THE FACTORS INFLUENCING SENSORY MARKETING IN NON-FOOD RETAIL

Result code in IS VaVaI
<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F70883521%3A28120%2F19%3A63524376" target="_blank" >RIV/70883521:28120/19:63524376 - isvavai.cz</a>
Result on the web
<a href="http://dx.doi.org/10.7441/dokbat.2019.025" target="_blank" >http://dx.doi.org/10.7441/dokbat.2019.025</a>
DOI - Digital Object Identifier
<a href="http://dx.doi.org/10.7441/dokbat.2019.025" target="_blank" >10.7441/dokbat.2019.025</a>

Result language
angličtina
Original language name
THE FACTORS INFLUENCING SENSORY MARKETING IN NON-FOOD RETAIL
Original language description
At present, sensory marketing is mainly used in food retailing, where sellers are trying to influence all the senses. In non-food retailing sellers are concentrating on music (hearing), and on store’s appearance (sight). Because competition is still growing, it is important to learn how to differentiate from competitors in areas than just in prices, services and advertisement. It is important to focus on making the customer feel comfortable in the shop. For this we use in- store communication, when one of the tools is sensory marketing, which is focusing on five human senses – taste, touch, smell, hearing, sight. Main goal of paper is to describe literature review from available literary sources, find gaps in literature review and outline a future research of sensory marketing in non-food retail. First part is focusing on sensory marketing and it’s using in non-food retailing. Next part of work is dealing with senses, how they work without using another sense. Every sense is analysed, what is for specific sense pleasing and what is not pleasing. How some incentives act on sense etc. In the last chapter will be presented research questions, limitation and graphically outlined steps of research.
Czech name
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Czech description
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Publication year
2019
Confidentiality
S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

Article name in the collection
DOKBAT 2019 - 15th International Bata Conference for Ph.D. Students and Young Researchers
ISBN
978-80-7454-893-2
ISSN
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e-ISSN
—
Number of pages
9
Pages from-to
257-265
Publisher name
Fakulta managementu a ekonomiky, UTB ve Zlíně
Place of publication
Zlín
Event location
Zlín
Event date
Nov 6, 2019
Type of event by nationality
EUR - Evropská akce
UT code for WoS article
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