Dissertations / Theses: 'Marketing sensoriel'

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Petit, Michaël. "La sensorialité de marque : conceptualisation et relation avec la personnalité de marque." Thesis, Toulouse 1, 2016. http://www.theses.fr/2016TOU10020.

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L’objectif d’une offre commerciale est d’être représentatif au mieux de sa population cible. Au cœur d’un même projet, les centres d’intérêts divergent au sein des ingénieries de marketing, design, finance, recherche et développement. Chacun cherche à partager ses besoins en justifiant ses choix par un argumentaire objectif et intelligible par tous. Ce travail développe une méthodologie expérientielle permettant de capter les perceptions sensorielles vécues par les individus. L’approche positionne les attributs sensoriels au niveau de la marque et étudie leurs interactions avec la personnalité. Cet apport à destination des marketers complète les outils des designers sans les remplacer, uniquement en précisant les traits sensoriels à privilégier d’un point de vue des consommateurs. Ce langage commun permet d’encadrer la création d’une valeur ajoutée par la sensorialité de marque. Au final, cette dynamique incarnée par les sens permet de réduire le risque de dissonance entre l’offre voulue par l’entreprise et celle perçue par son utilisateur
A commercial offering aims to fit at best its target population. The core interests of the same project differ according to marketing, design, finance, research and development engineering perspective. Each one of these fields seeks to share its needs justifying the choices through an objective pitch understandable by all. The present research work develops an experiential methodology enabling to capture the sensory perceptions experienced by people. This approach positions the sensory attributes at the level of the brand and studying their interactions with personality. This contribution targeting marketers completes the designers’ tools without substituting them, but by simply precising the sensory traits to be privileged from a consumer perspective. Thanks to this common language, managing the creation of an added value through brand sensoriality is thus attained. Finally, this senses embodied dynamic reduces the risk of dissonance between the supply intended by the company and the one perceived by its end user

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Lacoste-Badie, Sophie. "La présentation du packaging dans les annonces télévisées : étude des réponses mémorielles et attitudinales des consommateurs." Rennes 1, 2009. http://www.theses.fr/2009REN1G011.

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Cette recherche a pour objectifs d’observer la place occupée par le visuel du packaging dans les annonces télévisées et de comprendre et d’expliquer l’influence des différentes formes de présentation du packaging sur les réponses mémorielles et attitudinales des consommateurs. Une étude exploratoire, fondée sur une analyse de contenu visuel de 800 annonces télévisées (1991-2008), montre une grande diversité des pratiques en matière de présentation du packaging. Afin d’éprouver nos hypothèses, nous avons conçu un protocole expérimental. La première expérimentation permet de tester l’influence de la « proéminence du packaging ». Elle repose sur la manipulation de deux variables au moyen d’un plan factoriel complet : la durée de présentation (2 sec. / 3 sec. / 5 sec. / 7 sec. ) et le moment de présentation (début / fin / début-fin / début-milieu-fin). La seconde expérimentation permet de tester l’influence de « l’intégration du packaging » et repose sur la manipulation binaire d’une seule variable : le packaging en contact avec le personnage (prise en main / pas de prise en main). Les résultats obtenus montrent que la proéminence et l’intégration du packaging améliorent le rappel et la reconnaissance de la catégorie de produits, de la marque, du packaging ainsi que l’attitude envers l’annonce. La prise en compte de ces deux dimensions permet alors la conception d’annonces plus efficaces. Les résultats indiquent également l’insuffisance de la mesure classique de la reconnaissance, fondée sur une liste de marques, pour rendre compte du niveau réel de mémorisation. Une mesure de reconnaissance visuelle du packaging s’avère complémentaire
His research aims to observe the place of packaging in commercials and to understand and to explain the influence of different forms of visual presentation for packaging on consumers' memorial and attitudinal responses. An exploratory study, based on visual content analysis of 800 commercials (1991-2008) shows a great diversity of practice in packaging’s visual presentation. To test our hypotheses, we designed an experimental protocol. The first experiment allows us to test the influence of the “packaging prominence”. It is based on the manipulation of two variables using a full factorial design: duration (2 sec. / 3 sec. / 5 sec. / 7 sec. ) and time of presentation (beginning / end / beginning-end / beginning-middle-end). The second experiment makes it possible for us to test the influence of “packaging integration”. We manipulated the physical contact between the actor and packaging (packaging in hand / packaging on a table). Our results show that the packaging prominence and integration improve recall and recognition of the product category, brand, packaging and also attitude toward the ad. Taking into account these two dimensions can help design more effective commercials. The results also indicate the inadequacy of the conventional measure of recognition, based on a list of brands, to reflect the actual level of memory. A measure of packaging recognition is complementary

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Fathallah, Mohamed Oussama. "Réponses des consommateurs à une annonce évocatrice de l'odeur d'un produit : examen du rôle médiateur de l'imagerie et modérateur de caractéristiques individuelles." Grenoble, 2010. http://www.theses.fr/2010GRENG001.

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Cette thèse s'intéresse à l'évocation de l'odeur d'un produit dans la publicité, un thème abordé timidement par les spécialistes du marketing olfactif qui se sont consacrés à l'examen de l'influence d'une odeur concrète sur les réponses du consommateur. Pourtant l'on constate dans la pratique que les publicités font de plus en plus appel à la représentation de l'olfactif suite à la prise de conscience de l'importance de l'odeur pour un consommateur polysensoriel à la recherche de stimulations émotionnelles et sensorielles. Un cadre conceptuel de la communication olfactive par la seule sollicitation de la vue est donc proposé dans le but d'expliquer l'efficacité d'une annonce évocatrice de l'odeur d'un produit par les images mentales qu'elle suscite dans l'esprit du lecteur
This thesis deals with the evocation of the smell of a product in advertising, an issue hardly treated by the specialists of the olfactive marketing who dedicated themselves on examining the influence of a real smell on the consumer's response. Nevertheless we notice, actually, that advertisements use more and more representations of the olfactive, further to the awareness of the importance of the smell for a polysensoriel consumer in search of emotional and sensory stimulations. An abstract frame of the olfactive communication by the only sollicitation of the sight is then proposed with the aim of explaining the efficiency of an announcement suggestive of the smell of a product by the mental images it arouses in the reader's mind

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Ricci-Valette-Florence, Rita. "Personnalité de la Marque et Emotions : Conceptualisation, Mesure et Test d'un Modèle Intégrateur de la Relation à la Marque de Presse." Aix-Marseille 3, 2010. http://www.theses.fr/2010AIX32033.

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Cette thèse propose un modèle intégrateur de relation à la Marque de Presse (MP), avec la personnalité de la marque et les émotions ressenties, comme antécédents de trois variables relationnelles à la marque, la confiance, l'attachement et l'engagement. Quatre apports principaux découlent de ce modèle intégrateur de la MP: Une route évaluative, trouvant sa source dans la personnalité de la marque, cette dernière influençant respectivement la confiance et l'engagement cognitif; Les émotions comme ancrage d'une route affective et leur incidence sur l'attachement et l'engagement affectif; Trois échelles de mesure ont été construites. La première est spécifique à la personnalité des MP. La seconde est propre à la mesure de la personnalité des MP et des autres marques qui pourraient s'associer à la MP. Enfin, la troisième concerne les émotions ressenties lors de la lecture d'une MP ou de la consommation d'une autre marque; Trois construits formatifs relationnels découlent de ce modèle intégrateur, la réponse affective, la réponse évaluative et le capital relationnel à la marque (CRMa). Le premier indice est construit avec l'attachement et l'engagement affectif, tandis que le deuxième émane de la confiance et de l'engagement cognitif. Tous deux donnent naissance à un indice de la relation à la marque, le CRMa. Les résultats soulignent que, sur l'ensemble des test, la part du cognitif est toujours plus forte que la part de l'affectif. Par ailleurs, ils valident l'existence d'un CRMa permettant de mesure, dans l'esprit du consommateur, l'association de deux marques conduisant à l'obtention d'une matrice d'intensité relationnelle (MIR)/
This doctoral dissertation proposes an integrative model of the relationship to press title brands with brand personality and felt emotions as antecedents of three relational variables, trust, attachment and commitment. Four contributions arise from this integrative model: An evaluation route, stemming from brand personality, witch in turn, respectively influences trust and cognitive commitment; Felt emotions as anchors of an affective route and their incidence on attachment and affective commitment; Three measurement scales have been proposed. The firs one is specific to the personality of press title brands. The second one is related to the personality of press title brands and others brands. Finally, the third scale concerns felt emotions while reading a press title or consuming an other brand; Three relational formative constructs come out from this integrative model, namely an affective response, an evaluative one and a brand relationship equity index (BRE). The first construct stems from attachment and affective commitment whereas the second one comes out from trust and cognitive commitment. Both give rise to an overall index of brand relationship, namely the BRE. All in all, results show that the cognitive part is always stronger than the affective one. In addition, they validate the existence of a BRE index allowing to measure, in the consumer's spirit, the fit between two brands that leads to the building up of a relational intensity matrix (RIM)

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Salvador-Perignon, Marielle. "Mode de fabrication, marque et goût perçu du produit alimentaire : une analyse par les représentations mentales et la congruence." Dijon, 2009. http://www.theses.fr/2009DIJOE004.

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Les études sur le goût en sciences de gestion restent encore assez marginales, alors même qu’une meilleure compréhension de ses mécanismes suscitent de nombreuses portées managériales. Certaines marques industrielles réussissant sur le marché en tenant des discours artisanaux, la problématique de cette recherche est axée sur l’influence de la congruence perçue entre le discours sur le mode de fabrication et la marque sur le goût perçu par les individus. Deux corps d’hypothèses ont été émis : le premier concerne l’influence du la congruence perçue, du capital de marque et des représentations mentales sur le goût perçu ; le second étudie l’influence de variables modératrices sur la relation congruence perçue- goût perçu. Le concept des représentations mentales nous a permis de préciser la signification que recouvrent les termes de fabrication industrielle et artisanale, avant de créer une échelle de mesure à travers la procédure C-OAR-SE proposée par Rossiter en l’intégrant dans une démarche plus traditionnelle. Un processus expérimental a permis de recueillir des évaluations gustatives en situation aveugle, et en situation complète en présence de la marque. Les résultats confirment le rôle de la marque dans le processus perceptuel relatif au goût d’un produit. Nous vérifions la théorie de Mandler sur l’incongruence modérée du discours. L’effet direct du capital de marque de la marque mère sur le capital de marque du produit en extension est également révélé. D’un point de vue managérial, nos travaux soulignent l’intérêt que peut constituer la caractéristique artisanale pour les marques nouvelles, mais également l’avantage qu’ont les marques au capital déjà élevé. Les limites de ce travail tiennent à sa validité externe. De plus, notre modèle ne tient pas compte des variables individuelles ni des antécédents de la congruence perçue. Les voies de recherche concernent principalement l’étude de l’influence d’autres stimuli épistémiques susceptibles d’influencer le goût
The studies on the taste in sciences of management remain still marginal, but a better understanding of its mechanisms involve interest for companies. Some industrial brands succeeding on the market with home-made advertising, we study the influence of the perceived congruity by the consumers between this advertising and the brand on the taste perceived. Ours hypotheses concern the influence of the perceived congruity, direct impact of the brand equity and the mental representations on the taste perceived; and the influence of moderating variables. The concept of the mental representations specify the meaning which recover the terms of industrial and home-made production, before creating a scale of measure through the procedure C-OAR-SE proposed by Rossiter by integrating it into a traditional approach initiative. By an experimental process we collect gustative evaluations in blind situation, and in complete situation with brand. We confirm its role in the perceptuel process concerning the taste of a product. We examine the moderate incongruence of Mandler’s theory. The direct effect of the brand equity is also revealed. Our works underline the interest that constitute home-made characteristic for the new brands. The limits of this work hold its external validity. Furthermore, our model does not integrate individual variables. The ways of research concern mainly the study of the influence of other stimuli could have an impact on the taste

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Zoghaib, Alice. "L’influence de la musique de marque sur les déterminants du capital-marque : une approche par le symbolisme musical." Paris 9, 2012. https://portail.bu.dauphine.fr/fileviewer/index.php?doc=2012PA090030.

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Traditionnellement utilisée pour ses impacts positifs sur l’attitude envers la publicité et la marque, la musique a pour rôle croissant de représenter le concept de marque et d’influencer sa reconnaissance et son image. Toutefois, peu de recherches portent sur la musique en tant qu’antécédent de ces deux déterminants du capital-marque. Notre recherche tente de pallier ce manque en introduisant le concept de symbolisme musical. Celui-ci détermine les associations produites par la musique selon la revue de littérature en musicologie complétée par des avis d’experts. Les résultats de l’analyse sensorielle de 170 musiques et de deux expérimentations montrent qu’il existe huit formes de symbolisme musical, produisant chacune un thème d’associations à la marque stable au sein d’une même culture. Dans le cas d’une marque existante, une incongruence modérée entre symbolisme musical et associations à la marque apporte de nouvelles significations et améliore l’attitude envers la marque. Cette recherche montre ainsi l’importance conceptuelle et managériale de la musique de marque et de son symbolisme, et leur contribution à la construction du capital-marque
Traditionally applied for its positive impacts on attitudes towards the ad and the brand, music has been increasingly used to represent brand concept and, to influence brand recognition and brand image. However, few researches focus on music as an antecedent of these two brand-equity determinants. To fill this gap, our research introduces the concept of music symbolism. According to the literature in musicology and expert interviews, music symbolism determines the type of brand associations produced by music. Results of a sensory analysis on more than 170 music titles and of two experiments prove the existence of eight music symbolism forms. Each music symbolism form produces a brand association theme, stable within the same culture. For an existing brand, a moderate incongruity between music symbolism and brand associations leads to new brand meanings and to a maximized brand attitude. This research underlines the conceptual and managerial importance of brand music and its symbolism, as well as their contribution to brand-equity construction

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Ardelet, Massieu Caroline. "Les parfums plaisants rendent-ils toujours les lieux et les produits plus attractifs? : Le rôle de l'imagerie mentale." Paris 9, 2011. https://portail.bu.dauphine.fr/fileviewer/index.php?doc=2011PA090082.

