How can sensory marketing in point of sales have a negative impact on consumer behavior ?

Details

Supervisors

Jupsin, Thierry

Faculty

Louvain School of Management

Degree label

Master [120] en sciences de gestion, à finalité spécialisée

Abstract

In today's world of hyper-consumption, traditional marketing strategies are no longer sufficient to attract consumers' attention and build brand loyalty. In response, companies have had to find new ways of attracting consumers and standing out from their competitors in a crowded marketplace. Sensory marketing has become a powerful tool for attracting consumers, building brand loyalty and increasing sales. However, while the use of the five senses in the marketing field has received considerable attention, the literature often focuses on its positive impact on consumers behavior and how it contributes to both brands and consumers. There is therefore a gap in understanding the potential negative effects, unintended consequences of on consumer behavior, as well as the ethical considerations associated with sensory marketing strategies. The aim of this research is therefore to understand how the use of these techniques can have a negative impact on consumer behavior. A qualitative study, based on 10 deep interviews, was conducted to identify irritant factors and sources of resistance among consumers in the context of sensory marketing and the consequences on their behavior. A theme-content analysis proves that some factors could affect negatively the behavior of the customers. Finally, it seems important to give some recommendations that could help managers to improve their sensory strategy to enhance the overall experience of the consumers.