Sensory Marketing Research Articles

The Effect of Sensory Marketing on the Purchase Behavior of Sports Wear Products

Intense competition conditions push businesses and brands to differentiate. One of the ways brands differentiate themselves from their competitors is to carry out interesting marketing activities for consumers. In this sense, sense-oriented marketing strategies can be used to activate the purchasing behavior of consumers. This research aims to reveal how consumers are affected by sensory marketing elements when purchasing sports ready-to-wear products and their differences according to demographic characteristics. Tekin (2021) used the scale of “the effect of sensory marketing on the buying behavior of ready-made clothing”, which he used in his graduate study. The sample group consists of 241 female and 259 male participants who volunteered and visited the sports shops of 6 shopping centers in Istanbul. In the analysis of the data, Multiple Frequency, Mann-Whitney U test and Kruskal Wallis analyzes were applied.It is seen that men, participants with university education, 34-41 age group and 2501-4000 TL monthly income spend more in the consumption of sports textile products. The participants stated that they purchase 10% or less of their monthly budget for sports products, they mostly buy from the physical store, they prefer classical music in the store, they show more demand for light colored products, and the majority prefer the Adidas brand. The effect of visual, olfactory and tactile stimuli in the store atmosphere on the consumption of sports textile products, on gender and education; visuality of brand and store design on gender, education and monthly income; It has been determined that olfactory and auditory stimuli show significant differences according to education and monthly income. It is seen that the effect of product visualization and the effect of olfactory, auditory and tactile stimuli do not change according to any personal characteristics.

Application of Sensory Marketing Techniques at Marengo, a Small Sustainable Men’s Fashion Store in Spain: Based on the Hulten, Broweus and van Dijk Model

(1) Background: the present research addresses sensory marketing to check its possible potential in making the consumer shopping experience in physical points of sale more sustainable and efficient, both for potential buyers and for the selling company. (2) Aims: the main purpose of this study is to check whether, by applying sensory marketing and merchandising techniques in a shop, the business can be more economically profitable and, thus, make it more sustainable. The main objective is, therefore, to find out how consumers respond to different communication strategies in an experimental men’s fashion shop located in a Spanish municipality. (3) Methodology: researchers adapted the so-called Sensory Marketing Model to a real case. Based on scientific evidence and documentary review, an experiment of implementation of sensory marketing tactics (visual, sound, olfactory and haptic) and its subsequent quantitative analysis based on the before-after, cause-effect relationship was carried out. (4) Results: the results obtained shed light on the importance of sensory marketing, as this study showed a considerable increase in sales, customer retention and customer satisfaction in the shop, following the deployment of appropriate sensory marketing strategies. (5) Conclusions: the Sensory Marketing Model is valid and reliable for implementation, not only to increase sales, but also to make the store more sustainable, as all actions carried out involved a decrease in material resources typical of retail shops.

A field study on sensory cues and customer revisit intention

Purpose- Along with the changes in consumers’ expectations, marketers have started to trigger the senses in their marketing activities after realizing the effects of senses on consumer decisions. Sensory marketing activities have become a key tool for retailers to keep and gain consumers. Retailers can create store environments where their customers feel comfortable through the use of sensory cues. In this study, the influence of sensory marketing cues on revisit intention of customers is analyzed. Methodology- Restaurant and coffee shop businesses are among the most appropriate examples to offer attractive store atmosphere to persuade consumers for the next visit The research is conducted with respect to third-generation coffee stores to be able to include sensory cues designed to appeal to all five senses. The data collected via online survey questionnaires are analyzed using SPSS 23 statistical package program. Findings- Multiple sensory cues are found to be effective on revisit intention. It is revealed that the smelling, tasting and touching cues have an effect on customers’ revisit intention, while sensory cues of sight and hearing have no effect. Conclusion- This study offers implications to third generation coffee stores by emphasizing tactile, taste and olfactory cues. Retail companies can use sensory cues to increase consumers’ shopping duration in the store with an enjoyable experience and make them revisit the same store. Developing a clear positioning strategy can help them to create an emotional connection with their customers and improve customer engagement to the store. Therefore, companies can benefit from the sensory marketing concept as a strategic tool to differentiate them from their competitors. Keywords: Retailing, sensory marketing, sensory cues, store atmosphere, revisit intention JEL Codes: M30, M31, M39

