Sensory Marketing

Sensory Marketing

1. The establishment managers are Have realized that the practice of marketing goes beyond The mere manipulation of variables such as price or advertising, And that consumer shopping experiences And the environment in which they live, can affect, and in fact Affect their buying behavior

   • Consumers Less time available and where the sale Online increasingly occupies a more important position

2. ATMOSPHERE OF THE ESTABLISHMENT AND DIMENSIONS

   • Many of these variables, extracted Of the academic field, have been used In the professional field. Although while Many managers have taken into account some Of these dimensions to generate Certain atmospheres in their establishments, The use they have made of They have been rather intuitive.

3. Visual

   • Color, brightness, size, shape

4. Auditory

   • Volumen, tono

5. Olfactory

   • Aroma, frescura

6. Tactile

   • Softness, softness, temperature

7. theoretical model

   • The main theoretical model developed On the perception of stimuli by Part of the consumer. The claim of This model is, on the one hand, shed light About the way human beings interpret The sensory stimuli and, for Other, understand and measure their reactions.
     • Stimulus: defined in the classical model As that which affects the internal states Of the individual and in the process Of consumer decision

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