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Kny, Márcio André. "Effets de l'éclairage, de la température et des senteurs sur les cognitions, émotions et comportement des acheteurs : une approche intégrative en magasin." Rennes 1, 2011. http://www.theses.fr/2011REN1G034.

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Cette recherche s'insère dans le domaine du marketing sensoriel, sous une perspective qui conçoit les achats comme une source de plaisir. Nous avons mesuré les effets principaux et interactifs de la condition olfactive, de l'écalirage et de la température d'un magasin sur les réponses cognitives, et émotionnellles et comportementales du consommateur. Parallèlement, nous avons évalué le rôle médiateur des réactions cognitives et émotionnelles ainsi que le rôle modérateur de la valeur hédonique de l'expérience d'achat. Notre étude a eu lieu dans une condition réelle de marché, dans un magasin de prêt-à-porter au Brésil, où nous avons manipulé la condition olfactive (sans senteur ou avec une senteur agréable "rafraîchissante"), l'éclairage (lumière "chaude" 2. 700 K ou lumière "froide" 6. 500 K) et la température de l'air (23°C ou 18°C). Selon nos résultats, l'éclairage n'a pas influencé les réactions des consommateurs. En revanche, la température de 18°C a eu un effet plus positif que la température de 23°C sur les sentiments de stimulation et de plaisir, ainsi que sur l'évaluation de l'atmosphère du magasin. La présence d'une senteur, à son tour, a influencé de façon positive le temps que les clients sont restés dans le magasin, ainsi que le temps qu'ils ont consacré à l'essayage. Enfin, il faut souligner que, d'après nos analyses, l'effet du plaisir procuré par le shopping sur le comportement du consommateur décroît d'importance à mesure que ce plaisir augmente. Alors la valeur de l'expérience joue un rôle modérateur sur la relation plaisir-comportement, surtout parce que d'après nos résultats, cette relation ne semble pas être linéaire, mais curvilinéaire
This research is part of the area of sensorial marketing and followed a perspective that views the shopping as a source of pleasure for the consumer. We measured the main and interactive effects of the olfactory condition, the lighting and the temperature from a store on the cognitive, emotional and behavioral consumer's responses. In parallel, we assessed the mediating role of cognitive and emotional reactions as well as the moderating role of hedonic value that can be gathered from a shopping experience. Our study took place in a real market conditions, in a ready-to-wear tricot clothes store in Brazil, where we manipulated the olfactory condition (no sent or with a pleasant "refreshing" scent), lighting ("hot" light 2700 K or "cold" light 6500 K) and air temperature (23°C or 18°C). According to our results, the lighting did not influence the consumers' reactions. However, the 18°C temperature had a more positive effect than the 23°C temperature on the feelings of stimulation and pleasure, as well as over the evaluation of the store atmosphere. The presence of a scent, in turn, has positively influenced the amount of time customers stayed in the store, and the time they devoted to try clothes. Finally, according to our analysis, we noted that the effect of the pleasure derived from the shopping experience on consumer behavior decreases to the extent that this pleasure increases. So, we conclude that the value of the shopping experience plays a moderating role on the relationship pleasure-behavior, especially, because according to our results, this relationship does not appear to be linear but curvilinear

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Matson-Barkat, Sheila. "Des expériences sensorielles aux sens des expériences : une approche CCT de l'expérience des touristes au restaurant." Rennes 1, 2012. http://www.theses.fr/2012REN1G011.

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Le marché mondial de tourisme évoluant à toute vitesse, notre recherche a comme objectif d'apporter un approfondissement de la compréhension d'une expérience touristique très répandue, celle du tourisme au restaurant. Plus précisément, en ancrant notre recherche au sein de la CCT (Consumer Culture Theory), nous nous intéressons au sens de ses expériences pour les touristes. Avec une approche sans a priori, inspirée de la Grounded Theory, et en mettant en place des méthodologies ethnographiques, nous allons à la rencontre des touristes français et international en Bretagne. L'interprétation du corpus permet d'observer l'émergence de plusieurs sens saillants de l'expérience au restaurant pour les touristes, notamment et entre autre, celui de l'appropriation culturelle et en ensemble de sens sociaux. Cette recherche confirme l'intérêt des approches CCT dans la recherche s'intéressant aux touristes et ouvre la voie vers de nouvelles recherches, notamment concernant l'expérience des touristes en famille.

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Gentric, Michel. "La relation client-magasin : de la stimulation sensorielle au genius loci." Rennes 1, 2005. http://www.theses.fr/2005REN1G012.

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Siberil, Patricia. "Influence de la musique sur les comportements des acheteurs en grandes surfaces de vente." Rennes 1, 1994. http://www.theses.fr/1994REN11002.

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L'utilisation des facteurs d'atmosphère comme outil marketing tend à se développer dans les commerces? Quelques recherches réalisées aux Etats-Unis ont montre que la foule, la musique, les couleurs peuvent agir sur l'acheteur. Tandis que certaines musiques favorisent les achats ou incitent à rester plus longtemps dans le magasin, la foule représente une surcharge informationnelle et conduit souvent à des stratégies d'adaptation. Notre étude expérimentale permet de démontrer que le tempo et le style de la musique d'ambiance, diffusée dans un supermarché, influencent les réponses émotionnelles de la clientèle et ses comportements d'achat. Les résultats de l'expérimentation révèlent également que les états émotionnels induits par l'ambiance musicale expliquent les comportements effectifs
The use of atmospheric factors as marketing tools is tending to increase in large stores. Some research carried out in the u. S. A. Has shown that crowds, music and colours can affect buyers. Whilst some types of music encourage buying or incite people to stay in a store longer, crowds produce an information overload, and often lead to people adopting adjustement strategies. Our experimental study enables us to show that both the tempo and style of the background music played in a store influence the emotional responses of customers and their purchasing behaviour. The results of our experiments also point out that the emotional conditions brought about by background music explain these behavioural changes

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Lacour, Jean-Pierre. "Circuits de magasinage dans un centre commercial d'hypermarché : analyse et qualification des circuits de magasinage en tant que pratiques d’appropriation de l’espace commercial." Lyon 3, 2009. https://scd-resnum.univ-lyon3.fr/out/theses/2009_out_lacour_j-p.pdf.

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Cette recherche porte sur les circuits de magasinage. En utilisant une méthode empruntée à l’éthologie, le tracking, nous avons observé le magasineur dans un centre commercial d’hypermarché. Ce magasin a fait l’objet d’un réaménagement récent : la galerie a été agrandie avec un nouveau design qui simule un village provençal avec des rues et des maisons factices. Cette étude exploratoire nous a permis d’identifier les pratiques d’appropriation de l’espace du magasineur et notamment ses circuits de visite dans la galerie commerciale. Les circuits de magasinage ont jusqu’alors peu fait l’objet de recherches, ces dernières portant surtout sur l’aspect cognitif. La méthode sémiotique nous a permis de mettre en évidence une opposition entre accès séquentiel et accès direct à l’offre commerciale. Quatre circuits-types ont pu être identifiés, correspondant chacun à des pratiques différentes d’appropriation de l’espace. Nous avons cherché à qualifier ces circuits en interrogeant les magasineurs sur les émotions qu’ils ressentaient pendant la visite. Grâce à un marquage sémantique nous avons constaté que les individus ayant un circuit séquentiel ressentaient de la curiosité pour la galerie et son offre commerciale. Par contre les émotions de base discriminent peu les différents circuits. Ces conclusions méritent d’être investiguées lors de recherches futures
This exploratory research aims to identify the space appropriation by patrons in a supermarket mall and particularly the shopping paths. The patrons have been observed and interviewed. The semiotical method has been used to identify four types of shopping paths. We tried to link these shopping paths to the emotions of the patrons. We found that the shoppers who have a sequential shopping path seem to feel curiosity about the commercial offer of the mall

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Güneri, Fatma. "Hedonic consumption with suspense and specific curiosity in experiental marketing." Thesis, Lille 1, 2014. http://www.theses.fr/2014LIL12026.

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Selon Caplin and Leahy (1997), le suspense est défini comme un plaisir ressenti immédiatement avant la résolution anticipée de l'incertitude, et ils font le postulat qu'il est positivement en rapport (jusqu'à un certain point) avec le montant des enjeux sur le résultat d'un événement. En marketing, le suspense est défini comme une excitation globale anticipative associée à l'espoir, la peur et l'incertitude ressentis par un consommateur et évalué(s) selon la probabilité de réalisation d'une consommation ou d'un événement important et imminent (Moulard, Kroff et Folse 2012).Dans ce contexte, le marketing expérientiel intègre certaines émotions afin de créer un lien hédonique avec les consommateurs. Les émotions ont un rôle crucial dans le marketing moderne et post-moderne. Ce rôle n'est pas assez grand en soi pour déterminer l'achat d'un produit/service, mais il est essentiel de s'interroger et de comprendre la manière dont les consommateurs produisent des émotions en cours de consommation.Cependant, le suspense n'est pas seulement utilisé afin de développer cet état affectif. En théorie, tout d'abord, un stimulus a besoin d'être suscité par quatre inducteurs que sont l'incertitude, la nouveauté, la complexité et le conflit. Ces inducteurs ont été identifiés comme les principales variables d'un objet ou d'un événement afin de créer un effet de curiosité (Berlyne 1960). En parallèle, l'espoir et la peur sont définis aussi bien que les antécédents de suspense avec l'incertitude (Madrigal and Bee 2005; Moulard, Kroff and Folse 2012). L'important lien entre suspense et incertitude amène cette recherche à traiter de la curiosité spécifique
By Caplin and Leahy (1997), suspense is defined as a pleasure felt immediately prior to early resolution of uncertainty, and the assumption is that it is positively correlated with the amount of issues about the outcome of an event. In marketing, suspense is defined as an anticipatory global excitement associated with hope, fear and uncertainty which are felt and evaluated by a consumer according to probability of occurence of a significant and imminent consumption or event (Moulard, Kroff and Folse 2012). In this context, experiential marketing incorporates some emotions to create a hedonic connection with consumers. Emotions have a crucial role in modern and post-modern marketing. This role is not big enough in itself to determine the purchase of a product/service, but it's essential to question and to understand how consumers produce emotions during consumption. Nevertheless, suspense is not only used to build an emotional state. In theory, first of all, a stimulus needs to be aroused by four drivers which are uncertainty, novelty, complexity and conflict. These drivers have been identified as key variables of an object or an event to create an effect of curiosity (Berlyne 1960). In parallel, hope and fear are defined as well as the antecedents of suspense with uncertainty (Madrigal and Bee 2005; Moulard, Kroff and Folse 2012). The strong link between suspense and uncertainty leads this research to discuss about specific curiosity

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Vukadin, Ana. "Mesure de l'impact de l'artification de l'expérience de magasinage : perspectives théoriques et enjeux managériaux." Thesis, Paris 1, 2018. http://www.theses.fr/2018PA01E064.

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Aujourd’hui, un nombre croissant de formats de distribution (i.e. magasins amiraux, centres commerciaux,points de vente éphémères, corners, etc.) à travers le monde adoptent la stratégie d'artification de l'expérience de magasinage, reposant sur l'introduction d'éléments artistiques dans la surface marchande. Toutefois l'utilisation de cette variable d'atmosphère s’avère pour le moment très intuitive. D’un point de vue académique, la revue de la littérature amène à qualifier ce champ de recherche d’embryonnaire. Par conséquent cette thèse se propose de mesurer l'impact de l'artification de l'expérience de magasinage sur la performance du point de vente, ainsi que sur les réactions du consommateur. Dans cette optique, une expérimentation a été réalisée à partir d’un plan factoriel manipulant la dimension artistique de l’atmosphère du point de vente. La collecte de données a été effectuée pendant deux mois dans des magasins réels, selon une méthode quantitative. Les résultats indiquent que la stratégie d'artification de l'expérience de magasinage, lorsque adoptée au seul niveau du point de vente et en tant que proposition éphémère, a pour impact positif d’améliorer la performance marketing du point de vente,ceci au niveau de la différenciation perçue du point de vente, du caractère créatif de l’image (du point de vente et des produits), de la valeur perçue de l'offre (rapport qualité/prix et désensibilisation au prix), et de la satisfaction du consommateur. En revanche l'artification de l'expérience de magasinage n'agit pas sur la performance commerciale du point de vente (ventes, taux de transformation, fidélité attitudinale), suggérant un effet de muséification avec la perte de la finalité transactionnelle du point de vente et sa reclassification fonctionnelle en musée/galerie d'art. En conclusion, l'adoption de cette stratégie expérientielle nécessite une réflexion en amont relative aux objectifs de l’entreprise (stratégie d’image vs. rentabilité directe du point de vente) puisqu’elle implique des arbitrages en termes de coûts directs et indirects concernant l'allocation de la surface marchande
Today a growing number of retail formats (i.e. flagship stores, shopping malls, pop-up stores, corners, etc.)worldwide are adopting the shopping experience artification strategy, consisting of introducing artistic elements in the sales surface. However using this atmospherics’ variable remains for now very intuitive. From an academic perspective, this research field can be qualified as seminal. Thus this dissertation’s aim is to measure the impact of the shopping experience artification on store performance, as well as on customer reactions. In that regard, an experimentation was carried out with a factorial design manipulating the artistic dimension of store atmospherics. The data collection was conducted during two months in real retail stores, using a quantitative method. The results indicate that the shopping experience artification strategy, when adopted only at the store level and as an ephemeral proposition, positively impacts store marketing performance, namely regarding store perceived differentiation, the creative dimension of image (store’s and products’), store offering’s perceived value (price/quality ratio and price desensitization), and customer satisfaction. However the shopping experience artification does not impact store commercial performance (sales, conversion rate, attitudinal loyalty), which suggests a museumification effect with the store possibly losing its transactional purpose and being functionally reclassified as a museum/art gallery. As a conclusion, adopting this experiential strategy calls for an upstream reflection upon the company’s objectives (branding strategy vs. direct store profitability) since it implies tradeoffs regarding direct and indirect costs concerning sales surface allocation

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Ben, Dahmane Mouelhi Norchène. "L'influence conjointe des facteurs d'ambiance sur les comportements des clients : cas de la musique et de l'odeur d'ambiance." Caen, 2007. http://www.theses.fr/2007CAEN0648.

