Rola marketingu sensorycznego w kreowaniu zachowań konsumentów
Impact of Sensory Marketing on Consumer Purchase

Summary/Abstract: The article is devoted to the role of sensory marketing and its impact on customer behaviour. The author described the opportunities to influence the purchasing decisions of customers through marketing activities that influence human senses such as taste, sight, touch, hearing and smell. The sensory marketing focus on how sensory inputs can influence the customer experiences. Its goal is to deliver customers satisfaction and pleasure. In comparison to the traditional forms of promotion such as advertising, sponsorship and public relations the role of sensory marketing is systematically increasing. It is highly possible that in the future marketing actions will become even more sophisticated and will affect the customers’ subconscious.

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