketing in their strategy. In the practical part, two marketing experiences promoting the same product were conducted, but one traditional stimulating only sight and another affecting all five senses. The results were monitored by qualitative interviews and revealed that the behaviors of respondents vary depending on many factors. However, trends were identified which are deeply rooted in humans’ brains and can be used when implementing a sensory marketing strategy. Each person is more receptive to certain senses, so, an experience stimulating all senses will please more customers. But there are limits in the intensity of the simulation of senses which should not be crossed at the risk of losing customers.

Keywords

Experience, Senses, Consumer’s behavior, Sensory marketing

Keywords

Consumer’s behavior, Sensory marketing, Experience, Senses

Language used: English

Date on which the thesis was submitted / produced: 11. 5. 2022

Thesis defence

• Date of defence: 31. 5. 2022
• Supervisor: Martin Machek
• Reader: Daniela Kolouchová

Vysoká škola ekonomická v Praze

Master programme:
Management