|
| Título : |
How is the enhancement of senses used to provoke purchases in the supermarket industry? : A neuromarketing approach |
| Tipo de documento: |
documento electrónico |
| Autores: |
Mariola Feldmann Palacín, Autor ; Alesia-Elizabeth Slocum Nuckols, Director de tesi |
| Fecha de publicación: |
2022 |
| Número de páginas: |
54 p. |
| Nota general: |
Grado en Administración y Dirección de Empresas |
| Idioma : |
Inglés (eng) |
| Materias: |
Comportamiento del consumidor
Psicología social
Supermercados
|
| Palabras clave: |
Sensory marketing, neuromarketing, retailers, point of sale, senses, and evolution. |
| Clasificación: |
658.89 Compradores como objeto de la promoción de ventas. Clientes potenciales. Comportamiento del consumidor |
| Resumen: |
By defining and executing a neuromarketing strategy, this article will attempt to discover answers to the reasoning behind many of the decisions we make as customers. Neuromarketing is a relatively new subject that is flowering and has a difficult-to-predict anticipated growth rate, although it appears to be increasing fast. It looks at how the human body reacts to external stimuli. The goal is to provide a sensory experience that strengthens user bonds by involving, to varying degrees, both the cognitive and emotional parts of the brain. The unconscious component of this strategy permits spontaneous decision-making and action based on prior experiences. (2019, Jimenez Marin) This study is divided into two sections: a literature review and a case study of two stores as examples. To better comprehend visual, olfactory, auditory, tactile, and gustatory marketing, the five sensory marketing categories have been examined from both a theoretical and practical standpoint. As the Author of this TFG, I then physically visited each of the two establishments investigated here while instances to experience, photograph, and analyze the various forms of sensory marketing, focusing on how these types of approaches used at points of sale could effect customers as they buy. This research, which included a literature review and a supermarket analysis, enabled me to learn all about what consumers believe and how they are influenced by the sensory marketing strategies employed by El Corte Ingles and BM shops, as well as to determine if they were aware of them. The outcomes have been to acquire enough knowledge from the two parts of the study stated above to develop conclusions about how El Corte Ingles and BM's sensory marketing tactics affect customers. |
| Link: |
https://biblioteca.cunef.edu/gestion/catalogo/index.php?lvl=notice_display&id=49791 |
How is the enhancement of senses used to provoke purchases in the supermarket industry? : A neuromarketing approach [documento electrónico] / Mariola Feldmann Palacín, Autor ; Alesia-Elizabeth Slocum Nuckols, Director de tesi . - 2022 . - 54 p. Grado en Administración y Dirección de Empresas Idioma : Inglés ( eng)
| Materias: |
Comportamiento del consumidor
Psicología social
Supermercados
|
| Palabras clave: |
Sensory marketing, neuromarketing, retailers, point of sale, senses, and evolution. |
| Clasificación: |
658.89 Compradores como objeto de la promoción de ventas. Clientes potenciales. Comportamiento del consumidor |
| Resumen: |
By defining and executing a neuromarketing strategy, this article will attempt to discover answers to the reasoning behind many of the decisions we make as customers. Neuromarketing is a relatively new subject that is flowering and has a difficult-to-predict anticipated growth rate, although it appears to be increasing fast. It looks at how the human body reacts to external stimuli. The goal is to provide a sensory experience that strengthens user bonds by involving, to varying degrees, both the cognitive and emotional parts of the brain. The unconscious component of this strategy permits spontaneous decision-making and action based on prior experiences. (2019, Jimenez Marin) This study is divided into two sections: a literature review and a case study of two stores as examples. To better comprehend visual, olfactory, auditory, tactile, and gustatory marketing, the five sensory marketing categories have been examined from both a theoretical and practical standpoint. As the Author of this TFG, I then physically visited each of the two establishments investigated here while instances to experience, photograph, and analyze the various forms of sensory marketing, focusing on how these types of approaches used at points of sale could effect customers as they buy. This research, which included a literature review and a supermarket analysis, enabled me to learn all about what consumers believe and how they are influenced by the sensory marketing strategies employed by El Corte Ingles and BM shops, as well as to determine if they were aware of them. The outcomes have been to acquire enough knowledge from the two parts of the study stated above to develop conclusions about how El Corte Ingles and BM's sensory marketing tactics affect customers. |
| Link: |
https://biblioteca.cunef.edu/gestion/catalogo/index.php?lvl=notice_display&id=49791 |
|
Refinar búsquedaHow is the enhancement of senses used to provoke purchases in the supermarket industry? / Mariola Feldmann Palacín (2022)
