SENSORY MARKETING IN NON-FOOD RETAIL: OPINION OF CUSTOMERS TO SENSORY STIMULI IN STORE
The result's identifiers
Result code in IS VaVaI
<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F70883521%3A28120%2F21%3A63536178" target="_blank" >RIV/70883521:28120/21:63536178 - isvavai.cz</a>
Result on the web
<a href="https://www.vedeckekonference.cz/library/proceedings/mmk_2021.pdf" target="_blank" >https://www.vedeckekonference.cz/library/proceedings/mmk_2021.pdf</a>
DOI - Digital Object Identifier
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Alternative languages
Result language
angličtina
Original language name
SENSORY MARKETING IN NON-FOOD RETAIL: OPINION OF CUSTOMERS TO SENSORY STIMULI IN STORE
Original language description
In present is very important to differentiate from competitors. For retails there are other option how to differentiate except price and range of goods. These retails can be differentiated by using sensory marketing. Sensory marketing is for affecting on customer’s senses and trying to persuade him to make a purchase. This paper is focusing on opinion of customers to sensory stimuli in store by doing focus group with 7 participants. These participants were answering and discussing different questions about tools which can affect their senses in retails with non-food range of goods. Research was divided into 5 parts (every sense has different part). From results can be said that sensory marketing can influence customer in positive and negative way, so marketeers need to use right tools.
Czech name
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Czech description
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Classification
Type
D - Article in proceedings
CEP classification
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OECD FORD branch
50204 - Business and management
Result continuities
Project
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Continuities
S - Specificky vyzkum na vysokych skolach
Others
Publication year
2021
Confidentiality
S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů
Data specific for result type
Article name in the collection
Recenzovaný sborník příspěvků mezinárodní vědecké konference MMK 2021 Mezinárodní Masarykova konference pro doktorandy a mladé vědecké pracovníky
ISBN
978-80-87952-35-1
ISSN
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e-ISSN
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Number of pages
8
Pages from-to
100-108
Publisher name
Magnanimitas
Place of publication
Hradec Králové
Event location
Hradec Králové
Event date
Dec 22, 2021
Type of event by nationality
EUR - Evropská akce
UT code for WoS article
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