Percorrer por autor "Tomaz, Vilma Alexandra Pires"
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- “The power of sensory marketing on consumer behaviour: a case study on textile sector”Publication . Tomaz, Vilma Alexandra Pires; Ferreira, JessicaIn today’s increasingly competitive market, organisations constantly search for innovative ways to engage consumers and stand out. In the important and wide topic of Marketing, Sensory Marketing has come up as a powerful tool, especially in industries where sensory experiences can significantly influence purchasing behaviour. The textile sector, with its emphasis on touch, sight, and other sensory stimuli, offers a unique context to explore the effectiveness of such marketing strategies. It is based on this idea that leads us to the aim of this study, to focus on understanding the role those various sensory elements such as touch, scent, sight, and sound play in shaping consumer behaviour. Specifically, it seeks to determine which sensory factors have the most considerable influence on driving purchase intentions and enhancing the overall shopping experience, having as a starting question “which sensory stimuli most effectively impact purchasing decisions in textile retail environments?”. To answer this, a quantitative research approach was adopted, focusing on how sensory elements such as touch, sight, scent, and sound affect consumer purchase decisions. For data collection, the structured questionnaire survey was the technique used, targeting consumers who frequently shop for textiles both in-store and online. Respondents were asked to evaluate their sensory experiences and how these influenced their buying decisions. The data was then processed and analysed using SPSS software, allowing for a detailed examination of trends, correlations, and the relative impact of different sensory stimuli on purchasing behaviour. The findings of this research will provide valuable insights for textile retailers looking to optimise their sensory marketing strategies, helping them stand out in a competitive environment and better meet the evolving needs of their customers.