Perception of marketing communication in a store using sensory marketing

Abstract

Communication through sensory marketing appeals to consumers’ emotions and utilizes their life experiences, which encompass sensory, cognitive, behavioral, and emotional aspects. The aim of the study was to examine the attributes of sensory marketing from the perspective of how they are perceived by store customers. Data collection was carried out through a questionnaire method. The questionnaire was oriented toward four senses (Visual, Acoustic, Haptic, Olfactory). Survey revealed that the majority of respondents agree with statements concerning the influence of sensory marketing on consumer behavior. Within the hypothesis, we assumed that there are statistically significant differences in the perception of sensory marketing attributes based on the gender of the respondents. Based on the analyses presented, it can be concluded that the original assumption of the hypothesis was confirmed in all four studied sensory attributes. In all relevant items, women tended to agree with the statements more. The qualities observed in the environment subsequently influence how a customer forms a mental image of that environment. The mental image of the environment, along with the emotional state, influences the customer’s decision to purchase a service or product.