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The role of the sensory marketing and its four main senses in attracting and keeping customers
Halmstad University, School of Business and Engineering (SET).
Halmstad University, School of Business and Engineering (SET).
2012 (English)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

Purpose: The purpose is to outline and discuss how company, by using the sensory marketing and the four main senses (sight, touch, smell and sound), attract and retain new customers.Theoretical framework: First, we set out basic information we gathered about the Sensory marketing. Then, each human sense (except for the taste) is described about its characteristics and its role in the buying process. We explain also how companies can use them to attract and keep customers.Method: In this part, we explain which qualitative research method we used. We set out the secondary data we collected from the databases of our university and the primary data collected through the two focus groups we organized.Conclusion: In the conclusion, we expose the answer to our research question. This research will allow companies to understand the benefits of sensory marketing and how it must be used to attract and retain new customers. Finally we will bring up possible future research to know more about the additional effects the sensory marketing may produce.

Place, publisher, year, edition, pages
2012. , 74 p.
Series
Halmstad University Dissertations
Keyword [en]
Sensory Marketing, Marketing, Sound, Sight, Touch, Smell, Abercrombie & Fitch, Consumer behavior
National Category
Economics and Business
Identifiers
URN: urn:nbn:se:hh:diva-18201OAI: oai:DiVA.org:hh-18201DiVA: diva2:536548
Presentation
2012-05-14, 11:43 (English)
Uppsok
Social and Behavioural Science, Law
Supervisors
Examiners
Available from: 2012-06-25 Created: 2012-06-22 Last updated: 2012-06-25Bibliographically approved

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Citation style
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf