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

Ioana-Octavia Brãtulescu and Simona Vasilache ()
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Ioana-Octavia Brãtulescu: The Bucharest University of Economic Studies, Romania
Simona Vasilache: The Bucharest University of Economic Studies, Romania

REVISTA DE MANAGEMENT COMPARAT INTERNATIONAL/REVIEW OF INTERNATIONAL COMPARATIVE MANAGEMENT, 2014, vol. 15, issue 3, 343-359

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.

Keywords: sensorial marketing; consumer behavior; cluster analysis; experimental design. (search for similar items in EconPapers)
JEL-codes: M30 M31 (search for similar items in EconPapers)
Date: 2014
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Citations: View citations in EconPapers (1)

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Persistent link: https://EconPapers.repec.org/RePEc:rom:rmcimn:v:15:y:2014:i:3:p:343-359

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