Ing. Annaliya Peter

Master's thesis

The Impact of Sensory Marketing on Consumer Behaviour

The Impact of Sensory Marketing on Consumer Behaviour
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 …more
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 …more
 

Keywords

Consumer Behavior Sensory Marketing Visual Olfactory Tactile Haptic Auditory Marketing Experiences
 
Language used: English
Date on which the thesis was submitted / produced: 18. 12. 2023
Identifier: https://is.slu.cz/th/s2eb5/

Thesis defence

  • Date of defence: 13. 2. 2024
  • Supervisor: Ing. Michal Stoklasa, Ph.D.
  • Reader: Ing. Veronika Kopřivová, Ph.D.

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Institution archiving the thesis and making it accessible: Slezská univerzita v Opavě, Obchodně podnikatelská fakulta v Karviné
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Silesian University in Opava

School of Business Administration in Karvina

Master programme / field:
Economics and Management / Business Economics and Management

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