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.
Highlights
The task of sensory marketing is to persuade consumers to give preference to buy products and services among others
The impact of sensory marketing was generally aimed on factors which influence consumers while doing shopping
Touch and sight have been a part of marketing area for longer time, but term sensory marketing has appeared primarily after application of other senses
Summary
The task of sensory marketing is to persuade consumers to give preference to buy products and services among others. In order to manage that five senses are used. This type of marketing is based on requirements of consumers. Customer's loyalty influenced by their experience has a big role (Hultén et al, 2009). Touch and sight have been a part of marketing area for longer time, but term sensory marketing has appeared primarily after application of other senses (smell and hearing). We can define term sensory marketing as relatively young sphere of marketing, because using these tools appeared on European and international market at the turn of 20th century (Martínez, 2007)
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