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Face à une concurrence de plus en plus vive, les distributeurs se soucient de l'atmosphère de leurs points de ventes. Ils essaient ainsi de soigner notamment leur ambiance olfactive et musicale. Notre objectif était de vérifier la pertinence d'utiliser ces facteurs de manière conjointe et d'en étudier les effets sur les réactions affectives, cognitives et conatives du consommateur. Après avoir présenté une synthèse de la littérature, construit le modèle conceptuel et justifié les hypothèses de recherche sous-jacentes, une expérimentation auprès d'un échantillon de 600 individus, dans un magasin de vêtements pour femmes, a été mis au point. Celle-ci a permis, entre autres, de vérifier l'impact direct de l'ambiance musicale et olfactive sur le comportement des clients. Le rôle médiateur des réactions affectives et cognitives a également été étudié ainsi que le rôle modérateur de l'affluence et de certaines variables individuelles. Enfin différentes recommandations managériales ont été proposées sur la base des résultats obtenus.

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Loustaunau, Lucie. "L’influence du tempo musical sur l’expérience de consommation d’un loisir sportif : le cas de l’escalade de bloc en salle." Thesis, Toulouse 1, 2019. http://www.theses.fr/2019TOU10056.

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L’influence de la musique d’ambiance sur les consommateurs est reconnue tant par les praticiens que les chercheurs. Malgré une manipulation aisée en apparence, il s’agit d’un élément atmosphérique complexe. À ce sujet, la littérature est foisonnante. Cependant, elle ne permet pas d’établir de consensus clair. Dans ce travail, les effets de la musique d’ambiance sur les consommateurs ont été observés au travers de son tempo. Pour ce faire, une quasi-expérimentation a été réalisée auprès de 148 clients d’un contexte de loisirs sportifs indoor : une salle d’escalade de bloc. Les résultats montrent qu’à cause d’un tempo trop rapide ou par sa présence, la musique d’ambiance détériore la qualité de l’expérience vécue par la clientèle : les interactions entre clients sont moins nombreuses, l’état d’immersion et la satisfaction de ces derniers, plus fragiles
The influence of background music on consumers is recognized by both practitioners and academics. Despite an apparent easy manipulation, it is a complex atmospheric element. This topic is the subject of a rich literature. However, it does not provide a clear consensus. In this work, the effects of background music on consumers were observed through its tempo. To this end, a quasi-experimentation was carried out with 148 clients in a sports leisure context. The results highlight that because of a tempo too fast or because of its presence, background music deteriorates the quality of the experience lived by customers: interactions between customers are less likely, the immersion and the satisfaction of these, more fragile

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Errajaa, Karim. "L’influence de l’odeur d’ambiance sur le consommateur : le rôle central de la congruence entre l’odeur et l’image de marque." Thesis, Angers, 2018. http://www.theses.fr/2018ANGE0076.

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L'objectif de la présente recherche est de mettre en évidence le rôle central de la congruence entre l'odeur d'ambiance et l'image de marque sur les réactions émotionnelles, cognitives, conatives et la satisfaction du consommateur lors de l'expérience de visite du point de vente. Afin de valider la problématique de recherche, une étude empirique quantitative et expérimentale est conduite in-situ auprès de deux entreprises et en collaboration avec deux cabinets de conseil en marketing olfactif. Dans ce cadre, une double expérimentation est élaborée auprès de deux échantillons de deux enseignes, spécialisées respectivement dans l'offre d'espaces multi-services "coworking, détente, travail..." et l'offre de prêt-à-porter. Les résultats obtenus montrent que la congruence perçue entre l'odeur d'ambiance et l'image de marque peut par exemple exercer dans certains cas une influence positive sur les réactions du consommateur, à savoir les dépenses, la perception de l'atmosphère globale du point de vente, les émotions de plaisir, d'éveil, l'intention de visite. Les résultats mettent en évidence également certains chemins médiateurs et modérateurs de l'influence de la congruence olfactive avec l'image de marque sur les réactions du consommateur. En revanche, la congruence olfactive avec l'image de marque n'a pas d'influence sur certaines réactions du consommateur comme par exemple l'intention d'achat de produits, le temps de visite perçu et réel. Les résultats significatifs et concordants avec les hypothèses initialement formulées confortent l'intérêt pour les praticiens d'investir dans la création des odeurs typiques de leurs images de marque à des fins marketing
The objective of this research is to highlight the central role of the congruence between the odor and the brand image on the emotional, cognitive, behavioral reactions and the satisfaction of the consumer during the experience of visit of the store. In order to validate the research question, a quantitative and experimental study is conducted in-situ at two companies and in collaboration with two olfactory marketing consultants. In this context, a double experiment is developed with two samples of two brands, respectively specialized in the offer of multi-service spaces "coworking, relaxation, work ..." and the ready-to-wear. The results show that the perceived congruence between the odor and the brand image can for example positively influence the consumer's reactions, namely the expenditure, the perception of the global atmosphere of the store, the emotions. The results also highlight some mediating and moderating paths of the influence of olfactory congruence with the brand image on consumer reactions. On the other hand, the olfactory congruence with the brand image has no influence on certain reactions of the consumer such as, for example, the intention to purchase products, the perceived and actual visitation time. Significant results that are consistent with the initial hypotheses reinforce the interest for practitioners to invest in creating the typical smells of their branding for marketing purposes

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Souza, Renata Ferraz de. "L'impact de l'atmosphère du point de vente dans une situation d'achat utilitaire : le rôle de l'ambiance, du design, du besoin de cognition et de la centralité de l'esthétique du magasin." Grenoble 2, 2009. http://www.theses.fr/2009GRE21042.

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Cette recherche montre, à partir de deux études expérimentales, comment l'atmosphère du magasin peut influencer la qualité perçue des produits, les émotions et l'intention de fréquentation des consommateurs lorsque ces derniers se rendent à un magasin avec un but de visite utilitaire. Les résultats montrent également que le besoin de cognition et la centralité de l'esthétique du magasin jouent un rôle modérateur important dans ces relations. Les principaux apports théoriques et managériaux. L'influence de l'atmosphère sur les réactions des consommateurs. Cette recherche prend en compte deux dimensions de l'atmosphère : l'ambiance (manipulée par le style musical) et le design (manipulé par la disposition des produits sur les rayons), ainsi que leur interaction. Les résultats ont montré que la manière dont les produits sont disposés sur les rayons a un impact sur la qualité perçue des produits, sur les émotions et sur l'intention de fréquentation du supermarché. Il est alors très important pour les distributeurs de soigner la présentation des produits. L'influence d'avoir un but à accomplir (liste de courses) a été également montré par les résultats. Lorsque le consommateur se rend au supermarché sans un but précis à accomplir, la musique d'ambiance peut l'influencer. Par contre, lorsqu'il y va muni d’une liste, la musique n’influence plus ses réactions. Travailler la musique d’ambiance semble alors nécessaire, vu que dans un magasin il y aura toujours des consommateurs sans liste de courses qui seront susceptibles d’être influencés. L'influence des caractéristiques individuelles. L'introduction du concept " centralité de l’esthétique du magasin " est aussi l'un des apports de cette recherche. Il s'agit d'une caractéristique individuelle définie comme le niveau d'importance que le consommateur accorde à l'esthétique visuelle du magasin. Les résultats ont montré que selon le niveau de centralité de l'esthétique, la perception du design et de la qualité des produits varient. Par conséquent, l'intention de fréquentation varie aussi. Les résultats montrent que, d'une manière générale, les individus même ayant un but utilitaire, recherchent des émotions positives lors de leurs achats. Ces résultats s'observent aussi pour les consommateurs à fort besoin de cognition malgré leur capacité à isoler l'effet des émotions sur les jugements. Nos résultats montrent que la dimension hédonique est un autre facteur important au moment de décider de fréquenter un magasin, même avec un but de visite utilitaire. Alors travailler l'atmosphère du magasin afin de provoquer des expériences émotionnelles chez les consommateurs est une possibilité intéressante pour que les distributeurs se différentient de la concurrence. Les principaux apports méthodologiques : un bon compromis entre la validité interne et externe a été acquis. La démarche expérimentale a permis d'avoir une bonne validité interne et l'utilisation d'un échantillon de vrais consommateurs a permis d'augmenter la validité externe de la recherche. Cette recherche a utilisé une méthode plus réaliste que les études précédentes. Les consommateurs ont visité physiquement un supermarché expérimental d'environ 200 m2. Le but utilitaire de la visite a été caractérisé dans la première étude par le type de magasin (supermarché) et renforcé dans la deuxième étude par la présence d'une liste de courses
This research uses 2 experimental studies to demonstrate the impact of store atmosphere on product’s perceived quality, emotions and patronage intentions in an utilitarian situation. The results also show the moderating role of need for cognition and centrality of store aesthetics. Main theoretical and managerial implications. The impact of store atmosphere on consumer’s reactions. This research takes into account 2 types of store atmosphere cues: the ambient (manipulated by music), the design (manipulated by product arrangement on the shelves), as well as their interaction. Results demonstrate that product arrangement influences merchandise perceived quality, emotions and patronage intentions. Retailers should give a careful consideration to store design feature, as product arrangement. The effect of shopping orientation (shopping list) has also been demonstrated. Ambient music influences consumer’s response when he/she has no specific goal to fulfill in the supermarket. However, when he/she has a shopping list, the music has no influence. Attention to ambient music is important since there are always consumers without shopping list that can be influenced. The influence of individual differences : the introduction of the concept "centrality of store aesthetics" is another contribution of this research. It is an individual difference variable that refers to the level of significance that store visual aesthetics hold for a particular consumer in his/her relationship with the store. Results show the way people perceive design and merchandise quality can vary according to the level of centrality of store aesthetics. As consequence, purchase intention can also vary. This research shows that in general consumers look for positive emotions when shopping, even with an utilitarian orientation. This result is also true for consumers with strong need for cognition, that have the capacity to isolate emotions on their judgments. The results show that hedonic dimension is also an important factor when deciding to patronage a store, even with a utilitarian orientation. Therefore, work on store atmosphere to influence consumer’s emotional experiences is an interesting way for retailers to differentiate from competitors. Main methodological implications. A good compromise between internal and external validity has been found. The experimental approach has contributed for have a good internal validity and a sample of "real consumers" has allowed to increase external validity of this research. This research has used a more realistic method than previous studies. Consumers have physically visited a experimental supermarket store of 200 m2. The utilitarian orientation has been characterized in the first study by the store type (supermarket) and reinforced in the second study by a presence of a shopping list

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Briand, Decré Gwenaëlle. "L’influence des stimuli lumière et température sur les réponses émotionnelles et conatives des consommateurs au sein du point de vente." Paris 9, 2011. https://portail.bu.dauphine.fr/fileviewer/index.php?doc=2011PA090012.

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Les stimuli « lumière et température » sont encore très peu étudiés sur le comportement du consommateur en magasin, malgré leur intérêt conceptuel et managérial. Sur la base d’une littérature pluridisciplinaire (psychologie sociale, psychiatrie, ergonomie, médecine) et des modèles du type Stimulus-Organism-Response, notre recherche propose de tester l’effet de ces stimuli sur les réponses émotionnelles et comportementales des consommateurs. Nous testons également l’effet de températures inconfortables sur les états émotionnels et le comportement. Des variables modératrices comme la saison, le niveau optimal de stimulation et le sexe sont également étudiées. Pour ce faire, nous avons mené une expérimentation avec démarche par scénario et une expérimentation en laboratoire. Les résultats issus de ces deux expérimentations convergent sur les hypothèses principales et l’influence des variables clefs et mettent en évidence des implications conceptuelles et managériales, en zone de confort et d’inconfort
While the influence of lighting and temperature on consumer behavior in retail outlets is of conceptual and managerial importance, they are understudied aspects of store environment. Based on a multidisciplinary literature (social psychology, psychiatry, ergonomics, medicine) and on Stimulus-Organism-Response models, our research aims at studying (1) the effect of these stimuli on affective and behavioral responses in retail outlets, (2) and the effect of uncomfortable levels of temperature as well. The moderating effects of season, optimal stimulation level and gender have been studied. From this perspective, two experiments have been conducted, one with digitally manipulated pictures and one in laboratory. The findings of the two experiments are convergent considering the main hypotheses and the influence of key variables. Managerial and conceptual implications are discussed

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Daucé, Bruno. "La diffusion de senteurs d'ambiance dans un lieu commercial : intérêts et tests des effets sur le comportement." Phd thesis, Université Rennes 1, 2000. http://tel.archives-ouvertes.fr/tel-00600735.

