The Impact of Sensory Marketing on Consumer Behaviour

Ing. Annaliya Peter

Diplomová práce

Anotace:

The aim of this thesis is to analyse sensory marketing activities of a selected company, investigate its influence on consumer behaviour and propose how to optimise it. The theoretical part of the master thesis focuses on the basic concepts and terminology of Sensory Marketing. The research methodology is a quantitative approach using questionnaire survey to collect primary data from consumers. In the practical part statistical tools will be used to evaluate the samples obtained. The evaluation will be complemented by suggestions and recommendations to the company for better employment of sensory techniques in their marketing activities. The findings of the research will be valuable for the company to understand which sensory practices are important to engage the consumers. Also, the results can provide insights to similar companies in the industry.

Abstract:

The aim of this thesis is to analyse sensory marketing activities of a selected company, investigate its influence on consumer behaviour and propose how to optimise it. The theoretical part of the master thesis focuses on the basic concepts and terminology of Sensory Marketing. The research methodology is a quantitative approach using questionnaire survey to collect primary data from consumers. In the practical part statistical tools will be used to evaluate the samples obtained. The evaluation will be complemented by suggestions and recommendations to the company for better employment of sensory techniques in their marketing activities. The findings of the research will be valuable for the company to understand which sensory practices are important to engage the consumers. Also, the results can provide insights to similar companies in the industry.

Keywords

Consumer Behavior, Sensory Marketing, Visual, Olfactory, Tactile, Haptic, Auditory, Marketing, Experiences

Jazyk práce: angličtina

Datum vytvoření / odevzdání či podání práce: 18. 12. 2023

Obhajoba závěrečné práce

• Obhajoba proběhla 13. 2. 2024
• Vedoucí: Ing. Michal Stoklasa, Ph.D.
• Oponent: Ing. Veronika Kopřivová, Ph.D.

Slezská univerzita v Opavě

Obchodně podnikatelská fakulta v Karviné

Magisterský studijní program / obor:
Ekonomika a management / Business Economics and Management