SENSORY MARKETING ON CUSTOMERS’ SATISFACTION: A TALE FROM THE SECOND LARGEST COFFEE EXPORTER

2022 ◽  
Vol 1 (1) ◽  
pp. 1
Author(s):  
Hoang Nguyen ◽  
Linh Bui
Keyword(s):  
Sensory Marketing

Do sensory reviews make more sense? The mediation of objective perception in online review helpfulness

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Alberto Lopez ◽  
Ricardo Garza
Keyword(s):  
Purchase Intention ◽  
Product Performance ◽  
Mediation Effect ◽  
Controlled Environment ◽  
Content Type ◽  
Positive Effects ◽  
Sensory Marketing ◽  
Modeling Analysis ◽  
Overwhelming Evidence ◽  
Review Helpfulness

PurposeDo consumers rate reviews describing other consumers' sensory experience of a product (touch, smell, sight, hear and taste) as helpful or do they rate reviews describing more practical properties (product performance and characteristics/features) as more helpful? What is the effect of review helpfulness on purchase intention? Furthermore, why do consumers perceive sensory and non-sensory reviews differently? This study answers these questions.Design/methodology/approachThe authors analyze 447,792 Amazon reviews and perform a topic modeling analysis to extract the main topics that consumers express in their reviews. Then, the topics were used as regressors to predict the number of consumers who found the review helpful. Finally, a lab experiment was conducted to replicate the results in a more controlled environment to test the serial mediation effect.FindingsContrary to the overwhelming evidence supporting the positive effects of sensory elicitation in marketing, this study shows that sensory reviews are less likely to be helpful than non-sensory reviews. Moreover, a key reason why sensory reviews are less effective is that they decrease the objective perception of the review, a less objective review then decreases the level of helpfulness, which decreases purchase intention.Originality/valueThis study contributes to the interactive marketing field by investigating customer behavior and interactivity in online shopping sites and to the sensory marketing literature by identifying a boundary condition, the authors’ data suggest that sensory elicitations might not be processed positively by consumers when they are not directly experienced, but instead communicated by another consumer. Moreover, this study indicates how companies can encourage consumers to share more effective and helpful reviews.

scholarly journals Sensory Marketing in the Quality of Service of the Hotel El Libertador in the City of Riobamba

2021 ◽  
Author(s):  
Diana Carolina García Mayorga ◽  
Jorge Antonio Vasco Vasco ◽  
Juan Carlos Montufar Guevara
Keyword(s):  
Quality Of Service ◽  
Visual Perception ◽  
Service Quality ◽  
Auditory Perception ◽  
Marketing Strategies ◽  
Existing Problems ◽  
Sensory Marketing ◽  
Palabras Clave ◽  
The City

This research aimed to improve the perception of the quality of service of the Hotel El Libertador by means of sensory marketing elements to improve the tourist experience. The study variables were derived from the visual, auditory and kinesthetic perceptions related to the quality of service. In addition, an analysis was performed with the EEG MindWave Mobile 2 biometric equipment, to understand the levels of attention, meditation and blinking. In terms of visual perception, it was determined that attention should be paid to the clothing of the staff (27.6%) and signage (40.9%). The elements of the auditory perception of the hotel had low ratings because the hotel has not implemented elements of auditory sensory marketing in the facilities. Four of the seven elements of the kinesthetic perceptions were not attended and had a weight between 38.3% and 46.7%. As a result of these analyses, a sensory marketing proposal was suggested, which included visual, auditory and kinesthetic marketing strategies, to provide a solution to the existing problems with the hotel facilities. Based on the biometric equipment results, a proposal was made for sensory marketing strategies with elements of experiential communication to be used in the hotel’s facilities which would also improve the perception of service quality. Keywords: sensory marketing, perception, tourism, senses, quality of service, neuromarketing. Resumen La investigación tuvo como objetivo mejorar la percepción en la calidad de servicio del HOTEL EL LIBERTADOR, por medio de elementos de marketing sensorial mejorando la experiencia del turista. La investigación es de tipo correlacional, las variables de estudio se desprenden de la percepción visual, auditiva y kinestésica relacionada con la variable calidad del servicio, además se realizó un análisis con equipo biométrico EEG MindWave Mobile 2 en las instalaciones de la empresa para identificar los niveles de atención, meditación y parpadeo. En los elementos de percepción visual se determinó que se debe prestar atención a la vestimenta del personal que tiene un 27,6% y la señalética 40,9%. Los elementos de la percepción auditiva del hotel tienen una baja calificación porque el hotel no ha implementado elementos de marketing sensorial auditivo en las instalaciones, 4 de los 7 elementos de la percepción kinestésica no han sido atendidos y tienen una ponderación entre 38,3% a 46,7% Por medio de este análisis se planteó una propuesta de marketing sensorial para dar solución a la problemática existente en las instalaciones del hotel, la misma que contiene estrategias de marketing visual, auditivo y kinestésico. Mediante la obtención de resultados y análisis realizados con equipos biométricos, se pudo determinar estrategias de marketing sensorial con elementos de comunicación experiencial en las instalaciones de la empresa hotelera que permita mejorar la percepción de la calidad de servicio. Palabras clave: marketing sensorial, percepción, turísmo, sentidos, calidad de servicio, neuromarketing.