IMPACT OF SENSORY MARKETING ON CUSTOMER LOYALTY AND PURCHASE DECISIONS

The article presents the use of sensory marketing in company management. Sensory marketing is an increasingly common form of modern organization management. Human senses play the most important role in sensory marketing. Many companies from various industries perceive the power of human senses. The goal of sensory marketing is to communicate with customers on an emotional level. Additionally, it should be added that this is a non-intrusive form of communication. Clients perceive the emotional message without the persuasion typical of traditional approaches. Today, companies care more about keeping customers and building two-way loyalty than about gaining new customers and conducting a single transaction with them. Loyal customers are the company’s greatest asset. The main aim of the article will be to show the impact of sensory marketing on customer loyalty and their purchasing decisions. The author reviewed Polish and foreign literature on the issues of sensory marketing and creating customer loyalty. Customer research was also carried out, showing the influence of the senses on customer loyalty and purchasing decisions. At the end, the research results and conclusions were presented.

Sensory marketing and gastronomy: the case of Ecuadorian haute cuisine restaurants

ABSTRACT A visit to a haute cuisine restaurant is a feast for all the senses. This study investigates sensory aspects of Ecuadorian haute cuisine which has recently grown in popularity. A key reason for this popularity is the diversity and availability of local ingredients and the fusion of ancestral heritage with the creativity of a new generation of chefs. Four in-depth interviews were conducted with head chefs of Ecuadorian haute cuisine restaurants, three in Ecuador and one in Spain. The chefs were asked how they use sensory elements to stage the experiences in their restaurants. Responses were analysed using Hetzel’s framework to explore the dimensions of these experiences. All four chefs present a remarkably strong narrative and they all consciously use the five sensory elements to support the harmony between the narrative of Ecuadorian heritage and the dishes that they serve. These narratives appeal to the guests’ imagination and it was found that including “mind” as a sixth sense helps to understand the central place of these narratives. The implications are twofold: narratives help chefs to involve the guests in their offering and, in the long term, they can also help to create a more prominent place for authentic Ecuadorian cuisine.

Dijital Çağda Tüketicinin Duyularına Hitap Etmek: Çoklu Duyusal Pazarlama Üzerine Bir Araştırma

21. yüzyıl hem tüketici hem de markalar açısından büyük değişimlerin yaşandığı bir dönemdir. Markaların temel amacının ürünü satmaktan çok ürünü yaşatmak olduğu, ürünün özelliklerinden ziyade marka hikâyelerinin konuşulduğu, tüketicinin elde edeceği faydadan ziyade tüketici psikolojisinin ön planda tutulduğu duygu çağının temelinde, çoklu (beş boyutlu) duyusal deneyim yatmaktadır. Tüketicinin görme, koklama, tatma, işitme ve dokunma duyularına hitap eden çoklu duyusal deneyim, markaların gerek pazarlama iletişimi gerekse reklam stratejileri içerisinde önemli bir yere sahiptir. Özellikle COVID-19 süreciyle hızlanan dijitalleşme, genç tüketicilere farklı deneyimler sunmak isteyen markaları, çoklu duyusal pazarlamaya yöneltmiştir. Bu çalışma tüketicilerin gerek geleneksel mağaza atmosferinde gerek ise çevrim içi web ortamında yaratılan duyusal pazarlama unsurlarının tüketici alışveriş deneyimi üzerine etkisini betimsel olarak analiz etmektedir. Araştırmada üç ana kategori belirlenmiş ve yarı yapılandırılmış derinlemesine mülakat tekniği kullanılarak 18-24 yaş aralığında 14 kişi ile görüşülmüştür. Bulgular hem geleneksel hem de dijital alışveriş sırasında genç tüketicilerin beş duyusunun aktif olarak uyarıldığı duyusal deneyimler istediklerini ortaya koymaktadır. Dijital alışverişte görsel ve işitsel deneyimler ön plana çıkmakta, ancak markalar görsel unsurlara önem verirken işitsel tarafta yetersiz kalmaktadır. Genç tüketiciler duyuların internetini ve beş duyuya hitap eden alışveriş deneyimini yaşamak isteseler de tat ve koku duyularına ulaşabilecek bir internetin 10 yıldan önce mümkün olmayacağını düşünmektedirler. Araştırma, genç hedef kitlelerin yalnızca bir ürün veya hizmet bulma/satın almaya değil, aynı zamanda duyusal ve benzersiz bir deneyime de ihtiyacı olduğunu göstermektedir.

