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A Cluster Analysis of Senses Effects on Consumer Behavior. Lessons for Businesses

Author

Listed:
  • Ioana-Octavia BRÃTULESCU

    (The Bucharest University of Economic Studies, Romania)

  • Simona VASILACHE

    () (The Bucharest University of Economic Studies, Romania)

Abstract

The paper tests the correlation between sensorial marketing and consumer behavior. Most of our buying decisions, in practice, are based on emotions, rather than rationality. Using an experimental design, we have tested the influence of human senses, under various stimuli, on purchasing behavior of selected customers. We have also tested the features of chocolate related to the idea of tenderness, in the consumers’ minds. The findings revealed that customers are less influenced by visual stimuli, reacting more to texture and packaging.

Suggested Citation

  • Ioana-Octavia BRÃTULESCU & Simona VASILACHE, 2014. "A Cluster Analysis of Senses Effects on Consumer Behavior. Lessons for Businesses," REVISTA DE MANAGEMENT COMPARAT INTERNATIONAL/REVIEW OF INTERNATIONAL COMPARATIVE MANAGEMENT, Faculty of Management, Academy of Economic Studies, Bucharest, Romania, vol. 15(3), pages 343-359, July.
  • Handle: RePEc:rom:rmcimn:v:15:y:2014:i:3:p:343-359
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    References listed on IDEAS

    as
    1. Yoon, Sung-Joon & Park, Ji Eun, 2012. "Do sensory ad appeals influence brand attitude?," Journal of Business Research, Elsevier, vol. 65(11), pages 1534-1542.
    2. Tsai, Shu-pei, 2005. "Integrated marketing as management of holistic consumer experience," Business Horizons, Elsevier, vol. 48(5), pages 431-441.
    3. Alexandru Ionut ROJA & Alexandru Marian NASTASE, 2012. "Perspectives and Distinctive Particularities of Collaborative Networks," REVISTA DE MANAGEMENT COMPARAT INTERNATIONAL/REVIEW OF INTERNATIONAL COMPARATIVE MANAGEMENT, Faculty of Management, Academy of Economic Studies, Bucharest, Romania, vol. 13(4), pages 501-510, October.
    Full references (including those not matched with items on IDEAS)

    More about this item

    Keywords

    sensorial marketing; consumer behavior; cluster analysis; experimental design.;

    JEL classification:

    • M30 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - General
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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