SENSORY MARKETING: SENSORY PERCEPTIONS AND EMOTIONS AS THE KEY FACTORS INFLUENCING CONSUMER BEHAVIOUR AND DECISION-MAKING

Marketing methods and techniques are gradually developing. One of the latest marketing methods is sensory marketing. Sensory marketing is a revolutionary new development in the field of marketing, based on creating the concept and the brand image and building the perfect synergy between product and consumer leading to increased consumption. In everyday life, more senses together participate on different activities and same happens in marketing. It is almost impossible to involve just one of the senses in customer behaviour and decision-making. One sense can be primary, but more or all of them are involved. So the more senses we're able to engage in relation to specific brand mean the greater chance we have in gaining the customer. Many studies show that there is an important connection between sensorial stimuli and the formation of emotions. Depending on the degree or intensity of the sensory experience the emotions are recorded to the memory, resulting in the evocation of past experience.