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Face à une concurrence de plus en plus vive, les professionnels se soucient de plus en plus de l'ambiance de leurs magasins. Leur intérêt se porte aujourd'hui sur la dimension olfactive de l'atmosphère. Notre objectif fut de vérifier l'intérêt de cette variable et de tester l'influence que pouvait avoir la diffusion de senteurs d'ambiance sur les réponses émotionnelles, cognitives et comportementales de clientes interrogées au sein d'un magasin de prêt-à-porter féminin. Dans une première partie, nous avons réalisé une revue de littérature qui nous a permis de revenir sur le concept de lieu. Nous avons proposé d'en distinguer trois types ainsi que trois atmosphères. Ensuite, nous avons examiné les contributions de la psychologie environnementale à l'étude de la relation individu-environnement. Enfin, nous avons confronté les mythes généralement associés aux odeurs aux connaissances scientifiques acquises sur leur perception et leur influence. La seconde partie de notre travail fut consacrée au test de l'impact de la diffusion de senteurs d'ambiance au sein d'un magasin de prêt-à-porter féminin. Nous avons adopté une approche positive basée sur le paradigme SOR. Une première étude, menée auprès de 253 femmes, a permis de sélectionner deux senteurs. Ensuite, les effets de la diffusion de ces deux senteurs furent examinés au cours d'une étude portant sur un échantillon de 230 femmes. Afin de tester les hypothèses formulées, nous avons eu recours à des analyses de variance ainsi qu'à des méthodes avancées (équations structurelles et tests non paramétriques). Cela nous a permis de vérifier l'influence que pouvait avoir la diffusion de senteurs sur les réponses affectives (dimension plaisir), cognitives (évaluation du temps écoulé...) et comportementales (temps de présence). Enfin, nous avons étudié la médiation des réponses affectives et la modération des variables âge et fumeur (équations structurelles). Enfin, différentes recommandations managériales ont été faites.

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Duarte, Guida Helena Vicente. "Marketing sensorial no enoturismo: comunicar através dos sentidos." Master's thesis, Universidade de Aveiro, 2014. http://hdl.handle.net/10773/13645.

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Mestrado em Marketing
O presente trabalho visa aferir os efeitos que os sentidos têm no enoturismo e a sua influência na experiência do consumidor, abordando ainda a sua relação entre o ambiente vivenciado numa cave, o estado emocional do visitante e as expectativa de comportamento. A pesquisa destaca que a utilização de determinados elementos no ambiente interferem positivamente na experiência enoturistica. Para isto, as Caves Aliança enquanto marca multisensorial, que utiliza vários sentidos para estimular e se relacionar com os seus públicos e por oferecer uma experiência única e surpreendente numa viagem pela infinita diversidade de temas envolvendo arte e vinho, foi adotado como estudo de caso. De modo a cumprir tal objetivo, combinou-se metodologias qualitativas e quantitativas.Para a análise dos dados, foram estabelecidos critérios, como arquitetura, decoração, layout, mobiliário, cores, iluminação e outros elementos presentes no ambiente, previamente testados por outros pesquisadores. Os resultados obtidos demonstram que as principais motivações para visitar uma cave de vinho são muito variadas e que os elementos sensoriais presentes no ambiente estimulam os cinco sentidos, criando condições para a intensificação de expectativas de experiências extraordinárias que se refletem no comportamento do consumidor.
The present study aimed to assess the effects that the senses have on wine tourism and its influence on consumer experience, addressing the relationship between the cellar door experience and the emotional behavior of the visitor. The research highlights that the use of certain elements in the environment affect positively the consumer experience in wine tourism. For this, Caves Aliança while multi-sensory brand, which uses many ways to stimulate and relate with their consumers in offering unique experiences through infinity of themes involving art and wine, was adopted as a case study. In order to fulfil this goal, combined qualitative and quantitative methodologies. For data analysis, criteria have been established, such as architecture, decor, layout, furnishings, colours, lighting and some elements present in the places, previously tested by other researchers. The results obtained show that the main reasons to visit a wine cellar are very varied and sensory elements of the environment stimulate the five senses and create conditions for intensification the expectations of extraordinary experiences that are reflected in consumer behaviour.

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Glavam, Ana karina Schmidt Hahn. "Marketing sensorial na construção da identidade de marca." reponame:Repositório Institucional da UNISUL, 2015. http://www.riuni.unisul.br/handle/12345/442.

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Made available in DSpace on 2016-11-30T14:51:42Z (GMT). No. of bitstreams: 2 111931_Ana_Karina.pdf: 3748975 bytes, checksum: feaf1791a32b53defb9d1fd8e21dd351 (MD5) license.txt: 214 bytes, checksum: a5b8d016460874115603ed481bad9c47 (MD5) Previous issue date: 2015
A identidade de marca é um dos componentes centrais do processo de gestão de marcas (branding) das organizações e as estratégias de marketing sensorial podem contribuir para a construção da identidade de marca, seja por meio do uso de estímulos sensoriais na comunicação da marca, no ponto de venda e no relacionamento com o cliente. Assim, o presente estudo analisa como estratégias de marketing sensorial contribuem para a construção da identidade de marca segundo o modelo teórico de Aaker (2007) em uma organização do setor de móveis planejados. Para tanto, o estudo envolveu a aplicação de pesquisa exploratória, de abordagem qualitativa e na forma de estudo de caso. A coleta de dados foi realizada por meio de levantamento documental, entrevista em profundidade (semi-estruturada) e observação direta com gestores da empresa, lojistas e clientes. Os dados coletados foram analisados pelo método análise de conteúdo com abordagem qualitativa e categorização temática de dados. Os resultados do estudo apontam que a empresa utiliza os cinco sentidos humanos como estratégia de marketing, principalmente estímulos sensoriais de natureza visual (decoração, seleção de cores e ambientação de lojas), olfativa (essência desenvolvida especialmente para a marca) e tátil (texturas diferentes em brindes e produtos); que as estratégias sensoriais são percebidas como relevante pelos gestores na construção da identidade da marca e que os benefícios mais apontados são satisfação de clientes, lealdade à marca e indicação de novos clientes
The brand identity is one of the central components of the brand management process (branding) of organizations and sensory marketing strategies can contribute to building the brand identity, either through the use of sensory stimuli in brand communication in point of sale and customer relationships. Thus, this study analyzes how sensory marketing strategies contribute to building the brand identity according to the theoretical model of Aaker (2007) in an organization's customized furniture industry. Therefore, the study involved the application of exploratory research, qualitative approach and in the form of case study. Data collection was performed through documentary survey, in-depth interviews (semi-structured) and direct observation with company managers, shopkeepers and customers. Data were analyzed by using content analysis with qualitative approach and thematic categorization of data. The study results indicate that the company uses the five human senses as a marketing strategy, especially sensory stimuli visual nature (decor, color selection and ambiance stores), olfactory (essence developed especially for the brand) and tactile (different textures in gifts and products); that sensory strategies are perceived as important by managers in building brand identity and the most mentioned benefits are customer satisfaction, brand loyalty and appointment of new customers

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Rocha, Ana Rita da Silva Teixeira. "Marketing sensorial e a experiência dos consumidores invisuais." Master's thesis, Universidade de Aveiro, 2017. http://hdl.handle.net/10773/22918.

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Mestrado em Marketing
O presente trabalho visa explorar o Marketing Sensorial e a experiência dos consumidores invisuais. Dada a importância da criação de um mercado inclusivo e o poder dos cinco sentidos no comportamento do consumidor, o objetivo central desta dissertação é estudar a interpretação das pistas sensoriais por parte dos consumidores invisuais. Com a interpretação sensorial sem o estímulo visual como ponto de partida, pretendemos também perceber se existe satisfação perante as estratégias sensoriais que tanto apelam à visão, e também, definir o sentido alternativo mais importante para estes num contexto de consumo. À revisão da literatura, com uma reunião dos principais contributos teóricos dentro da nossa temática, seguiu-se uma metodologia qualitativa com a aplicação de entrevistas semiestruturadas e análise de conteúdo. Por fim, seguem-se a discussão de resultados e as considerações finais. Com a realização das entrevistas foi possível recolher relatos pessoais e sugestões para melhorar a acessibilidade no que diz respeito aos consumidores invisuais. Dos resultados obtidos destaca-se a importância atribuída ao tato durante o processo de compra e sublinhamos a satisfação dos consumidores perante uma estratégia sensorial
This present work aims to explore sensory marketing and the consumption experience of the blind consumers. Given the importance of creat a inclusive market and the power of five human senses on consumer behavior, the central objetive of this thesis is to study blind consumers perception of the sensory clues. Without a visual stimulation as a first point, we outlined two more objetives: aims the satisfaction towards a strategy that appeals, mostly, to the vision, and, the last one, define the alternative sense more importante to them in a consumption context. Literature review, with a reunion of the main theoretical contributions in our thematic, was followed by a qualitative methodology with the application of semistrured interviews and content analysis. Finally, a discussion of the results and final considerations. With the preparation of this thesis it was possible get together some personal stories and opinions, as well, some sugestions to improve the blind consumers experience. On the results, we highlight the importance of the touch during the buying process and the satisfaction towards sensory strategies.

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Ribeiro, Terezinha Machado Tavares. "Marketing sensorial aplicado à banca: uma ferramenta de fidelização." Master's thesis, Universidade de Aveiro, 2016. http://hdl.handle.net/10773/18025.

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Mestrado em Marketing
Atualmente os bancos operam em mercados cada vez mais competitivos que aliados ao poder de informação, a desconfiança associada ao setor e a exigência do consumidor, se vêm obrigados a desenvolver estratégias que permitam capturar e manter os clientes. Por outro lado embora exista uma vasta literatura sobre o Marketing Sensorial, a investigação se concentra em lojas, restaurantes, hotelaria e centros comerciais, sendo escassas as estratégias e, assim, os estudos do Marketing Sensorial no setor da banca. Assumindo o desafio lançado pela Caixa de Crédito Agrícola Mútuo do Vale do Távora e Douro (CCAM VTD), este estudo teve como objetivo investigar a influência do Marketing Sensorial na satisfação e fidelização dos clientes bancários. Para tal realizou-se um pré experimento em contexto real, com recolha de dados através de inquérito por questionário na agência de Tabuaço. A amostra, obtida por conveniência, foi indagada sobre as alterações sensoriais realizadas no ambiente da agência. Os resultados da investigação sugerem que os estímulos sensoriais podem influenciar positivamente os comportamentos de lealdade do cliente bancário, potenciando a sua fidelização. Mais especificamente concluiu-se também que os estímulos sensoriais podem influenciar a agradabilidade do ambiente e gerar respostas emocionais positivas nos clientes.
Banks currently operate in increasingly competitive markets, which allies with the power of information, the mistrust associated with consumer demand sector are forced to develop strategies that enable it to retain and keep customers. On the other hand, although there is a vast literature on Sensory Marketing, the research is focus on shops, restaurants, hotels and shopping centers, being scarce the strategies and thus the studies of Sensory Marketing in the banking sector. Assuming the challenge launched by the Mutual Agricultural Credit of Távora and Douro Valley (CCAM VTD), this study aimed to investigate the influence of Sensory Marketing in baking customer satisfaction and loyalty. To this end, there was out a pre experimental in a real context, with data collection through a questionnaire survey in Tabuaço Agency. In the sample, obtained by convenience, was asked about the sensory changes made in the agency environment. The research results suggest that sensory stimuli can positively influence the behavior of customer loyalty. Thus, it is concluded that the sensory stimuli influence the pleasantness of the agency's environment, and it is possible that a sensory marketing strategy will help to enhance the loyalty of bank customers.

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Fraga, Alexandre Matos. "Práticas de marketing sensorial no varejo de marca de luxo." reponame:Repositório Institucional da UNISUL, 2018. http://www.riuni.unisul.br/handle/12345/5848.

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As práticas de marketing sensorial têm impacto no desempenho de marcas no varejo. O estudo analisou as práticas de marketing sensorial utilizadas por uma marca de luxo, no varejo de moda. Trata-se de estudo exploratório, de abordagem qualitativa, na forma de estudo de caso, com coleta de dados por meio de entrevista pessoal em profundidade, observação direta e levantamento documental. Os dados obtidos foram analisados pelo método análise de conteúdo, com abordagem qualitativa e com categorias temáticas previamente definidas. Os resultados revelaram que a marca proporciona experiência multissensorial aos clientes, por meio de diferentes sentidos humanos (visão, audição, olfato, toque e paladar), de maneira integrada e alinhada com o conceito da marca e perfil do público-alvo. A marca estudada utiliza o marketing sensorial como estratégia de diferenciação competitiva, e de conquista e lealdade dos clientes. Os gestores de lojas e funcionários manifestaram satisfação com o desempenho das práticas utilizadas, pois estas geram boa experiência de compra para os clientes, e auxiliam nos resultados de vendas, lucratividade, satisfação dos clientes e recompra de produtos. O estudo contribuiu para ampliar o conhecimento sobre o tema, na medida que apresenta em detalhes evidências empíricas sobre práticas de marketing sensorial no varejo de moda de luxo, um contexto de estudo ainda pouco investigado.

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Mota, Maria Ribeiro Duarte Opinião da. "Fatores críticos de sucesso do marketing sensorial na gastronomia molecular." Master's thesis, Instituto Superior de Economia e Gestão, 2018. http://hdl.handle.net/10400.5/17417.

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Mestrado em Ciências Empresariais
A presente dissertacão tem por objetivo analisar o comportamento sensorial do consumidor em relacão à Gastronomia Molecular, e chegar aos fatores críticos para o seu sucesso.
The present thesis has the goal of analysing the consumer's sensory behaviour and reactions in what respects molecular gastronomy.
info:eu-repo/semantics/publishedVersion

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Torres, João Daniel Esteves Pires. "A influência da cor, imagem e formato de rótulo de vinho engarrafado na perceção do consumidor." Master's thesis, Instituto Superior de Economia e Gestão, 2013. http://hdl.handle.net/10400.5/6355.

