| Title |
The influence of sensory marketing: a study of atmospheric factors and consumer response / |
| Authors |
Šliburytė, Laimona ; Le, Ny Jeremy Jean-Francois Daniel |
| DOI |
10.3846/cbme.2017.109 |
| ISBN |
9786094760129 |
| Full Text |
|
| Is Part of |
Contemporary issues in business, management and education’2017: 5th international scientific conference, 11-12 May, 2017, Vilnius, Lithuania: conference proceedings.. Vilnius : Technika, 2017. p. 257-263.. ISSN 2029-7963. ISBN 9786094760129 |
| Keywords [eng] |
sensory marketing ; atmosphere at the point of sale ; atmospheric factors ; consumer response ; cognitive response ; emotional response |
| Abstract [eng] |
This paper focuses on the sensory marketing that wants to be a marketing tool which influences the mood and consumer behavior. The consumer is not looking only for buying a product or a service alone, but he is seeking an emotional and unique experience around what he buys. In line with previous studies, our survey study reveals how consumers evaluated the atmosphere of restaurants through the cognitive and emotional reactions. A synergy makes the internal response (cognitive and/or emotional) of the customer-facing the stimuli of the atmosphere, superposition of the five senses (hears, sight, taste, touch, smell). According to our survey results, this research highlights the importance of recognizing that the stimuli of the atmosphere of the point of sales influence directly the emotional (feel more pleasure) and cognitive (perceive a better quality) responses of the customer through the experience of the sensory marketing. |
| Published |
Vilnius : Technika, 2017 |
| Type |
Conference paper |
| Language |
English |
| Publication date |
2017 |
| CC license |
|
