The factors influencing sensory marketing in non-food retail

Abstract

At present, sensory marketing is mainly used in food retailing, where sellers are trying to influence all the senses. In non-food retailing sellers are concentrating on music (hearing), and on store's appearance (sight). Because competition is still growing, it is important to learn how to differentiate from competitors in areas than just in prices, services and advertisement. It is important to focus on making the customer feel comfortable in the shop. For this we use instore communication, when one of the tools is sensory marketing, which is focusing on five human senses - taste, touch, smell, hearing, sight. Main goal of paper is to describe literature review from available literary sources, find gaps in literature review and outline a future research of sensory marketing in non-food retail. First part is focusing on sensory marketing and it's using in non-food retailing. Next part of work is dealing with senses, how they work without using another sense. Every sense is analysed, what is for specific sense pleasing and what is not pleasing. How some incentives act on sense etc. In the last chapter will be presented research questions, limitation and graphically outlined steps of research.