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Mestrado em Marketing
O objetivo do presente estudo é determinar qual a influência que os elementos de design de um rótulo de vinho engarrafado - cor, imagem e formato do rótulo - têm no comportamento do consumidor. O estudo irá realizar-se através de uma análise quantitativa que investigará se a influência de determinadas cores, imagens e formatos de rótulo afetam positivamente a perceção e interpretação do consumidor. Para este efeito, foi desenhada a pesquisa que culminou na condução de um questionário divulgado, com recurso à técnica de amostragem por conveniência, a alunos de Licenciatura, Pós-graduação e Mestrado do ISEG, assim como, através do recurso às redes sociais. Embora os resultados não tenham permitido validar alguns dos objetivos propostos, foi possível verificar, através do recurso a técnicas de análise conjunta, que determinadas combinações entre os principais elementos que constituem um rótulo, têm a capacidade de gerar diferentes emoções e reações nos consumidores e num patamar mais particular, concluir quais os elementos de design a que os consumidores atribuem maior importância relativa e utilidade individual.
The main objective of this study was to determine the importance of several design elements of a label presented in a bottled wine, such as colour, image and the shape of the bottle’s label. This study has been done through a quantitative analysis which has investigated the positive influence of some colours, images and the label shapes in the consumers' perception. In order to achieve this aim, participants were asked to evaluate 16 combinations of wine label elements through an online questionnaire. Although the results obtained did not allowed to confirm all the objectives of this investigation, it was possible, with the assist of conjoint analysis techniques, verify that some combinations of the wine label design elements have the means to generate certain emotions and reactions to the customer. In a more particular level the results reveal which attributes are more important for the customer and which of them has greater utility from the customer point of view.

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González, Horna Kelly Elizabeth, and Muro María Yackeline Suárez. "Marketing sensorial del Restaurante La Novena Restolounge de la ciudad de Chiclayo, 2015." Bachelor's thesis, Universidad Católica Santo Toribio de Mogrovejo, 2016. http://tesis.usat.edu.pe/handle/usat/768.

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Esta investigación sobre el marketing sensorial del restaurante La Novena RestoLounge, es una realidad que permite conocer las nuevas tendencias de los clientes en el siglo XXI, quienes son más exigentes y en el ámbito de la gastronomía, reclaman ofertas diferenciadas, creativas, donde prevalezca la armonía de sabores, colores y el contraste de formas y texturas, características que se agregan a la calidad del producto culinario. Ante esta situación, esta investigación busca identificar el marketing sensorial del restaurante La Novena RestoLounge, no se puede olvidar que los clientes a través de sus sentidos, evalúan la calidad de la oferta, siendo esto un elemento importante en la satisfacción de sus expectativas. Los alimentos pueden estar bien cocinados, pero si se sirven sin intención alguna, no estimulan su degustación, incidiendo de manera desfavorable en la calidad del producto que se ofrece y en la rentabilidad del restaurante. La hipótesis de ésta investigación fue que el marketing sensorial del restaurante La Novena RestoLounge, se dió mediante la combinación tri-sensorial (destacando los sentidos de la vista, el olfato y el gusto), que se plasmó en el comportamiento de los consumidores del establecimiento. El objetivo fue analizar el marketing sensorial del restaurante. El tipo de estudio fue exploratorio – descriptivo, y el método que se utilizó fue de enfoque cualitativo. Se aplicó la técnica de la observación directa y entrevistas. Se utilizó el programa microsoft word 2010, para procesar la información obtenida con análisis de textos, imágenes y conceptos.
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Goudarzi, Zeinab. "Présence du silence : Le silence comme objet de valeur dans les espaces de production et de consommation." Thesis, Limoges, 2017. http://www.theses.fr/2017LIMO0019.

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Nous vivons dans un monde caractérisé par l'augmentation incessante du nombre et du volume des signaux sonores, qui finissent par être perçus comme autant de messages intrusifs. Si le silence est une valeur attestée dans une société du bruit, il se transforme en valeur commerciale, mais aussi morale, esthétique, écologique. En termes sémiotiques, il devient un objet de valeur : sa rareté lui assure le statut d’« objet » de luxe qui émerge de scénarisations et de mises en discours spécifiques. Aujourd’hui, le confort sonore est un grand enjeu de la qualité de vie. Nous avons le goût d’acheter le silence. Par conséquent, les comportements liés à nos activités quotidiennes peuvent se trouver en partie influencés par la valeur-silence. Il en va ainsi de nos comportements d'achat. Du coup, le silence se transforme en valeur commerciale. Le silence sonne parfois comme la signature d’un lieu. Il n’est pas seulement une certaine modalité du son, il est d’abord une certaine modalité du sens. Le silence n’est jamais une réalité en soi, mais toujours un processus de relation avec le monde humain et le rapport au monde de ce dernier. Dans la thématique générale du marketing sensoriel du point de vente, nous proposons une introduction sur la réalité de l'environnement sonore, plus particulièrement les différentes formes de lutte contre les nuisances et la valorisation d'ambiances silencieuses. Notre étude se concentre sur des facteurs d’ambiance sonore susceptibles d’influencer les acheteurs. Une étude expérimentale cherche à comprendre les processus d’influence de notre espace du silence sur les acheteurs et à vérifier certaines hypothèses théoriques non testées en France
We live in a world characterized by an increase of ceaseless sound signals which end up being perceived as intrusive messages. If silence is an imperative value in a noisy society, it is transformed into not only commercial but also moral, aesthetic and ec ological values too. In semiotic terms, it becomes a valuable object: its rarity confirms its status as a luxurious object" that emerges from specific scripts and speeches. Today, the comfort sound is considered as one of major aspects of life quality that is made desire for buying silence. Consequently, some of our behaviors related to daily activities might be partly influenced by the value of silence. Therefore, it will affect our purchasing behavior. As a result, silence is transformed into commercial value. Silence sometimes becomes the unique characteristic of an area. It is not only a modality of sound but also more importantly a modality of the senses. Silence never considered as an absolute reality, it is always related to human world and intert wined with it. In the general interest on point of sales for sensory marketing, we propose an introduction on the reality of the noiseless environment, particularly the different ways to counter noises and the value of silent ambience. Our study focuses on ambient environments in order to stimulate buyer interest. In addition, an experimental study has been done in order to understand the influential mechanisms of noiseless environment on buyers and to verify certain untested the oretical hypotheses in France

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Andrade, Rafaela Pontes. "O aroma e o comportamento do consumidor: estratégias no ponto de venda." Master's thesis, Universidade de Aveiro, 2013. http://hdl.handle.net/10773/12112.

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Mestrado em Marketing
O presente trabalho visa estudar a relevância do estímulo olfativo como elemento constituinte da atmosfera sensorial de um ponto venda. Os métodos aplicados buscaram aferir os efeitos que o aroma ambiente pode exercer sobre as avaliações e os sentimentos do consumidor em relação ao ambiente de loja, bem como sobre o seu comportamento neste ambiente. De modo a cumprir tal objetivo, a presente investigação apresentou uma fase inicial exploratória, onde foi realizado um levantamento bibliográfico. Num segundo momento, realizouse uma fase experimental em um ambiente real de retalho, através da aplicação de inquéritos que foram analisados quantitativamente. Para a investigação de campo, adotou-se como caso de estudo a loja “Zara Home”, que desenvolve uma estratégia de marketing olfativo, apostando na experiência que esta pode proporcionar. Para a análise de dados, foi utilizado como modelo teórico o Modelo de Psicologia Ambiental de Mehrabian & Russell, adaptado por Donovan & Rossiter. Os resultados demonstraram que a presença do aroma ambiente no ponto de venda é capaz de influenciar positivamente a avaliação do consumidor sobre aquele local, bem como os seus sentimentos durante a experiência vivenciada. Foi possível concluir que a adoção do estímulo olfativo como estratégia de marketing no ponto de venda é capaz de influenciar os consumidores a perceberem o local como mais agradável e interessante, além de intensificar os sentimentos de satisfação e felicidade vivenciados naquele ambiente. Os resultados também demonstraram que os estudos nesta área ainda são limitados, de modo que o aprofundamento no assunto guarda implicações gerenciais bastante significativas.
The present work aims to study the importance of the olfactory stimulus as part of an in-store sensorial atmosphere. The methods applied attempted to measure the effects that the scent may produce on consumers’ evaluations and feelings about the in-store environment, as well as on their behavior. In order to fulfill this objective, this investigation had, at first, an exploratory stage, which consisted in an extensive bibliographic review. This part was followed by an experimental stage, which included a field study, carried out in a real retail environment through the application of a quantitative survey. For the empirical study, the case of "Zara Home" was adopted. The shop undertakes an olfactory marketing stagey focusing on the experience it might engender. For the data analysis, the Environmental Psychology Model, provided Mehrabian & Russell and adapted by Donovan & Rossiter, was adopted as a reference framework. The results show that the presence of an in-store olfactory stimulus may positively influence consumers’ evaluations regarding the place, as well as their feelings during the experience. It was possible to conclude that the adoption of the olfactory stimulus as an in-store marketing strategy may cause consumers to perceive the place as more pleasant and interesting, as well as to enhance their satisfaction and happiness feelings within that space. The results also showed that investigations in this field of study are still limited. Thus, a significant array of managerial implications is yet to be unveiled by researchers willing to deepen in this area.

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Agostinho, Pedro Filipe Lopes. "Marketing de experiências : comunicar emoções e sensações através de experiências de consumo : caso biosotis." Master's thesis, FEUC, 2013. http://hdl.handle.net/10316/22668.

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Trabalho de projeto do mestrado em Gestão, apresentado à Faculdade de Economia da Universidade de Coimbra, sob a orientação de Arnaldo Fernandes Matos Coelho.
A mutabilidade do mercado é uma inevitabilidade, como tal a empresa necessita de se adaptar rapidamente e, até mesmo, antever as mudanças, para se manter competitiva. A necessidade de adaptação cabe ao marketing, que necessita de se atualizar continuamente para melhor corresponder às necessidades do mercado. A atual saturação publicitária, a sua ineficácia, a redução do poder de compra e a omnipresença da informação são alguns dos fatores que tornam o consumidor cada vez mais inerte às promessas comunicacionais, uma vez que cada compra tende a ser exaustivamente analisada. Encontra-se no Marketing de Experiências uma alternativa à comunicação tradicional e massificada, sendo esta direta, sensorial e, sobretudo, emocional, servindo como plataforma relacional para a retenção de consumidores e preferência em momentos de indecisão futuros. A comunicação emocional tem por objetivo a criação de uma expectativa fantasiosa e hedónica que deverá ser ultrapassada pelas empresas que têm no cerne do seu negócio o consumidor e a oferta de experiências de consumo. O objetivo deste trabalho de projeto é determinar se as práticas experienciais representam de facto uma mudança de paradigma na comunicação, para tal serão estudadas temáticas de marketing de experiências, desde a sua base, marketing e marketing relacional, como a sua importância para o paradigma comunicacional, isto além de abordar a experiência como fonte de rendimento para empresas que têm a oferta de experiências de consumo como essenciais no seu negócio e o consumo hedónico, essencial para o entendimento experiencial do consumo. Por fim, e para sustentar a base teórica, será apresentada a parte prática do trabalho de projeto, que será o estudo da experiência de consumo oferecida pela Biosotis, uma empresa que se divide em duas áreas: o retalho de produtos biológicos, macrobióticos e agricultura biológica e a prestação de serviços de consultas de medicina alternativa, terapias e diagnósticos. Palavras-Chave: Marketing de Experiências; Experiências de Consumo; Marketing Relacional; Marketing Sensorial; Marketing Emocional; Consumo Hedónico.

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Gomez, Paredes Dassha Limni, and Reyes Shoselyn Licy Paredes. "Evaluación de las estrategias de marketing experiencial y sensorial orientado a cervezas artesanales : caso Hops." Bachelor's thesis, Pontificia Universidad Católica del Perú, 2017. http://tesis.pucp.edu.pe/repositorio/handle/123456789/9935.

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El uso de herramientas innovadoras, actualmente, es el motor que impulsa el posicionamiento de una marca. En tal sentido, las empresas deben prestar atención a las tendencias, el entorno y los servicios y productos que ofrecen ya que el consumidor no es ajeno a estos cambios; por ende, las decisiones de compra que toma son más exigentes, no solo se basan en la relación costo/beneficio que se ofrece sino que busca un valor adicional. Siguiendo esta línea, el Marketing Experiencial y Sensorial aparecen como herramientas innovadoras frente a mercados saturados, donde se hace cada vez más difícil el poder diferenciarse, al brindar experiencias únicas y memorables afianza el vínculo entre el consumidor y la marca. En este sentido, la presente investigación busca evaluar las estrategias de Marketing Experiencial y Sensorial que son aplicadas por Hops con la finalidad de determinar cuál es el efecto que causa en la experiencia del consumidor; y a partir de ello, desarrollar una propuesta de mejora. La investigación tiene un alcance correlacional con un enfoque mixto. Se utilizará la encuesta en base a la metodología de las cuatro esferas de la experiencia para determinar la relevancia de los factores seleccionados en base al servicio brindado por Hops siendo analizados a través de la herramienta ofimática IBM SPSS Amos. De igual forma, se complementará dicha información con técnicas de recolección de datos como entrevistas a profundidad a especialistas, observación in situ y focus groups. Como resultado del análisis, se exponen las conclusiones y recomendaciones de la investigación. Asimismo, se plantea una propuesta de mejora en base a las cuatro esferas de la experiencia, detallando estrategias por cada factor relevante para Hops que puedan potenciar el marketing que actualmente aplican.
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Rech, Eduardo. "Sounds of consumption : the influence of nonmusical sounds on services and retail settings." reponame:Biblioteca Digital de Teses e Dissertações da UFRGS, 2017. http://hdl.handle.net/10183/178398.

