SENSORY MARKETING AND THE EFFECT OF SENSORY INTERACTIONS ON PRODUCT PERCEPTIONS: A RESEARCH ON FABRIC SOFTENER

Year 2017, Marketing Congress Special Issue, 149 - 169, 14.06.2017

Melda Tomaş , Süleyman Barutçu

Abstract

Senses and
sensory stimulus, one of or together, influence consumer perception, judgement,
attitude and behavior, by providing consumers to make inferences about
marketing components such as product, brand and service environment. In the
last decade, marketing researchers and marketing managers  has been more interested in senses and their
awareness on senses has been increased. So, senses in marketing has been
studied under the new approach, sensory marketing. Cross-modal correspondences,
which analyze the effect of interactions of senses on consumer perception is
extensively studied in these days. In this study, the effect of the packaging
color on consumer expectations of the intensity of the scent and the softness
of the washed clothes with softener has been researched in the extent of the
effect of vision on smell and touch. As a result of the two experiments, black packaging color affects the
expectation of the intensity of the scent, but has no effect on the perception
of the intensity of the scent and the expectation of the softness of the washed
clothes with the softener. As a result, the perception of the colors that are
used in products and packages should be evaluated in context and the influence
of the colors on senses should be considered in addition to the meanings of the
colors that are widely known.

Keywords

Sensory marketing, senses, perception, packaging color

DUYUSAL PAZARLAMA VE DUYUSAL ETKİLEŞİMİN ÜRÜN ALGILAMALARINA ETKİSİ: YUMUŞATICI ÜRÜNÜNDE BİR ARAŞTIRMA

Abstract

Duyular ve
duyusal uyarıcılar, tek başına veya bir arada, tüketicilerin ürün, marka,
hizmet ortamı gibi pazarlama unsurları hakkında çıkarım yapmasını sağlayarak,
onların algılarına, değerlendirmelerine, tutumlarına ve davranışlarına etki
eder. Son yıllarda, duyusal pazarlama yaklaşımı altında ele alınan duyular
üzerine farkındalık artmıştır ve özellikle birden fazla duyunun etkileşiminin
tüketici algılarına etkilerinin incelendiği duyulararası etkileşim daha yoğun
çalışılmaktadır. Bu çalışmada, görme duyusunun koklama ve dokunma duyularına
etkileri ele alınmıştır. Bu bağlamda, birden fazla duyuya hitap eden yumuşatıcı
ürününde görsel bir uyarıcı olan siyah ambalaj renginin, kokunun yoğunluk
beklentisi, kokunun yoğunluk algısı ve çamaşırların yumuşaklık beklentisine
etkileri incelenmiştir. Araştırma
kapsamında tasarlanan iki deney sonucunda, siyah ambalaj renginin; kokunun
yoğunluk beklentisi üzerine etkisi olduğu, fakat ambalaj içindeki yumuşatıcının
kokusunun yoğunluk algısı ve çamaşırların yumuşaklık beklentisi üzerine etkisi
olmadığı bulunmuştur. Buna dayanarak, üründe veya ambalajda kullanılan
renklerin algılarının ürün kapsamında değerlendirilmesi gerektiği ve renklerin
bilinen anlamlarının yanı sıra diğer duyular üzerindeki etkilerinin
ürün/ambalaj tasarımlarında daha fazla dikkate alınması gerektiği sonucuna
varılmıştır.

Keywords

Duyusal pazarlama, algılama, duyusal etkileşim, ambalaj rengi

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