scholarly journals Aroma marketing as a tool to increase turnover in a chosen business entity

10.5219/1475 ◽  
2020 ◽  
Vol 14 ◽  
pp. 1161-1175
Author(s):  
Jakub Berčí­k ◽  
Roderik Virágh ◽  
Zdenka Kádeková ◽  
Tatiana Duchoňová
Keyword(s):  
Questionnaire Survey ◽  
Grocery Store ◽  
Sales Promotion ◽  
Marketing Communication ◽  
Consumer Decision Making ◽  
Business Operation ◽  
Sensory Marketing ◽  
The Subject ◽  
Survey Comparison ◽  
Made In

The paper deals with the evaluation of the effectiveness of the application of aroma marketing describing a few possibilities of using aromatization in practice. Nowadays, many sophisticated tools are used in marketing and consumer behavior, such as sensory marketing and sensory perception. The following is the term of marketing communication and its division into the above-the-line and below-the-line communication, sales promotion, and in-store communication. The paper also focused on the new trends in the place of sale and aroma marketing. The subject of the practical part is the use of the aroma in the food store. An important part consists of a characteristic of the alliance, questionnaire survey, comparison of achieved sales volume and sales before placing the aroma diffuser, and while it was placed in the grocery store. The article aims to find out how the coffee aroma in the store influenced consumer decision-making and stimulated them to impulsive purchase and consequent influence on the company turnover. Concerning the results of our observation and questionnaire survey, we formulate suggestions and recommendations for the business operation and practice. The whole research was made in the grocery store “Môj obchod”.

What is Sensory Marketing?

2009 ◽  
pp. 1-23 ◽  
Author(s):  
Bertil Hultén ◽  
Niklas Broweus ◽  
Marcus van Dijk
Keyword(s):  
Sensory Marketing

Consumer Perception

2015 ◽  
pp. 1-22
Keyword(s):  
Marketing Strategies ◽  
Consumer Perception ◽  
Environmental Cues ◽  
Sensory Cues ◽  
Consumer Behaviors ◽  
Product Packaging ◽  
Sensory Marketing ◽  
Conscious Processing ◽  
Five Senses ◽  
And Performance

Sensation and perception refers to different stages in the processing of stimuli that influence consumer behaviors. The five senses involved in sensation and perception—touch, smell, taste, hearing, and vision—have important implications for marketers. Consumers often make inferences about the quality and performance of products on the basis of sensory cues. Product packaging can also be an important cue from which consumers can derive information and make evaluations about the performance of the product. This chapter also discusses non-conscious processing of environmental cues and how unconsciously perceived stimuli affect a variety of consumer behaviors. The research presented in this chapter on sensory cues and unconscious processes can help managers to develop effective sensory marketing strategies.