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Estímulos sensoriais como imagens e aromas, podem afetar a escolha dos consumidores no varejo. Pistas visuais (ex.: imagens de frutas), por exemplo, fazem com que as pessoas escolham mais comidas saudáveis, especialmente quando estão com fome (Forwood et al., 2015). Seguindo esta lógica, o som também pode ativar escolhas e percepções dos consumidores. No entanto, a literatura existente tem dado pouca atenção ao papel do som. O presente trabalho trata dos sons auxiliares (não musicais) no ambiente de compra, especificamente aqueles colocados intencionalmente no ambiente de compra. Mais especificamente, o trabalho busca investigar se os sons auxiliares influenciam as escolhas, decisões e percepções das pessoas por meio das propriedades semânticas (significados) dos sons. Cinco estudos foram realizados no sentido de investigar estes efeitos dos sons auxiliares, onde o primeiro estudo foi um experimento de campo, enquanto que os demais foram estudos de laboratório. O estudo de campo, com caráter mais exploratório, demonstrou que os sons auxiliares podem ter um efeito sobre o comportamento de escolha dos clientes. O primeiro estudo de laboratório (Study 1) considerou o processo de escolha no contexto de serviços de agência de viagem, onde os sons influenciaram a escolha dos consumidores (ex.: sons de cidade fizeram com que os destinos turísticos de cidade fossem mais escolhidos, comparado com os destinos de praia). O estudo 2 (Study 2) verificou a influência dos sons auxiliares em um ambiente com mais opções disponíveis para escolha O estudo evidenciou que a congruência entre os sons e as opções disponíveis podem influenciar a escolha dos consumidores, mesmo com uma maior gama de opções. No estudo 3 (Study 3) a associação feita pelo consumidor entre som e o apelo/posicionamento do produto aumenta a intenção de compra dos consumidores em relação ao produto. O último estudo (Study 4) demonstrou que o uso dos sons auxiliares congruentes com o posicionamento de uma loja, fazem com que o consumidor tenha atitudes mais positivas em relação à loja, e consequentemente aumenta a intenção de visitar a loja. No entanto, este resultado foi significativo apenas para lojas com posicionamento experiencial. Estes resultados são um primeiro passo no estudo dos sons auxiliares nos ambientes de varejo e serviço, trazendo à tona alguns efeitos que servem como um parâmetro inicial no do estudo deste fenômeno. Isto reflete também em aplicações estratégicas dos sons musicais no ambiente de compra de modo a enriquecer a experiência de compra do cliente.
Previous literature shows that sensory stimulation, such as pictures and scents, can affect consumers’ choices in a retail setting. Visual stimulation (i.e., pictures of fruit), for example, make people choose more healthy foods, especially when they are hungry (Forwood, Ahern, Hollands, Ng, & Marteau, 2015). Following the same logic, sound might also trigger consumers’ choices and perceptions, meaning that specific products are expected to be chosen more frequently when congruent sounds are played. However, the extant literature has paid little attention to this role of sound. This work therefore focuses on auxiliary sounds (nonmusical) in the shopping environment, especially those intentionally set using audio systems to improve and compose the experiential shopping environment. More specifically, this research investigates whether auxiliary sounds influence people’s choice, decisions, and perceptions through the semantic properties (meanings) of sounds. Five studies were conducted to investigate these effects of auxiliary sounds; the first is a field experiment and the other four are lab studies. The field study showed exploratory results on the effect of auxiliary sounds on people’s choice behavior The first lab study (Study 1) considered a service context choice, where sounds were set in the “soundscape” of a fictitious travel agency. When city sounds were played as the background sound in the environment, the city destination was chosen more than the beach destination. Study 2 showed that congruence between sounds and options increase the choice of those options, even when more options are available. Study 3 found that when sound is strongly associated with product appeal or positioning, and this association is perceived by the consumer, it increases people’s intention to buy the product. The last study showed that, for an experiential positioning, congruent sounds can improve people’s intentions to visit the store by improving people’s attitudes toward the store. These results shed light on the study of auxiliary sounds in retail and services environments, bringing to surface some effects that serve as an initial parameter on the study of this phenomenon. It also has managerial contributions as sounds can be strategically used by marketers in order to promote a richer consumption experience.

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Cabecinha, Paula Alexandra Bilro. "A importância dos sentidos para o design de comunicação: a experiênciação sensorial para uma melhor perceção das mensagens nos suportes de comunicação de carácter informativo." Master's thesis, Universidade de Évora, 2014. http://hdl.handle.net/10174/10929.

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O designer deve estar atento e preparado para reconhecer as condições de formação de tendências e respetivos problemas. Neste pressuposto, este trabalho debate-se os problemas da demasiada oferta visual, como pensar tendo em conta as várias propriedades sensoriais num contexto de comunicação, em específico, nos folhetos pode ajudar a criar uma comunicação mais efectiva. Relacionando noções de diferentes áreas científicas com bibliografia específica do tema em estudo, este trabalho aborda a importância dos sentidos para o design de comunicação fazendo uma incidência sobre a experienciação sensorial para uma melhor perceção das mensagens nos suportes de comunicação de carácter informativo, os flyers, extendendo a atenção a mais sentidos para além da visão como o toque, paladar, audição e olfacto. ### ABSTRACT: Every designer should be aware and be prepared to recognize the formation of trends and their problems. In this paper we go through problems of overloaded visual offers, and how thinking through senses in communication in specific flyers can be helpful to create a more effective means of communication. Thinking through the sensorial properties of the support of communication in a way to transmit a more effective message. Relating concepts of different areas and with specific bibliography of this theme, this paper develops the importance of the senses for Communication Design. Making its focus on the sensory experience for a better perception of messages in informative supports such as flyers, extending attention to other senses beyond vision such as touch, taste, hearing and smell.

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Rocha, Luciana Ramos Soares da. "Plano de marketing 2019 para a empresa Mufyn Music." Master's thesis, Instituto Superior de Economia e Gestão, 2018. http://hdl.handle.net/10400.5/17272.

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Mestrado em Marketing
O marketing tem acompanhado as mudanças e necessidades dos mercados, nas últimas décadas, as marcas passaram a buscar estratégias que as diferenciassem cada vez mais. Do marketing com foco no produto, ao marketing de massa chegou-se a necessidade de criar um marketing voltado para os serviços, uma vez que pessoas, processos e evidências físicas passaram a ser importantes na decisão do cliente. Com o aumento da concorrência e da exigência cada vez maior por parte dos clientes em produtos e serviços de qualidade, surge então o marketing sensorial, responsável por ajudar as marcas a criarem experiências marcantes. Com o intuito de prestar esse serviço, este trabalho apresenta um Plano de Marketing para o lançamento de uma empresa de marketing sensorial em Portugal, a Mufyn Music. O plano descreve as envolventes externas e internas da empresa, incluindo uma análise da concorrência e seus pontos de paridade e diferença. Descreve também a segmentação, mercado-alvo e o posicionamento, além dos objectivos de marketing e financeiro para o primeiro ano da empresa Mufyn Music. O plano apresentado mostra ainda que, durante o processo da pesquisa qualitativa com entrevistas de profundidade, percebeu-se a importância da criação de um novo serviço a ser ofertado e também como o mercado já está a entender a importância do marketing sensorial, nomeadamente a identidade musical, no segmento HORECA.
In recentes decades marketing has been following the changes and needs of markets, as brands have been seeking for strategies that distinguish them more and more. From product focused marketing to mass marketing the need arose for a service-oriented marketing since people, processes and physical evidence are important in the decision making process. With increasing competition and increasing customer demand for quality products and services sensory marketing emerges, responsible for helping brands to promote outstanding experiences. In order to provide that service, this paper presents a Marketing Plan for the launch of a sensorial marketing company in Portugal, Mufyn Music. The plan describes the company's external and internal factors, including an analysis of the competition and its parities and differences. It also develops on segmentation, target market and positioning, in addition to the marketing and financial objectives for the first year of the company. The plan also shows that during the qualitative research process with in depth interviews, the importance of the creation of a new service became clear as well as the growing awareness of the importance of sensorial marketing, particularly musical identity in the HORECA segment.
info:eu-repo/semantics/publishedVersion

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Blondeau, Mathieu, and Amélie Tran. "Scent Marketing: What is the impact on stores in Umeå?" Thesis, Umeå University, Umeå School of Business, 2009. http://urn.kb.se/resolve?urn=urn:nbn:se:umu:diva-23478.

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Grobert, Julien. "L'effet de la congruence avec l'image d'une entreprise de deux facteurs atmosphériques (parfum et musique), sur la satisfaction et les réponses comportementales des individus : application au secteur bancaire." Thesis, Grenoble, 2014. http://www.theses.fr/2014GRENG001/document.

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Alors que l'univers bancaire va connaître ces prochaines années, de profonds changements liés à une restructuration de son modèle, il nous semble pertinent de comprendre si le marketing sensoriel peut créer de la valeur ajoutée pour le client et les entreprises dans ce contexte. Le fait de diffuser un parfum et/ou une musique doit néanmoins faire l'objet de certaines recommandations. En effet, un parfum, ou une musique, fortement congruent avec l'image d'une entreprise aura-t'il des effets différents (et plus ou moins forts) qu'un parfum (ou qu'une musique) faiblement congruent avec l'image de l'entreprise, sur la satisfaction et les réponses comportementales des individus ? Cette thèse a pour objectif d'étudier cette thématique. Deux phases de recherches ont été mises en oeuvre. Tout d'abord, une phase qualitative qui a permis de faire ressortir les marqueurs de l'identité de la marque, permettant la création de deux types de parfums (fortement congruent vs. faiblement congruent) et de deux types de musiques (fortement congruente vs. faiblement congruente). La deuxième phase, quantitative a été réalisée in situ. Les résultats montrent qu'une diffusion de parfum faiblement congruent avec l'image de l'entreprise conduit à des réponses plus favorables de l'individu sur la perception des éléments physiques et in fine sur sa satisfaction et ses réponses comportementales. A contrario, une diffusion de musique produit globalement des effets négatifs
While the bank sector will be the center of huge changes, during next years, due to a restructuration of its model. It seems relevant to understand whether the sensory marketing can create added value for the customer and companies in this context A scent and/or a music diffusion must nevertheless be the object of recommandations. Indeed, will a scent or/a music with high level of congruency with brand image have differents effects(and stronger or lower) than a scent (or a music) with a low level of congruency on the satisfaction and behavioral responses of consumer ? This doctoral research aims to investigate this issue. Two diffents stages have been realised. First of all, a qualitative study allowed to show brand's identity markers allowing the creation of two types of scents (high congruency vs.low congruency) and two types of musics (high congruency vs. low congruency). The second stage, quantitative, has been realised in situ. Results showed that diffusion of a perfume with low congruency with the brand image leads to more favorable responses of physical elements and in fine on the satisfaction and on the behavioral responses. Conversely,a music's diffusion overall leads to negatives effects

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Esquis, Amandine. "De la marque traditionnelle à la marque atypique : l'exemple de la marque olfactive." Thesis, Université de Lorraine, 2014. http://www.theses.fr/2014LORR0023/document.

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Le droit européen autorise, en théorie, depuis 1988 le dépôt de tout type de marques, y compris olfactives. L’avènement du marketing olfactif a rendu nécessaire la protection juridique de ces signes par l’intermédiaire du droit des marques. Toutefois, l’exigence de représentation graphique comme condition du dépôt ne permet pas, dans l’état actuel des connaissances, le dépôt valide de ces marques olfactives au regard des critères exigés par la Cour de Justice de l’Union Européenne. De plus, la distinctivité de ces marques est souvent remise en cause, les odeurs n’étant pas par nature considérées comme de véritables signes distinctifs par les consommateurs. Afin de permettre cette protection, la légitimation de la place du signe olfactif au sein du droit des marques sera nécessaire et sera réalisée grâce à une analyse précise du contexte dans lequel ce signe évolue (national et international). Son adaptabilité au droit des marques sera ainsi démontrée. La place du signe olfactif justifiée, il sera alors possible de démontrer que l’odeur mérite la qualification de marque olfactive. En effet, la condition de représentation graphique peut aujourd’hui être remplie grâce aux avancées scientifiques. De même, il apparait qu’en pratique, la distinctivité des odeurs est effective. La marque olfactive devrait alors être pleinement admise
European law allows theoretically since 1988 the registration of all kind of trademarks, olfactory ones included. The legal protection of such signs using trademarks law became necessary with the birth of olfactory marketing. However, in the actual state of knowledge, the requirement by the European Court of Justice of a graphic representation as a condition to the registration is an obstacle to the effective registration of olfactory trademarks. In addition, consumers do not regard fragrances as actual distinctive signs, so the distinctivity of such trademarks is often debated. In order to allow such a protection, the place of olfactory signs shall be legitimated. This legitimization shall be obtained by realizing a precise analysis of the context of evolution of this sign (both national and international). Its ability to adapt to trademark law will thus be demonstrated. Once the place of olfactory signs is justified, it will be possible to show that fragrances deserve the qualification of olfactory trademark. Indeed, nowadays, scientific progress allows the graphic representation requirement to be satisfied, and it appears that, in practice, the distinctivity of fragrances is effective. Olfactory trademark should then be completely admitted

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Droulers, Olivier. "Réalité et efficacité des stimulations subliminales en marketing : une application à la marque." Rennes 1, 1996. http://www.theses.fr/1996REN11008.

