| Title |
The impact of the sensory marketing on the consumer internal response / |
| Translation of Title |
Juslių marketingo įtaka vartotojo vidiniam atsakui. |
| Authors |
Le Ny, Jeremy Jean-Francois Daniel |
| Full Text |
|
| Pages |
94 |
| Keywords [eng] |
sensory marketing ; atmosphere at the point of sale ; consumer internal response ; emotional reactions ; cognitive reactions |
| Abstract [eng] |
In this Master's Thesis was discussed how the sensory marketing process is used to generate a new and unique experience for the customer by influencing his internal response. The main aim of this work was to explore how sensory marketing through the atmosphere (of the point of sale) impacts on the internal consumer response both theoretical and empirical levels. Our conducted theoretical analysis showed that the atmosphere of the point of sale is composed of visual, olfactory and auditory factors which stimulate the sensations and the perceptions of the customer and impact his internal response. To verify the theoretical studies in this field, it has been conducted an empirical research, based on the composed theoretical framework of this master's thesis. This empirical research was done using a questionnaire survey (quantitative research method) collecting the answers of international students in Lithuania who could evaluate the atmosphere of the restaurants. |
| Dissertation Institution |
Kauno technologijos universitetas. |
| Type |
Master thesis |
| Language |
English |
| Publication date |
2016 |
