Journal of Administrative Sciences and Policy Studies

Sensory Marketing
Anıl Değermen Erenkol, Merve AK

Abstract
In a globalizing world, increasingly competitive environment impels the companies to search for different marketing methods beside the traditional ones. Sensory marketing which is one of the comprising methods is; a marketing technique that aims to seduce the consumer by using his senses to influence his feelings and behavior. In sensory marketing, with various stimuli that are sent to five senses, consumer's emotional and behavioral orientations are studied to be affected. In this study, the role of senses in consumer perception, the relationship between senses and marketing are discussed, followed by sensory marketing practices of companies and how consumers are affected from these practices and their responses are analyzed. In order to see the responses of consumers to sensory marketing practices, according to the research conducted on restaurants in service industry, it is observed that sound, taste and tactile are the most effective senses in purchasing decision.

Full Text: PDF     DOI: 10.15640/jasps.v3n1a1