Sensory marketing: η δύναμη των αισθήσεων στις πωλήσεις

Αγγαρίτη, Γεωργία

Master Thesis

Author

Αγγαρίτη, Γεωργία

Date

2021-10

Abstract

This paper is an academic study, on the controversial field of Sensory Marketing, and the way in which companies take advantage of all the available modern tools at their disposal to increase their competitive advantage. In order to have more accurate results, a case study was conducted, more specifically, with Nema Resorts Wear, a Greek clothing brand, and semi-structured interviews were conducted with the business owner. At the same time, a bibliographic review has been made, which covers all areas of sensory marketing, consumer behavior, but also neuroscience, so that the reader is fully aware of the subject and how to approach it. Finally, in order to have a more detailed look, quantitative research was carried out on a sample of 100 people, where through 10 closed-ended questions, answers were given regarding sensory marketing and whether it matters to consumers. According to the results of the qualitative study carried out, most Greek companies that are active in the field of fashion, have started to apply the marketing of the senses, but not to a great extent, as it is an approach that has not received much recognition and There is a big business research gap in this area. Nevertheless, many small businesses and new brands, which are active in a highly competitive space, have begun to experiment and leave their own mark with great success. The results of the quantitative study carried out, highlighted the need that exists in the modern market for greater application of sensory marketing, as most consumers, potentially, will give extra money to a store where the music and the environment are pleasant, will have an immediate contact with fabrics and there may be interaction between business and consumer.

Postgraduate Studies Programme

Οικονομική και Επιχειρησιακή Στρατηγική

Department

Σχολή Οικονομικών, Επιχειρηματικών και Διεθνών Σπουδών. Τμήμα Οικονομικής Επιστήμης

Number of pages

Language

Greek

URI

https://dione.lib.unipi.gr/xmlui/handle/unipi/13749
http://dx.doi.org/10.26267/unipi_dione/1172

Collections

Τμήμα Οικονομικής Επιστήμης

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Except where otherwise noted, this item's license is described as
Αναφορά Δημιουργού-Μη Εμπορική Χρήση-Όχι Παράγωγα Έργα 3.0 Ελλάδα