Sensory marketing influences women's perceptions and purchasing behavior in the perfume industry

Bayanjargal Purevjargal (2023) Sensory marketing influences women's perceptions and purchasing behavior in the perfume industry. Kereskedelmi, Vendéglátóipari és Idegenforgalmi Kar.

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Absztrakt (kivonat)

This study investigates how perceptions of scents and other sensory elements impact people's opinions of perfume brands and their decisions. I hope to learn more about how these encounters affect what consumers enjoy and purchase by investigating this understudied field. This thesis aims to assist scent and sensory element firms, among others, in refining their marketing strategies in light of consumer behavior.This thesis consists of six key chapters, each of which adds a different perspective to this study of sensory marketing in relation to women's perfume industry purchase patterns. The first chapter, the Introduction, lays out the goals, questions, and uniqueness of the study in order to provide the groundwork for future research. In-depth reviews of the literature are covered in Chapter 2, along with careful analyses of sensory marketing, shopping experiences, and consumer behavior. Chapter 3, Research Methodology, goes on to explain the selected exploratory research method. Although it might not produce conclusive evidence, this technique tries to offer in-depth insights into the research concerns while acknowledging the limits brought forth by the small sample size. This thesis' main objective is to conduct a thorough investigation of the research problem, providing insights that can direct future studies that are larger and require more resources, including the use of in-depth interviews or neuromarketing techniques. Although the limited sample size may make it difficult to draw firm conclusions, the chapter emphasizes the importance of the knowledge gathered for guiding future research projects. The main research findings are then uncovered in Chapter 4, together with information on demographics, purchasing patterns, the emotional effects of sensory marketing, and reasons behind impulsive purchases. The research findings are summarized in Chapter 5, the Conclusion, which also highlights the methodological, theoretical, and practical consequences of the findings. Chapter 6 concludes with a brief summary, acknowledging its shortcomings and outlining potential directions for further investigation.

Intézmény

Budapesti Gazdasági Egyetem

Kar

Kereskedelmi, Vendéglátóipari és Idegenforgalmi Kar

Tanszék

Kereskedelem Tanszék

Tudományterület/tudományág

NEM RÉSZLETEZETT

Szak

Kereskedelem és marketing

Konzulens(ek)

Mű típusa:	diplomadolgozat (NEM RÉSZLETEZETT)
Kulcsszavak:	business marketing, consumer behaviour, Perfume Industry, purchase decision, sensory marketing
SWORD Depositor:	Archive User
Felhasználói azonosító szám (ID):	Archive User
Rekord készítés dátuma:	2024. Feb. 20. 15:04
Utolsó módosítás:	2024. Feb. 20. 15:04

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