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Problématique principale (objets et hypothèses) : le problème de l'activité des stimuli subliminaux constitue l'un des paradoxes majeurs de la recherche en sciences humaines. Le nombre considérable de travaux publies aboutit à la création de deux camps: l'un défendant l'idée que ces stimuli sont actifs, l'autre toujours prompt à démontrer que si une activité est constatée, elle ne peut résulter que d'une faiblesse de la construction expérimentale. Cette recherche a pour but de clarifier les concepts de stimulus subliminal, de perception subliminale et de persuasion subliminale, d'apprécier s'il s'agit d'une rumeur, d'un mythe ou d'une réalité, d'évaluer les critères et les conditions d'une efficacité en marketing. Instruments et apports : perception subliminale signifie "perception sous le seuil". Mais l'étude étymologique ne permet pas de définir plus précisément de quel seuil il s'agit. C'est justement cet espace sémantique laisse vacant qui sera l'objet d'après discussions entre chercheurs. Répondre à la question implicitement posée : "perception sous le seuil de conscience" peut paraitre satisfaisant, mais ne fait que repousser le problème vers celui tout aussi ardu d'une définition de la conscience. Le débat se cristallise alors autour de la notion de seuil de conscience: les seuils sont-ils du ressort des personnes interrogées (seuil subjectif) ou de l'expérimentateur (seuil objectif)? La réponse a cette question apportée, nous tenterons de répondre aux deux questions fondamentales (Gregory, 1993) soulevées par ce sujet: (1) un individu peut-il être considéré comme ayant perçu un stimulus dont il n'a pas conscience de dont il ne peut pas prendre conscience?
Objectives and hypothesis: the problem of subliminal stimuli activity constitute one of the major paradoxes of research in human sciences. The considerable number of publications led to the emergence of two trends. The first one defending the principle of active stimuli, the other one systematically rejecting experimental results one the grounds that the procedure was faulty. The present research work aims at clarifying the concept of subliminal stimuli, subliminal perception and subliminal persuasion. Tools and contribution: subliminal perception means "perception under the threshold. "Sub" egal below, "limen" egal threshold. The simple study of the word doesn't permit to establish what threshold is being considered. The present work will try to answer two main question (Gregory, 1993) : (1) can a person perceive a stimulus that he is not aware of and that he cannot become aware of ? (2) can a person be influenced by a stimulus that he is not aware of and that he cannot become aware of? The first part of the present study demonstrates the existence of subliminal perception via an experiment on the network organization of the semantic memory of brandnames. The second part of the study consists in a review of existing experimental work and establishes the reality of subliminal persuasion

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Rupio, José Alberto Mósca. "Importância dos estímulos do marketing na apreciação de um vinho." Master's thesis, Universidade de Évora, 2017. http://hdl.handle.net/10174/22816.

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A qualidade de um vinho apresenta múltiplas facetas e interpretações, sendo diferentemente percepcionada pelo consumidor comum consoante os seus hábitos de consumo e critérios fisiológicos, psicológicos e sociodemográficos. A análise sensorial é hoje utilizada como ferramenta de aferição do gosto e preferência do consumidor de vinho, possibilitando obter resultados válidos e representativos dos atributos mais valorizados pelo consumidor com recurso a painéis de provadores. Através da prova cega, reduzem-se as interferências externas à análise sensorial, permitindo obter uma avaliação isenta da influência das marcas ou de outros fatores distratores. O provador reage assim apenas à sua análise, sensibilidade e gosto pessoal, classificando o produto baseando-se em fatores exclusivamente intrínsecos e pela sua preferência hedónica. A marca é frequentemente considerada pelo consumidor como um dos atributos de qualidade no vinho. A montante da marca encontra-se o marketing, ferramenta de gestão responsável, entre muitos outros parâmetros, pela imagem de marca do vinho; Abstract: The quality of a wine has a lot of interpretations, being perceived by the common consumer in diferent ways, acording to his consumption habits, physiological, psychological and sociodemographic criteria. Sensory analysis, currently, it is also used as a measurement tool of taste and preference of wine consumer, giving the possibility to get valid and representative results for the most valorized attributes by consumer using tasting panels. Blind Tasting can reduce external interferences to sensory analysis, allowing an evaluation free from Brand Influence or other distraction factors. So the assessor responds only to his analysis, sensibility e personal taste, classifying the product only based on exclusively intrinsic factors, thus showing his hedonic preference. Brand is often considered by consumer one of the quality attributes in wine. Upstream the brand is marketing, a responsible management tool, among many other parameters, by the wine brand image.

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Mateiro, Bárbara Manuela de Jesus. "A experiência turística nos destinos de montanha: os cinco sentidos." Master's thesis, Universidade de Aveiro, 2015. http://hdl.handle.net/10773/15951.

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Mestrado em Gestão e Planeamento em Turismo
O objetivo da presente dissertação é analisar a experiência turística vivida nos destinos de montanha, nomeadamente no Parque Natural da Serra da Estrela, com especial incidência sobre o papel que a dimensão sensorial possui nas restantes dimensões da experiência. A concretização deste objetivo obrigou a uma reflexão teórica acerca do marketing sensorial, da experiência turística multissensorial e do turismo praticado nos destinos de montanha. Com base nessas reflexões, apoiadas por uma extensa revisão da literatura, constatou-se que os destinos de montanha são propícios ao desenvolvimento de experiências multissensoriais, que permitem satisfazer as necessidades do novo tipo de turista – este é mais sensível a experiências emocionais e sensoriais, autênticas e únicas, que contribuam para um envolvimento mais intenso com o destino e para a construção da sua própria identidade. Contudo, apesar da relevância do turismo de montanha a nível global e da importância dos cinco sentidos na vida do indivíduo, a experiência turística multissensorial nos destinos de montanha constitui ainda uma área de investigação incipiente, sendo de grande interesse conhecer e avaliar a importância da dimensão sensorial nas restantes dimensões da experiência turística. Para este efeito, realizou-se uma pesquisa empírica, com inquérito dirigido a visitantes de montanha. A recolha dos dados primários foi realizada via inquérito por questionário, aplicado a 241 visitantes da Serra da Estrela, durante os meses de julho e agosto de 2015. Permitiu a descrição do perfil do visitante de montanha e ainda o estudo das relações entre a dimensão sensorial e as outras dimensões da experiência, bem como das relações existentes entre a dimensão sensorial e as consequências da experiência (satisfação e lealdade). Entre várias conclusões encontradas, sobressaiu a relação existente entre as características individuais, as motivações, o perfil comportamental e a dimensão sensorial, as relações maioritariamente positivas entre a dimensão sensorial e as restantes dimensões da experiência, e a relação positiva entre a dimensão sensorial e a satisfação e lealdade. As conclusões permitiram uma melhor compreensão das implicações que a dimensão sensorial da experiência tem para o desenvolvimento sustentável e competitivo dos destinos de montanha.
The purpose of this dissertation is to provide an analysis of the tourist experience lived in mountain destinations, namely in the Serra da Estrela Natural Park. Its aim is to analyse the influence of the sensory dimension on the other dimensions of the tourist experience. To achieve that purpose, a literature review has been undertaken on the topics of sensory marketing, multisensory tourist experience, and mountain tourism. It was possible to observe that mountain destinations often lead to the development of multisensory experiences, which are more likely to meet the needs of the new tourist. This kind of tourist is more sensitive to the emotional and sensory experiences that are authentic, unique leading to more intense involvement with the destination, and which may contribute to the construction of his/her identity. However, despite the global relevance of mountain tourism and the crucial role of the five senses in the life of individuals, the multisensory tourist experience in mountain destinations is still scarcely researched. It would be of great interest to analyse and evaluate the importance of the sensory dimension for all the other dimensions of the tourist experience. For this purpose, an empirical study was undertaken directed at mountain tourists. Primary data was collected through a questionnaire survey answered by 241 visitors of the Serra da Estrela, during the months of July and August 2015. Data results revealed the mountain tourists’ profile and the relationship between the sensory dimension and the other dimensions of the experience, as well as that between the sensory dimension and the consequences of the experience (satisfaction and loyalty). One of the main conclusions from the analysis is the existence of a relationship between the sensory dimension and the visitors’ individual features, motivations and behaviour profile. The relationship between the sensory dimension and all the other dimensions of the experience is mostly positive. A positive relation between the sensory dimension and satisfaction and loyalty was also found. Study findings have, thus, provided a better understanding of the impact of the sensory dimension of tourist experiences on the sustainable and competitive development of mountain destinations.

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Eriksson, Elin, and Niklas Larsson. "A Multi-Sensory Brand-Experience : Sensorial interplay and its impact on consumers' touch behaviour." Thesis, Linnéuniversitetet, Ekonomihögskolan, ELNU, 2011. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-12153.

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The purpose of this thesis is to explore to what extent different styling elements can be used within a retail store and how sensorial cues can affect customers buying behaviour by creating a multi-sensory brand-experience. Further, this project aims at contributing to the development of new knowledge regarding a multi-sensory brand-experience through the performance of an experiment. A quantitative research method with a deductive research approach has been used for this study, where theoretical concepts have been described and from which a number of hypotheses have derived as means to test the theoretical framework. In order to test our hypotheses, a research strategy in the form of experiments has been performed in the computer department at Media Markt, Kalmar. General assumptions have then been drawn from the analysis of the results in order to provide sound recommendations for marketers regarding sensory marketing in general and foremost the multi-sensory brand-experience. The result of our study shows that it is beneficial for marketers to use styling elements and sensorial cues as means to connect with customers and enhance their emotional response. The study also shows that a combination of the sensorial cues of sight and sound together contributes to an experience that is positive and memorable for the customers. Additionally, the results of this study shows that a combination of these sensory cues leads to a change in customers behaviour and create approach behaviour through awareness of products that otherwise could be missed.

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Contreras, Hernandez Cecilia, Esterripa Priscylla Ines Caycho, Herrera Víctor Manuel Joya, and Chávez Francisco Martín Riccio. "Implementación y administración integral del servicio de aromatización utilizando Marketing Sensorial y tecnología IoT en el Sector Hotelero en Lima Metropolitana." Master's thesis, Universidad Peruana de Ciencias Aplicadas (UPC), 2018. http://hdl.handle.net/10757/624259.

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La presente tesis tiene como objetivo principal desarrollar un análisis de factibilidad económica y financiera para la creación de un negocio basado en el servicio de aromatización de ambientes a través de la difusión de un aroma personalizado en el sector hotelero de cuatro y cinco estrellas en la ciudad de Lima Metropolitana. El análisis externo e interno permitió determinar un ambiente idóneo para la inversión de este negocio, el cual cubre un segmento no atendido de manera integral al día de hoy. Se estableció la estrategia de Enfoque Orientado a la Diferenciación debido a que se atenderá a un segmento específico del sector hotelero donde existen pocos competidores y donde la propuesta de valor es superior a los negocios ya existentes en el mercado, permitiendo ofertar una tarifa de servicio ligeramente superior a los pocos competidores existentes pero superando ampliamente el beneficio obtenido. Para el correcto cumplimiento de la propuesta de valor se identificó que la consultoría de Aromatización y el servicio de monitoreo como los principales factores críticos de éxito de este negocio. Finalmente, el estudio concluye que el plan de negocio es viable a un horizonte de cinco años, obteniendo un VAN de $ USD 304,765 y una TIR de 54.1%. El cumplimiento de los objetivos establecidos en cada área de la empresa será controlado a través de la herramienta del Tablero de Control que brindará las alertas que permitirán alcanzar las metas definidas a largo plazo.
The main goal of this thesis is to develop an economic and financial feasibility analysis to create a business based on scent branding through diffusing signature scents in the four- and five-star hotel sector of Metropolitan Lima. An internal and external analysis allowed to determine an optimal environment for investment in this business, which covers a segment that has not been comprehensively catered for as of today. A strategy based on a differentiation-oriented approach was selected since a specific segment within the hospitality industry will be catered for, where there are few competitors, and the value proposal is superior compared to the businesses existing in the market. It is then possible to charge a slightly higher fee tan the few existing competitors, while greatly surpassing the benefit obtained. To correctly fulfill the value proposal, scent branding consultancy and the monitoring service were identified as the main critical factors for the business to succeed. Finally, the study concludes that the business plan is viable within a five-year horizon, obtaining an NPV of USD $ 304,765 and an IRR of 54.1 %. The fulfillment of the goals established by every department within the company will be controlled through a dashboard, which will provide alerts to allow for the fulfillment of long-term goals.
Tesis

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Sepúlveda, Filipa Maria da Cruz Filipe. "O efeito da musica ambiente no comportamento do consumidor : o caso dos restaurantes." Master's thesis, Instituto Superior de Economia e Gestão, 2011. http://hdl.handle.net/10400.5/10292.

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Mestrado em Marketing
O presente estudo visa investigar qual o impacto que a presença de música ambiente e respectivas variações do tempo da música, num ambiente de restaurante, tem junto do comportamento do consumidor, averiguando se é, ou não, uma ferramenta de marketing eficaz. Através de uma abordagem metódica e quantitativa, ir-se-á investigar se a presença de música ambiente e as suas respectivas variações no tempo afectam positivamente o tempo que os consumidores passam no interior do espaço e quais os seus diferentes tipos de gastos. Para isso, foi conduzida uma experiência, num restaurante situado na zona de Miraflores, onde durante 3 semanas se utilizou a técnica de observação para estudar os comportamentos dos consumidores nas 3 condições de estudo: sem música ambiente, com música ambiente de tempo lento e com música ambiente de tempo rápido. Embora os resultados obtidos não permitam validar muitos dos objectivos propostos na presente investigação, verificou-se que muitas das variáveis alvo de estudo, sofreram ligeiras melhorias aquando a presença de música ambiente e em alguns casos mais concretos, aquando da presença de música ambiente com tempo lento.
The following paper aims to explore which is the impact that the presence of environmental music and its respective variations in tempo over a restaurant environment has on consumer behavior, and to check whether or not, it can act as an effective marketing tool. Throughout an exhaustive fact based analysis, it will be investigated if the presence of environmental music, with its variations in tempo, affects positively the time spent inside the restaurant, and which are the impacts over the different spending categories. With that vision in mind, it was conducted an experiment, in a restaurant located on Miraflores, Lisbon area, where during three weeks, the observation method was used to study the consumer behavior on the 3 study conditions: without environmental music, with slow tempo environmental music and finally, with fast tempo environmental music. Although the results obtained did not allowed to validate much of the objectives proposed by the investigation, it was worth of note that plenty of the variables that were studied suffered slight improvements when subjected to environmental music, and in some cases with the use of slow tempo environmental music.

