Sinnesmarknadsföring
En jämförelse mellan två galleriors tillämpning av sinnesmarknadsföring
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.