The Application of Artificial Intelligence to Automate Sensory Assessments Combining Pretrained Transformers with Word Embedding Based on the Online Sensory Marketing Index

We present how artificial intelligence (AI)-based technologies create new opportunities to capture and assess sensory marketing elements. Based on the Online Sensory Marketing Index (OSMI), a sensory assessment framework designed to evaluate e-commerce websites manually, the goal is to offer an alternative procedure to assess sensory elements such as text and images automatically. This approach aims to provide marketing managers with valuable insights and potential for sensory marketing improvements. To accomplish the task, we initially reviewed 469 related peer-reviewed scientific publications. In this process, manual reading is complemented by a validated AI methodology. We identify relevant topics and check if they exhibit a comprehensible distribution over the last years. We recognize and discuss similar approaches from machine learning and the big data environment. We apply state-of-the-art methods from the natural language processing domain for the principal analysis, such as word embedding techniques GloVe and Word2Vec, and leverage transformers such as BERT. To validate the performance of our newly developed AI approach, we compare results with manually collected parameters from previous studies and observe similar findings in both procedures. Our results reveal a functional and scalable AI approach for determining the OSMI for industries, companies, or even individual (sub-) websites. In addition, the new AI selection and assessment procedures are extremely fast, with only a small loss in performance compared to a manual evaluation. It resembles an efficient way to evaluate sensory marketing efforts.

Impact of Innovation in Sensory Marketing on Local Brand Image, Satisfaction and Return Intention of Tourist to Ha Giang Destination

With the prospect that the COVID-19 epidemic will be basically controlled, many provinces and cities in Vietnam in general and Ha Giang province in particular are actively developing and implementing plans to accelerate the speed of tourism recovery, ensure safety, adapt to the new normal and aim to achieve the goal of developing the tourism industry into a spearhead economic sector. To achieve those aims, the pillar of development needs to be directed toward innovation, particularly innovation in marketing activities. This study focuses on analyzing the influence of sensory marketing on local brand image, satisfaction, and tourist retention at tourist destinations in Ha Giang province. Through data obtained from 204 tourists who have experienced Ha Giang tourism, the results show that sensory marketing through taste, sight, and touch has a direct influence on the return intention of tourists, or an influence to return indirectly through local brand image and tourist satisfaction. Therefore, the authors have proposed some solutions for stakeholders to innovate Ha Giang tourism through sensory marketing.

Experimental atmospherics: a multi-sensory perspective

PurposeAtmospherics is undoubtedly a multi-sensory concept, despite mostly being studied on a sense-by-sense basis by architects, sensory marketers and urban designers alike. That is, our experience is nearly always the result of cross-modal/multi-sensory interactions between what we see, hear, smell and feel in a given space. As such, it is critical that researchers study the senses in concert. That said, the few empirical studies that have attempted to assess the impact of deliberately combining the senses in a retail/health-care environment have typically failed to deliver the multi-sensory boost to experience (or sales) that the multi-sensory science predicts ought to be observed. Invoking notions of processing fluency, sensory overload and sensory (in-) congruency in the field of multi-sensory atmospherics may help to explain what happened (or went wrong) in such cases.Design/methodology/approachCritical review of literature on atmospherics and sensory marketing, highlighting various difficulties of interpretation and challenges to accepted conclusions.FindingsAtmospherics is a fundamentally multi-sensory concept, and cross-modal interactions are the rule, not the exception. As such, researchers need to study atmospherics in a multi-sensory context.Originality/valueThis critical commentary highlights the need for researchers to consider atmospherics from a multi-sensory, rather than sense-by-sense perspective.

