SENSORY MARKETING IN NON-FOOD RETAIL: OPINION OF CUSTOMERS TO SENSORY STIMULI IN STORE

Kód výsledku v 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>

Výsledek na webu

<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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Jazyk výsledku

angličtina

Název v původním jazyce

SENSORY MARKETING IN NON-FOOD RETAIL: OPINION OF CUSTOMERS TO SENSORY STIMULI IN STORE

Popis výsledku v původním jazyce

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.

Název v anglickém jazyce

SENSORY MARKETING IN NON-FOOD RETAIL: OPINION OF CUSTOMERS TO SENSORY STIMULI IN STORE

Popis výsledku anglicky

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.

Druh

D - Stať ve sborníku

CEP obor

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OECD FORD obor

50204 - Business and management

Projekt

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Návaznosti

S - Specificky vyzkum na vysokych skolach

Rok uplatnění

2021

Kód důvěrnosti údajů

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

Název statě ve sborníku

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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Počet stran výsledku

8

Strana od-do

100-108

Název nakladatele

Magnanimitas

Místo vydání

Hradec Králové

Místo konání akce

Hradec Králové

Datum konání akce

22. 12. 2021

Typ akce podle státní příslušnosti

EUR - Evropská akce

Kód UT WoS článku

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