Sensory marketing from the consumers point of view | |
| Author | Ramone, Mireille |
| Call Number | AIT RSPR no.SM-04-42 |
| Subject(s) | Detectors--Marketing Sensory receptors |
| Note | A research study submitted in partial fulfillment of the requirements for the degree of Master of Business Administration. School of Management |
| Publisher | Asian Institute of Technology |
| Series Statement | Research studies project report ;|vno. SM-04-42 |
| Abstract | Sensory marketing has been used since the 50's but theories about this tool have appeared only for a few years. The tools to stimulate the five senses at the point of sale are more and more sophisticated and technology allows creating more and better-imitated stimuli. Research still has to be conducted about the concrete efficiency of sensory marketing but before investigating more about how to use sens01y marketing, we need to study and analyze which consequences sensory marketing really have on consumers. In order to answer this question, I examine in this study the opinions of various stakeholders of senso1y marketing: academic thinkers, professionals of sensory marketing, and consumers themselves. The two first categories of thinkers give their opinions through dialogue via e-mail and telephone and 115 consumers are questioned through questionnaires sent by e-mail. The results show that benefits and negative aspects are identified by both consumers and professionals whereas other points remain divergent. Consumers do not understand or believe all the benefits they can get through sensory marketing. They also would like to be protected from some drawbacks. Some of the identified problems could be improved through info1mation and more transparency, but solutions to other problems have to be found in the use of sensory marketing by professionals. |
| Year | 2004 |
| Corresponding Series Added Entry | Asian Institute of Technology. Research studies project report ; no. SM-04-42 |
| Type | Research Study Project Report (RSPR) |
| School | School of Management (SOM) |
| Department | Other Field of Studies (No Department) |
| Academic Program/FoS | Master of Business Administration (MBA) (Publication code=SM) |
| Chairperson(s) | Dimit, Nicolas J. |
| Examination Committee(s) | Zimmermann, Willi ;Swierczek, Fredric W. |
| Degree | Research Studies Project Report (M. Sc.) - Asian Institute of Technology, 2004 |