Sensory Marketing According to Shopping Centre Customers

Abstract

Sensory marketing is one of the forms of marketing communication and a method of customer attachment to the brand. It is based on influencing the customer's senses, which is supposed to affect their sensory experience and, as a result, positive recollection of the product's brand. The aim of the study was to find out the opinions of shopping mall customers on sensory marketing activities. Two studies were conducted: a survey and an observation study. Both surveys involved young people: customers of shopping malls. It has been shown that young customers are knowledgeable about sensory marketing but often do not notice how it works at purchasing points. The respondents concluded that, in such a situation, sensory stimuli influence the choice of product, but not necessarily people's attachment to the brand. The stimuli used in audio and aroma marketing have a positive impact on customers but sometimes they are also perceived negatively. The research shows that you need to monitor your target customer groups and adjust sensory stimuli to their tastes. It may be used by organisations for product management and marketing planning purposes.