THE ANALYSIS OF SENSORY MARKETING ITEMS IN SUPERMARKETS AND HYPERMARKETS
SÜPERMARKET-HİPERMARKETLERDE KULLANILAN DUYUSAL PAZARLAMA ÖĞELERİNİN ANALİZİ

Author : Hüseyin GÜVEN
Number of pages : 322-340

Abstract

To increase of competition, today’s supermarkets and hypermarkets not only to meet the the consumers but also to to get help from various disciplines to show their differences and make a differences from the competition. In this era, the effects of developing technology and the impact of globalization . In this age competitive advantage is necessary to create and capture the difference and also to make a difference, the progress of businesses through sensory items is a critical differentiating criterion. Influencing consumers' decisions and attracting the consumer brand are among the main objectives of the companies. While the consumers give their purchasing decisions, they also brings in their senses as well as the mind. The importance of sensory marketing appealing to the five senses is increasing day by day. In the current literature, researchers agree that stimulus senses are effective on consumer buying behavior, brand and product perception. In this study; the analysis of the sensory marketing items used in supermarkets and hypermarkets (sight, hearing, smell, touch and taste) was done.

Keywords

Sensory Marketing, Five Sense, Supermarket and Hypermarkets

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