THE FACTORS INFLUENCING SENSORY MARKETING IN NON-FOOD RETAIL

Kód výsledku v 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>

Výsledek na webu

<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>

Jazyk výsledku

angličtina

Název v původním jazyce

THE FACTORS INFLUENCING SENSORY MARKETING IN NON-FOOD RETAIL

Popis výsledku v původním jazyce

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.

Název v anglickém jazyce

THE FACTORS INFLUENCING SENSORY MARKETING IN NON-FOOD RETAIL

Popis výsledku anglicky

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.

Druh

D - Stať ve sborníku

CEP obor

—

OECD FORD obor

50204 - Business and management

Projekt

—

Návaznosti

V - Vyzkumna aktivita podporovana z jinych verejnych zdroju

Rok uplatnění

2019

Kód důvěrnosti údajů

S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

Název statě ve sborníku

DOKBAT 2019 - 15th International Bata Conference for Ph.D. Students and Young Researchers

ISBN

978-80-7454-893-2

ISSN

—

e-ISSN

—

Počet stran výsledku

9

Strana od-do

257-265

Název nakladatele

Fakulta managementu a ekonomiky, UTB ve Zlíně

Místo vydání

Zlín

Místo konání akce

Zlín

Datum konání akce

6. 11. 2019

Typ akce podle státní příslušnosti

EUR - Evropská akce

Kód UT WoS článku

—