Browsing behaviour as a mediator: the impact of multi-sensory cues on purchasing

2019 ◽  
Vol 36 (2) ◽  
pp. 253-263 ◽  
Author(s):  
Miralem Helmefalk
Keyword(s):  
Design Methodology ◽  
Consumer Behaviour ◽  
Retail Store ◽  
Sensory Cues ◽  
Content Type ◽  
Sensory Marketing ◽  
Group Data ◽  
Subsequent Effect ◽  
The Impact ◽  
Empirical Contribution

PurposeThis paper aims to examine how multi-sensory cues, when store-congruent, influence consumer browsing behaviour and its subsequent effect on purchasing.Design/methodology/approachTwo studies were used with a field experimental design in a furnishing retail store to examine browsing behaviour and purchasing in a visual, auditory, olfactory and a multi-sensory treatment group. Data were gathered over 12 weeks. This study was a set of studies comprising my dissertation thesis (Helmefalk, 2017).FindingsFindings show that multi-sensory cues in a retail atmosphere are evidently influencing purchasing via browsing behaviour as a mediator.Originality/valueThe findings evidence browsing behaviour as a mediator and predictor for purchasing, which emphasizes its conceptual and empirical contribution in terms of modifying retail atmospheres. The work contributes to the field of retailing, sensory marketing and consumer behaviour, a novel view on the linkages between multi-sensory cues, browsing behaviour and purchasing.

scholarly journals An embodied approach to consumer experiences: the Hollister brandscape

2019 ◽  
Vol 53 (4) ◽  
pp. 806-828 ◽  
Author(s):  
Lorna Stevens ◽  
Pauline Maclaran ◽  
Stephen Brown
Keyword(s):  
Primary Source ◽  
The Body ◽  
Embodied Experience ◽  
Consumer Experience ◽  
Sensory Marketing ◽  
Holistic Understanding ◽  
Consumer Experiences ◽  
Embodied Experiences ◽  
On Line ◽  
Sensory Activation

Purpose This paper aims to use embodied theory to analyze consumer experience in a retail brandscape, Hollister Co. By taking a holistic, embodied approach, this study reveals how individual consumers interact with such retail environments in corporeal, instinctive and sensual ways. Design/methodology/approach The primary source of data was 97 subjective personal introspective accounts undertaken with the target age group for the store. These were supplemented with in-depth interviews with consumers, managers and employees of Hollister. Findings The authors offer a conceptualization of consumers’ embodied experience, which they term The Immersive Somascape Experience. This identifies four key touch points that evoke the Hollister store experience – each of which reveals how the body is affected by particular relational and material specificities. These are sensory activation, brand materialities, corporeal relationality and (dis)orientation. These may lead to consumer emplacement. Research limitations/implications The authors propose that taking an “intelligible embodiment” approach to consumer experiences in retail contexts provides a deeper, more holistic understanding of the embodied processes involved. They also suggest that more anthropological, body-grounded studies are needed for the unique insights they provide. Finally, they note that there is growing consumer demand for experiences, which, they argue, points to the need for more research from an embodied experience perspective in our field. Practical implications The study reveals the perils and pitfalls of adopting a sensory marketing perspective. It also offers insights into how the body leads in retail brandscapes, addressing a lack in such approaches in the current retailing literature and suggesting that embodied, experiential aspects of branding are increasingly pertinent in retailing in light of the continued growth of on-line shopping. Originality/value Overall, the study shows how an embodied approach challenges the dominance of mind and representation over body and materiality, suggesting an “intelligible embodiment” lens offers unique insights into consumers’ embodied experiences in retail environments.

What Can Gamification Learn From Sensory Marketing?

2020 ◽  
pp. 52-85
Author(s):  
Miralem Helmefalk
Keyword(s):  
Behavioral Outcomes ◽  
Interaction Effects ◽  
Causal Chain ◽  
Future Research ◽  
Sensory Marketing ◽  
Game Mechanics ◽  
Theoretical Perspectives ◽  
Similarities And Differences ◽  
Shed Light

While gamification research is multidisciplinary and has grown in popularity during the last decade, it still requires further evidence and direction on which and how much various game mechanics impact on cognitive, emotional, and behavioral outcomes in digital and physical servicescape contexts. To shed light on this problem, a novel perspective on sensory marketing and gamification was chosen. This chapter has discussed and analyzed the similarities and differences between sensory marketing and gamification, as well as what theoretical perspectives and practices gamification can borrow from sensory marketing. Six issues have surfaced that require more research on this matter: (1) The interaction effects, (2) Weight and impact, (3) Congruency, (4) Complexity, (5) (sub)Conscious/(non)visible elements, and (6) The causal chain. This chapter explains and discusses these issues and offers future research avenues.

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