Język Polski
English
Published
:
2019-12-30
Sensory Marketing as a Factor Influencing Decisions Made by Customers Shopping for Food Products
Marcelina Lenart
Abstract
Sensory marketing, which activates the senses of sight, smell, hearing, touch and taste, is becoming one of the most popular techniques applied by famous brands and companies all around the world. The right choice of a sensory strategy can influence customer behavior and is an effective way of winning the attention and trust of customers. 5D marketing is the most effective when all five senses are involved. The aim of the study presented in the article was to describe and analyze the impact of sensory marketing on purchasing decisions made by customers shopping for food products. (original abstract)Keywords:
Sensory marketing, Consumer decision, Purchase preferences, Questionnaire survey, Research resultsDetails
References
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Authors
Citation rules
Lenart, M. (2019). Sensory Marketing as a Factor Influencing Decisions Made by Customers Shopping for Food Products. The WSB University in Poznan Graduate Research Journal, 19(19), 81–102. https://doi.org/10.26349/dnswsb.0019.05
