Purpose: The purpose of this study is to analyze the application of sensory marketing in malls. Problem discussion: The competition between malls is increasing, where visitors are increasing demands on the shopping malls layout. Shopping malls surface and its atmosphere becomes essential in the design of a mall so it will be attractive enough. Sensory marketing can be an appropriate method to stand out from the crowd and attract visitors. Sensory marketing is a process of engaging visitor’s senses to create a strong relationship between the brand and visitors. When the five senses are stimulated it creates a relationship with the brand on more levels, which in turn contribute towards that the customer is willing to spend more money on the brand. Theory: The theory includes a presentation of sensory marketing, the human five senses: hearing, sight, touch, smell and taste, brands and a model of the holistic pentagon. Method: The study is both quantitative and qualitative. A triangulation will be applied consisting of interviews, survey and observations. The data were analyzed using selected theories. Results and conclusion: The result of the paper shows that sensory marketing, stimulation of the human five senses contribute to an increased positive attitude towards the brand. Application of sensory marketing is therefore a good way to differentiate itself from competitors.
| Identifer | oai:union.ndltd.org:UPSALLA1/oai:DiVA.org:sh-22481 |
| Date | January 2013 |
| Creators | Gestlöf, Sandra, Hendsel, Maria |
| Publisher | Södertörns högskola, Institutionen för samhällsvetenskaper, Södertörns högskola, Institutionen för samhällsvetenskaper |
| Source Sets | DiVA Archive at Upsalla University |
| Language | Swedish |
| Detected Language | English |
| Type | Student thesis, info:eu-repo/semantics/bachelorThesis, text |
| Format | application/pdf |
| Rights | info:eu-repo/semantics/openAccess |
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