Loading...
The Power Of Sensory Marketing In Controlled Consumer Sales
Hamilton, Ariel Hamilton, Ariel
Hamilton, Ariel
Hamilton, Ariel
Citations
Altmetric:
Title
The Power Of Sensory Marketing In Controlled Consumer Sales
Date
2019-05-01
Subject
Material type
Files
Loading...
auto_convert.pdf
Adobe PDF, 682.64 KB
Abstract
Have you ever wondered why you are drawn to certain products over others? The use of our senses is something which cannot be controlled and is often taken for granted, yet sensory stimulation is what shapes both how we perceive the world around us and how we react to it. This thesis studies how visual, auditory, olfactory, and tactile appeal can be used in a point-of-purchase retail display to positively influence consumer perception of a product or company and push the consumer to make a purchase. By setting up two mock retail displays with contrasting sensory stimuli, the thesis determines 1. Whether appeal to one sense evokes a stronger response from the consumer than appeal to other senses and 2. Which characteristics, such as a particular color or product arrangement, have the greatest impact on increasing positive perception of the display and ultimately leads to more sales. By determining what consumers best respond to, businesses will be able to adopt more effective sensory practices which may increase their profit while consumers will enjoy a more comfortable shopping experience.
Duration
Location
Advisor
Sponsor
Course
Department
Business Administration
Degree
Bachelor of Science (BS)