Meaningfully Different? How Visual Semantics Help New Ventures Achieve Optimal Distinctiveness

We examine how new ventures in online B2C marketplaces use visuals, such as product videos and images, in their strife for optimal distinctiveness, that is, being as different as conformingly possible. Building on research on cultural entrepreneurship as well as sensory marketing and perception, our work shows that visuals help new ventures orchestrate their distinct organizational identity, that is, appearing either more conforming or different to evaluating audiences than they truly are. We use machine learning approaches from image label recognition and natural language processing on videos and images of 1,157 entrepreneurial products offered on Amazon Launchpad to analyze the effect of the visual semantics—the meaning contained in visuals—on product performance. We find that visual semantics matter most for conforming new ventures' product performance, albeit with a juxtaposing effect: While visuals should adhere to consumer expectations in terms of semantic fit, that is, the type of meaning they convey, they should deviate in terms of semantic richness, that is, the extent of meaning conveyed. By offering a multifaceted perceptual perspective on the way a distinct organizational identity is visually conveyed to audiences, our work has important implications for research on optimal distinctiveness. For managers, our work demonstrates clear guidelines for designing and using semantics in product videos and images to appear more or less unique to consumer audiences in online B2C marketplaces.

The Effects of Sensory Marketing on Clothing-Buying Behavior

Abstract Nowadays, intensive rivalry forces enterprises and brands to strive for differentiation. Use of marketing strategies, which can allure the consumers, effectively is one of the ways of differing oneself from one's rivals. Sensory marketing strategy, which affects the buying behavior and perception of consumers by alluring their senses, is one the marketing strategies whose importance and use have increased in recent years. This strategy also has been intensively used by enterprises that produce and market clothing products, which are one of the basic needs of consumers. In this context, this research study aims to analyze the effects of sensory marketing on clothing-buying behavior. The research aims to reveal how consumers in Turkey, which is one of the leading global clothing exporters and at the same time which is one of the significant markets, are affected by sensory marketing factors during the clothing purchase process. In accordance with the aim of the research, a survey was conducted of consumers who live in the three biggest cities of Turkey and whose ages are 18 and over. The data, which were obtained from field research, were analyzed statistically and suggestions are made to enterprises and brands that produce clothing products and/or market clothing products, on the basis of the study's findings.

Use of Consumer Neuroscience in the Choice of Aromatisation as Part of the Shopping Atmosphere and a Way to Increase Sales Volume

The point of purchase is considered to be one of the few communication channels that is not yet saturated, and it has a relatively large potential for the future. A pleasant smell is also part of the shopping atmosphere. How smell affects customer behaviour and purchasing decisions is addressed by a relatively young scientific field, one of the existing kinds of sensory marketing—aroma marketing, otherwise called aromachology. Smell has mainly a subconscious influence; therefore, its examination is appropriate to be carried out using consumer neuroscience tools. This paper examined the perception of the shopping atmosphere in Slovak grocery shops and comprehensive interdisciplinary research on the impact of selected aromatic compounds on the cognitive and affective processes of the consumer, as well as the evaluation of the effectiveness of their implementation in food retail establishments. At the end of the paper, we recommend the possibilities of effective selection and the implementation of aromatisation of different premises, by which the retailer can achieve not only a more positive perception of the shopping atmosphere, but also an increase in retail turnover in individual sales sections.