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Dahl, Petersson Charlotta, Carvajal Carlos Rojas, and Jenny Uhlmann. "Svenska baljväxter från förr : en sensorisk beskrivning." Thesis, Högskolan Kristianstad, Sektionen för lärande och miljö, 2013. http://urn.kb.se/resolve?urn=urn:nbn:se:hkr:diva-10547.

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Inledning: Baljväxter har flera miljö- och näringsmässiga fördelar och spås att bli framtidens föda. I Sverige finns det en värdefull kulturskatt som består av svenska baljväxter från förr som har samlats in av Programmet för odlad mångfald, POM. För att nå ut till konsumenter kan en sensorisk beskrivning vara en framkomlig väg som samtidigt ger ett mervärde för produkten och befrämjar en ökad konsumtion av baljväxter. Syfte: Syftet med detta examensarbete, inom ämnet mat och måltidskunskap, är att ta fram sensoriskt beskrivande ord för sex svenska baljväxter från förr. Examensarbetet ska sedan beskriva de utvalda svenska baljväxterna med hjälp av de framtagna sensoriskt beskrivande orden för att kunna presentera eventuella sensoriska skillnader. Material och metod: Sex olika sorters baljväxter ingick i undersökningen som bestod av en kvalitativ gruppdiskussion där sensoriskt beskrivande ord togs fram och ett andra steg en kvantitativ intensitetsbedömning av de olika sorterna. Båda undersökningarna gjordes av en expertpanel utvalda för sin kunskap om baljväxter. Resultat: De sensoriska ord som beskriver baljväxter är sötma, syrliga, beska, kastanj, nötig, smörig, frisk och fyllig smak samt med en varierande eftersmak. Munkänslan beskrivs med orden mjölig, krispig, fast och len. Intensitetsbedömningarna visade på små smakskillnader mellan baljväxterna men trots detta fanns särskiljande attribut för de sex olika baljväxtsorterna. Slutsats: De beskrivande sensoriska ord som detta examensarbete har utmynnat i kommer att hjälpa konsumenten att hitta rätt och öka mervärdet på produkterna. Samtidigt bevaras den svenska kulturskatten och konsumenten kan utveckla sin kulturella identitet tillsammans med alla de fördelaktiga egenskaper baljväxter besitter.
Introduction: Legumes have many favourable health and environmental benefits and are predicted to be the diet of the future. Sweden sits on a cultural treasure when it comes to legumes from the past that have been collected by The programme of cultivated diversity, POM. A sensory description would be a valuable tool to reach the consumer and a way to increase the consumption and value of the product. Purpose: The purpose of this thesis is to identify and bring forward sensory descriptive words for six Swedish legumes from the past. This thesis will also describe the Swedish legumes using the sensory descriptive words to evaluate whether there are sensory differences. Method: Six different types of legumes were used in the two surveys. The first survey consisted of a qualitative group discussion and the goal was to bring forward sensory descriptive words for the legumes. The second survey consisted of a quantitative intensity evaluation of the legumes. Both surveys were made by a panel of experts, chosen for their knowledge of legumes. Result: The sensory words which best describes the legumes are sweet, sour/acidic, bitter, chestnut, nutty, buttery, fresh, rich taste and with variations in aftertaste. The mouthfeel can be described as mealy, crisp, solid and tender. The evaluation of intensity proved the legumes to have few taste varieties, but despite the sensory descriptions each of the six legumes were possible to distinguish. Conclusion: The sensory descriptive words that this thesis have lead to can help the consumer to chose the right product, increase the value of the product an at the same time preserve a cultural treasure of Sweden. It is also possible for the consumer to create a cultural identity with all the good benefits that the legumes possess.

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Santiago, Ramiro José Cunha. "Impacto dos estímulos sensoriais na experiência e no valor da marca." Master's thesis, Universidade de Aveiro, 2014. http://hdl.handle.net/10773/15724.

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Mestrado em Gestão
O marketing sensorial é uma estratégia de comunicação recente que permite diferenciar uma empresa das suas concorrentes, através da estimulação dos 5 sentidos humanos. A literatura permite formular dois modelos concetuais (clientes e conhecedores) com o objetivo de compreender qual a influência que os estímulos sensoriais têm nos consequentes, como a experiência e os valores de marca, e as consequências dessas relações. A validação dos modelos de investigação realizou-se com base num estudo empírico, que considerou uma marca Aveirense bem implantada no mercado, a Pizzarte Os resultados obtidos mostram que a estimulação sensorial influencia positivamente a experiência e o valor da marca, repercutindo-se na atitude positiva e na intenção de compra da marca.
Sensorial marketing is a recent communication strategy that allows for differentiation of firms among their competition through stimulation of the five human senses. Research allows to conceive two different conceptual models (clients and experts) with the aim of understanding the influence of sensorial stimulus within the consequential, like experience, brand value and the consequences of these relationships. Empirical validation of models was done through an empirical study, in consonance with a well known brand, Pizzarte, from Aveiro. Findings show that sensorial stimulation positively influences brand experience and brand value, which is echoed in positive attitudes and increased buyer intentions.

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Wellert, Silvana Cassandra Vaz. "Influência dos estímulos sensoriais na experiência da marca." Master's thesis, Universidade de Aveiro, 2013. http://hdl.handle.net/10773/12373.

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Mestrado em Gestão
O marketing sensorial é uma das formas mais recentes de cativar os consumidores, através dos estímulos dos cinco sentidos em vários elementos da loja. Este estudo desenvolveu e testou de forma empírica o modelo estrutural que analisa de que forma esses estímulos sensoriais afetam a experiência da marca, tendo em consideração a famosa marca de café Nespresso. Posteriormente verificou-se se a experiência da marca tem efeito na satisfação dos consumidores, bem como na sua lealdade. E se a satisfação afeta a lealdade dos consumidores A análise de fiabilidade, análise fatorial exploratória e técnicas de regressões lineares foram utilizadas para avaliar o modelo. Baseado nas respostas do questionário, foi verificado que existem influências dos estímulos sensoriais na experiência da marca e que a satisfação tem efeito na lealdade. Contudo, apenas algumas das dimensões da experiência da marca afetam a satisfação e lealdade da marca.
Sensory marketing is one of the most recent ways to captivate consumers, through the stimulus of five senses in many elements of the store. This study developed and tested empirically the structural model that analyzes the way these sensory stimuli affect brand experience, considering the famous brand of coffee Nespresso. Afterwards, it was assessed if the brand experience affects consumer’s satisfaction as well as consumer's loyalty. And if this satisfaction affects consumers loyalty. Reliability analysis, exploratory factor analysis and linear regressions techniques were used to evaluate the model. Based on the answers of the survey, it was concluded that there are influences of sensory stimulus on brand experience and that satisfaction affects consumer loyalty. However, only some of the dimensions of the brand experience affect consumer’s satisfaction and loyalty.

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Delemazure, Olivier, Olivier Mallégol, and Vincent Laplanche. "The effect of the senses on consumers experience in clothing stores." Thesis, Linnéuniversitetet, Institutionen för marknadsföring (MF), 2018. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-75540.

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This research explores the sensory marketing and more specifically the effect of the senses on consumers experience in the clothing distribution sector. The purpose of this paper is to understand if all the senses have an effect on the customer experience in clothing stores. To do this a primary quantitative data has been collected through a questionnaire from clothing store customers to assess the effect of different senses on their consumer experiences. The results obtained by the analyzing of the questionnaire through regression analysis concluded that there are two senses that really stand out of the lot, firstly the smell then secondly the sight.

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Swahn, Johan. "If I can taste it, I want it... : sensory marketing in grocery retail stores." Doctoral thesis, Örebro universitet, Restaurang- och hotellhögskolan - Grythytte Akademi, 2011. http://urn.kb.se/resolve?urn=urn:nbn:se:oru:diva-16370.

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Avhandlingen syftar till att undersöka hur man kan utveckla ett kognitivt baserat sensoriskt språk för olika produkter i detaljhandel och därefter använda det i marknadsföringen i butiksledet. Vidare undersökts om denna marknadsföring har någon effekt på konsumenternas val av produkt. Inom forskningsprocessen, tvärvetenskapligprocess, används metodik och teorier inom sensorik, lingvistik (semantik) och marknadsföring (konsumentbeteende). I en sensorisk studie jämfördes en tränad sensorisk panel och en grupp konsumenters förmåga att beskriva och analysera olika produkters sensoriska egenskaper. Resultatet visade på att de två gruppernas beskrivningar av de olika produkterna var relativt överensstämmande. Att beskriva smak verbalt anses som relativt svårt och komplext. Baserat på det sensoriska resultatet analyserades egenskapsorden ytterligare utifrån ett lingvistiskt perspektiv, semantik. Den semantiska analysen, empiriska resultat och teori, påvisade en möjlighet att utvinna värdefulla attribut från mer diffusa attribut, t.ex. ”nötig smak” – som kan härledas från sort, e.g. ”mandel” som i sin tur innefattar olika egenskaper i form a smak, doft, textur etc. För att ta reda på om de sensoriska beskrivningarna hade någon effekt på konsumenternas beteende och val i butik genomfördes två empiriska studier. Konsumenternas val av produkt i butik studerades utifrån olika variabler; sensoriska beskrivningar, sensoriska och semantiska beskrivningar, sortnamn, pris, och smak preferens. Resultatet visade att de sensoriska beskrivningarna påverkade konsumenternas val av produkt, t.ex. när bara sort namn kommunicerades var man benägen att välja en känd sort, men när man använde sig av sensoriska beskrivningar skiftade konsumenternas val och de var inte längre styrda av det mer välkända sortnamnet. Vidare visade det sig att konsumenterna vara mindre priskänslig när sensoriska beskrivningar visades. Konklusion: Användningen av ett sensoriskt språk i marknadsföringen av de undersökta livsmedlen påverkade konsumenternas val av produkt i butik samt att konsumenterna tenderade till att vara mindre priskänslig när sensoriska beskrivningar användes.
Denna avhandling är ett resultat av ett forskningsprojekt med arbetstiteln ”Det sensoriska språket-ett marknadsföringsverktyg” vars syfte var att utveckla ett sensoriska språk för frukt och grönsaker för att se om detta språk i marknadsföringen kan påverka konsumenternas preferens, val, av olika livsmedel i detaljhandeln.Forskningsprojektet var ett samarbetsprojekt mellan Örebro universitet, Restaurang- och hotellhögskolan, Grythytte Akademi och ICA Sverige AB med delfinansiering av Kunskaps & Kompetensstiftelsen. Forskargruppen bestod av:Professor emerita Inga-Britt Gustafsson, Örebro universitetDocent Åsa Öström, Örebro universitetProfessor Lena Mossberg, Handelshögskolan i GöteborgFil.Dr. Ulf Larsson, Örebro universitetLisbeth Kohls, ICA Sverige AB

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Souza, Lucimar Aparecida Roseira de. "Comunicação e cultura de consumo: ponto de venda e design." Universidade de São Paulo, 2009. http://www.teses.usp.br/teses/disponiveis/27/27154/tde-19082015-143344/.

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Comunicação e consumo. Design e ponto de venda. O consumo é uma das expressões dinâmicas da sociedade moderna, passou a determinar as relações de produção, acumulação econômica e as relações sociais. O ponto de venda se transformou na configuração do consumo, em função da abundância de novidades no mercado e da contínua re-significação que os objetos são submetidos constantemente. Esta dissertação busca identificar e conhecer, enfocando uma base interpretativa do posicionamento teórico, alguns mecanismos e elementos determinantes que fazem funcionar as engrenagens do consumo no ponto de venda. O problema de estudo se situa na análise teórica de alguns aspectos sociais, mercadológicos e comunicacionais, focando-se no design, no sistema de consumo da sociedade contemporânea, trazendo à luz estudos da Escola de Frankfurt sobre a cultura do consumo. Enfocando os conceitos da comunicação visual nos pontos de venda, subsidiados e permeados pelo levantamento bibliográfico dos campos das Ciências Sociais, Mercadológicas, Design e da Psicologia Cognitiva, apontar-se-á as influências dos elementos estéticos de comunicação sobre o comportamento do consumidor frente ao ponto de venda, servindo como base para reflexão e análise de estudos futuros nas áreas de Comunicação, Marketing e Design.
Communication and consumption. Design and sales point. The consumption has been one of the dynamics expressions of modern society; it has become to define the production relations, economic accumulation and the socials relations. The sales point has become in the configuration of the consumption provide by the great quantity of news in the market and by the continual new signification that the objects are submitted. This research searches to identify and know, focusing the interpretative base of academic view, some tools and issues that make it runs the gear of consumption of the sales point. The study problem is in academic analysis of the social features, marketing and communications, focusing in the design, consumption system of the contemporary society, bringing up to us the studies of the Frankfurt School about the consumption culture. Focusing the concepts of the visual communications in the sales point, subsidize and permeate by the bibliographic of the science social fields, marketing, design and cognitive psychology, will be indicated the influences from the elements aesthetic of communication above the consumer behavior on the sales point, this will be the bases about to reflection and analysis for new researches on the areas of Communication Marketing and Design.

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Dissertations / Theses on the topic 'Marketing sensoriel'

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