Yazar "Sohail, Muhamad Umer" seçeneğine göre listele

Listeleniyor 1 - 1 / 1
  • Küçük Resim
    Yayın
    The impact of sensory marketing on consumer buying behaviour; an empirical analysis of retail chain
    (Işık Üniversitesi, 2023-02-14) Sohail, Muhamad Umer; Yılmaz, Kemal Özkan; Işık Üniversitesi, Lisansüstü Eğitim Enstitüsü, Yöneticiler İçin İşletme Yönetimi (İngilizce) Yüksek Lisans Programı
    The research analyzes the impact of sensory marketing on the success of advertisements. The recent growth of sensory marketing heralds a whole new age in the marketing industry, one in which the five senses of customers will be the primary emphasis of marketing tactics and methods. The five senses are the central emphasis of this marketing philosophy (sight, smell, hearing, taste, touch). Consumers' actions were found to be influenced by all five senses at the same time. From a management point of view, managers may employ sensory marketing to establish subconscious triggers that define customer perception of abstract conceptions of the product (such as its sophistication, quality, elegance, innovation, modernity, and interaction). This study used is quantitative in nature and survey questionnaire was used for data collection purpose. Study conducts self-administered survey and 250 questionnaires among respondents. Sound and the multi-sensory impact of ad campaigns have significant correlation. The relationship between brand promotions' visual and multisensory experiences is significant. The is no significance association between Feel and Multi-Sensory Experience of Brand Promotions. However, the study has significant correlation between Taste and Multi-Sensory Experience of Brand Promotions. Meanwhile Touch has significant association with Multi-Sensory Experience of Brand Promotions. At the end the Multi-Sensory Experience of Brand Promotions and Consumer Buying Behaviour are significantly associated. Consequently, the findings suggest that one effective way for businesses to entice and retain clients is to appeal to their senses via a well-planned marketing campaign.