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2020, vol. 9, br. 17, str. 45-57
Multi-senzorski marketing
aAkademija strukovnih studija Južna Srbija, Odsek za tehnološko umetničke studije, Leskovac
bUniverzitet Metropolitan, Beograd
cn/a

e-adresamilennasavic@gmail.com, nenad.peric@metropolitan.ac.rs, radmila.savic@gmail.com
Ključne reči: čula; senzorski marketing; iskustvo; ponašanje potrošača; brendiranje; komunikacija
Sažetak
Senzorski (čulni) marketing je skup marketinških tehnika koje imaju za cilj da posredstvom čula utiču na ponašanje potrošača i način na koje donose odluke pri kupovini. U radu se raspravlja se o senzorskim marketinškim praksama kompanija, ulozi čula u percepciji potrošača i načinima na koje kompanije kreiraju svoj pristup kroz analizu reakcija. Ovaj vid marketinga zasnovan je na pretpostavci da je ponašanje potrošača pod većim uticajem afektivnih impulsa u odnosu na kognitivnu komponentu i deo je šireg trenda personalizacije brendova sa kojima je moguće ostvariti empatijsku vezu. On komunicira sa potrošačima posredstvom čula vida, sluha, ukusa, mirisa i dodira (ili kombinacijom više njih), pomoću karakterističnih boja, mirisa, ukusa, muzike, zvučnih efekata i sl. Sve intenzivnije se radi na kreiranju imerzivnog iskustvenog doživljaja, kako bi se uspostavile jače veze sa klijentima. U radu se, na brojnim primerima, analiziraju načini na koje dejstvuje ovaj marketinški metod, njegove prednosti i mane, kao i pitanja etičnosti koja okružuju ovu problematiku. Senzorski marketing znatno poboljšava lojalnost kupaca ka nekom proizvodu ili usluzi, doprinosi oblikovanju brenda i boljem razumevanju ciljne grupe potrošaca.
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O članku

jezik rada: engleski
vrsta rada: izvorni naučni članak
DOI: 10.5937/EkoIzazov2017045S
primljen: 18.07.2020.
prihvaćen: 20.07.2020.
objavljen u SCIndeksu: 04.12.2020.

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