Сензорен маркетинг в България
Sensory Marketing in Bulgaria

Author(s): Valentina Makni, Monika Georgieva
Subject(s): Economy, Marketing / Advertising
Published by: Университет за национално и световно стопанство (УНСС)
Keywords: Sensory Marketing; Multisensory Experience; Sensory Stimuli; Consumer Behaviour; Bulgaria
Summary/Abstract: The subject of this study is sensory marketing in Bulgaria and multisensory experience in the buying process in different retailers and services. Our goal is to assess the customers’ sensory perceptions in the purchasing process and their importance for the consumer behaviour. Through descriptive analysis we prove the significance of all senses in the buying process, hence the affirmation of multisensory impact strategy on human senses. Through principal components analysis (PCA) we explain the relationship among the five variables (sight, sound, smell, taste, touch) by reducing them to a smaller number of factors. The obtained results provide guidelines for the search for marketing approaches by companies for а complex engagement of sensory stimuli in order to increase consumer value.

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