Rola marketingu sensorycznego w kreowaniu zachowań konsumentów

Wiesław Ciechomski

Abstract

The article is devoted to the role of sensory marketing and its impact on customer behaviour. The author described the opportunities to influence the purchasing decisions of customers through marketing activities that influence human senses such as taste, sight, touch, hearing and smell. The sensory marketing focus on how sensory inputs can influence the customer experiences. Its goal is to deliver customers satisfaction and pleasure. In comparison to the traditional forms of promotion such as advertising, sponsorship and public relations the role of sensory marketing is systematically increasing. It is highly possible that in the future marketing actions will become even more sophisticated and will affect the customers' subconscious.
Author Wiesław Ciechomski (WZ / KHiM)
Wiesław Ciechomski,,
- Department of Trade and Marketing
Other language title versionsImpact of Sensory Marketing on Consumer Purchase
Journal seriesPrzedsiębiorczość i Zarządzanie, ISSN 1733-2486, (B 14 pkt)
Issue year2016
VolXVII
No4, cz. 3
Pages73-86
Publication size in sheets0.65
Keywords in Polishmarketing sensoryczny, merchandising
Keywords in Englishmerchandising, sensory marketing
URL http://piz.san.edu.pl/docs/e-XVII-4-3.pdf
Languagepl polski
Score (nominal)14
Score sourcejournalList
ScoreMinisterial score = 14.0, 20-12-2019, ArticleFromJournal
Ministerial score (2013-2016) = 14.0, 20-12-2019, ArticleFromJournal
Citation count*
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Tytuł numeruNowe trendy w zarządzaniu - perspektywa marketingowa i personalna
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