Impact of Sensory Marketing on Green Purchase Intention: Viewing the Mediating Role of Green Attitude in the Cosmetic Industry

Abstract. Purpose – The demand of green beauty products is increasing in Asian countries due to intense environmental problems associated with the purchase of makeup. However, the factors to determine green purchase intention of natural beauty brands is still under discussion. This study aims to bridge the gap by examining the impact of sensory marketing on green purchase intention of green beauty brands via a mediating role of green attitude. The Theory of planned behaviour was used to explore the dimensions of green purchase intention for green beauty product brands. Methodology - This study was cross-sectional and was conducted by self-administered closed ended questionnaires. In total 370 questionnaires were distributed, out of which 282 usable responses were used in the analysis with a response rate of 76%. The data was collected from female university students of Rawalpindi and Islamabad by using purposive sampling technique. The correlation among variables and regression analysis were applied to analyse data. Findings - The findings of the study indicate that sensory marketing has a significant positive impact on green purchase intention of natural beauty products. The study supports the mediating role of green attitude for the relationship between sensory marketing and green purchase intention. The results did not support the moderating impact of openness to experience on the relationship between sensory marketing and green purchase intention. Environmental consciousness is found to have no moderating impact on the green attitude-green purchase intention relationship. Value/Originality – The study gives valuable insight to address the problems associated with the marketing of green products in developing countries. The study is significant as it explores the novel factors that are rarely discussed in the previous studies to investigate green purchase intention of consumers for green beauty brands. Another contribution of the study is to familiarise marketers of developing countries with an inexpensive tool to market eco-friendly cosmetic brands, keeping in view consumers’ needs and demands. Implications - The study has implications to theory and extends the body of knowledge in luxurious and natural beauty products. The research overcomes the ambiguities associated with green cosmetic industry and supports the development of organic cosmetic industry in the emerging and less developing countries. Moreover, the study directs green products manufacturers and marketers to market organic products through innovative marketing strategies. The study suggests marketers to target their audience by keeping in mind their attitudes, cultural differences, geographical conditions, and sensory attributes that influence their purchasing intentions.

Ảnh hưởng của Sensory Marketing đến cảm nhận về chất lượng và sự hài lòng với dịch vụ y tế tại các bệnh viện công lập ở Việt Nam

The article assesses the influence of sensory stimuli of patients who come for medical examination and treatment at Vietnam public hospitals on their perceived service quality and satisfaction through a survey of 619 people from in 52 provinces and cities. The results show that tactile, visual, olfactory, and taste stimuli significantly influence on perceived quality and customer satisfaction when experiencing public medical services. Some discussions and recommendations on applying sensory marketing to improve the perception and increase satisfaction toward quality of health services have been proposed, to improve the brand image of public hospitals as well as ensure the customer’s interests in terms of service quality. The study has reinforced previous studies and developed the Sensory Marketing model when assessing perceived quality and customer satisfaction

Psychology of Smell: Its Influence on the Consumer in the Boutiques of the City of Riobamba

Olfactory marketing is a current trend that arises from sensory marketing and neuromarketing, which creates sensory experiences through smell, with certain aromas within the points of sale, in order to influence a consumer’s association toward a product or a brand and thus the profitability of the company. Sensory marketing focuses on the correct use of the senses and the management of emotions, which positively favors the sale of a product or service. Olfactory perception is the first sensory system that produces emotions when it receives a stimulus and stays longer in memory. The current research analyzes a specific aroma used in boutiques to increase the association of the brand with the consumer's memory. A neurosensory instrument called electroencephalogram was used to determine the cognitive fluency of the aroma. The equipment records the electrical activity of the brain, these impulses generate levels of meditation and attention before the influence of an aroma.

