Marketing sensorial: a influência dos sentidos sensoriais na experiência do consumidor

Abstract

The constant increase in competition in a globalized world makes companies increasingly look for a differentiator compared to others in order to retain and attract new customers. This study aims to identify how sensory marketing affects the consumer experience as a strategic tool in digital and physical marketing. The applied methodology uses two exploratory qualitative researches, using a multiple case study strategy, collecting data through semi-structured questionnaires and data analysis through content analysis. A third descriptive-level quantitative research that has a non-probabilistic convenience sample, collecting data through a 5-point Likert scale survey, with data analysis using descriptive statistics. Bibliographic procedures are present in the construction of its theoretical framework. Research shows that sensory marketing positively affects the consumer experience as a strategic tool for digital and physical marketing. [resumo fornecido pelo autor]