Primjena osjetilnog marketinga u kontekstu kupovnog ponašanja

undergraduate thesis

• Title (english): Application of sensory marketing in the context of the purchasing behaviour
• Author: Ana Joskić
• Mentor: Andrea Lučić (mentor)
• Granter: University of Zagreb; Faculty of Economics and Business; (Department of Marketing); Zagreb
• Defense date and country: 2024-06-24, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics; Marketing

Abstract

Osjetilni marketing koristi čula za stvaranje emocionalne povezanosti između potrošača i proizvoda, povećavajući angažman, emocionalnu reakciju i odluke o kupovini. Marketinški stručnjaci koriste neuromarketing za bolje razumijevanje potrošačkih reakcija i kreiranje autentičnih, emocionalno značajnih priča koje povezuju potrošače s markom. Emocionalne veze i percepcije ključne su u donošenju odluka, pa je važno pažljivo oblikovati kampanje koje izazivaju pozitivne reakcije. Zadovoljstvo potrošača i njihova lojalnost ključni su za dugoročni uspjeh, što se postiže stvaranjem ugodnog iskustva. Osjetilni marketing omogućava diferencijaciju na tržištu i povećanje prodaje kroz inovativne podražaje koji privlače pažnju i ostavljaju trajan dojam.

Abstract (english)

Sensory marketing uses the senses to create an emotional connection between consumers and products, increasing engagement, emotional response, and purchasing decisions. Marketing experts use neuromarketing to better understand consumer reactions and create authentic, emotionally significant stories that connect consumers with brands. Emotional bonds and perceptions are crucial in decision-making, so it is important to carefully design campaigns that evoke positive reactions. Customer satisfaction and loyalty are key to long-term success, achieved by creating a pleasant experience. Sensory marketing enables differentiation in the market and increases sales through innovative stimuli that attract attention and leave a lasting impression.

• Keywords: osjetilni marketing; ponašanje potrošača; marketinške strategije
• Keywords (english): sensory marketing; consumer behvaiour; marketing strategies
• Language: croatian
• URN:NBN: urn:nbn:hr:148:373251
• Study programme: Title: /; Study programme type: professional; Study level: undergraduate; Academic / professional title: prvostupnik (baccalaureus) ekonomije/prvostupnica (baccalaurea) ekonomije (prvostupnik (baccalaureus) ekonomije/prvostupnica (baccalaurea) ekonomije)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Access restricted to students and staff of home institution
• Created on: 2024-06-24 13:45:15