Digital Sensory Marketing Factors Affecting Customers’ Intentions to Continue Organic Online Purchases during COVID in India

Myriad studies have examined the effect of web aesthetics on consumer purchases. However, customers’ intention to continue organic beauty products online purchases during COVID in the Indian context has received little attention. The purchase of beauty products has been perceived as a non-essential product category during COVID times, especially in developing markets like India. The goal of this research is to present an integrated theoretical framework, extending the stimulus-organism-response (SOR) theory to determine the factors that influence the intention to continue organic beauty purchases during COVID times. Specifically, the role of artificial intelligence/virtual reality (AI/VR) based sensory-enabling technologies (SET) web aesthetics. We performed in-depth semi-structured interviews of 136 customers of 7 organic beauty brands in India. The results based on thematic analysis (using NVIVO) and MCA analysis indicates that telepresence, audiovisual (AV) congruency, dynamism, local robotics and ethnic chatbots are associated with SET-based web aesthetics. On the other hand, the country of origin, source, ingredient, nature, control, sense of belonging and dominance are associated with traditional web aesthetics. Based on the extended SOR research model, a future research agenda comprising four propositions has been drawn.

Effect of sensory marketing in enhancing customer loyalty by mediating marketing knowledge, survey research in a group of large single market in Baghdad

The research aims to measure the effect of sensory marketing (visual marketing, audio marketing, olfactory marketing, taste marketing, tactile marketing) in enhancing customer loyalty (behavioral loyalty, situational loyalty, perceptual loyalty) and the mediating role of marketing knowledge (product knowledge, price knowledge, promotion knowledge knowledge of distribution, knowledge of employees, knowledge of physical evidence, knowledge of the process) in a group of large single market markets in Baghdad and the researcher chose it because of the challenges faced by large single market in satisfying the customer and maintaining it as a permanent visitor and enhancing his loyalty, and the research problem was identified with a main question (How much The effect of sensory marketing in enhancing customer loyalty to large single markets by mediating marketing knowledge) in addition to several sub-questions centered on the nature of the relationship between the variables. (300) customers from the markets.

Understanding How Product Reviews on YouTube Affect Consumers’ Purchase Behaviors in Indonesia: An Exploration Using the Stimulus-Organism-Response Paradigm

Product reviews on YouTube have become highly beneficial to consumers’ decision-making, as they can help consumers judge and experience products before making purchases. Consequently, scholars and managers must understand consumer behaviors regarding product reviews and identify factors influencing consumers’ purchasing decisions. A novel contribution of the study is the introduction of a model based on the stimulus-organism-response paradigm that explains how sensory marketing and information adoption affect parasocial interaction, trust (cognitive and affective), and information usefulness that are correlated with consumers’ responses to stickiness, adoption, and purchase intentions. To empirically evaluate the proposed research model, we conducted an online survey of 611 participants who had purchased products based on YouTube product reviews. We performed data analysis using structural equation modelling and Smart-PLS software, and the results indicated that all hypotheses were supported except for parasocial interaction and information usefulness, which were rejected. This study could provide insights into the antecedents and consequences of purchase intentions in light of YouTube product reviews, thus contributing knowledge of online consumer behaviors to help managers understand consumer behaviors regarding social media and formulate marketing strategies.

Measuring Online Sensory Consumer Experience: Introducing the Online Sensory Marketing Index (OSMI) as a Structural Modeling Approach

We present a novel quantitative approach to assessing sensory components on e-commerce websites. The Online Sensory Marketing Index (OSMI) provides a valuable measure of the sensory output exhibited by text, images, and other media. The OSMI enables website creators and marketers to communicate about sensory marketing elements and related components. Accordingly, websites could be designed to achieve better sensory appeal and mitigate weaknesses. Our index allows for the creation of sensory templates for various industries. Utilizing a field study of 16 websites in the tech, automotive, fashion, and food industries, we present sensory measures for websites’ acoustical and visionary elements that are easy to comprehend. Additionally, we introduce a score to quantify haptic, olfactory, and gustatory components to assess the online sensory consumer experience. We conclude and propose weighting offline and online sensory parameters per industry. Accordingly, we study quantitative parameters for online sensory overload and deprivation. Our assessment offers a comfortable determination of websites’ OSMI.

Can Sensory Marketing Factors Improve the Customers' Pleasure and Arousal in Egyptian Resort Hotels?

Can Sensory Marketing Factors Improve the Customers' Pleasure and Arousal in Egyptian Resort Hotels?