Shopping behaviour and sensory marketing: an analysis of their influence on fashion shoppers
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Abstract
Faced with increasingly better informed and more demanding consumers, who are also looking for their purchase to become an experience, and the growing importance of onlineshopping portals compared to physical retail, it is necessary to develop strategies at the point of sale to attract shoppers and keep them coming back, not only to make a purchase but also to spend time in the shop. In this sense, one of the big differences (if not the strongest point) between the physical shop and the online store is the physical experience of being able to touch and feel the product. The shop should not only be understood as a point of sale but should also be configured as space where to live experiences. Furthermore, it is here, integrated within the trade marketing strategy, where the senses' marketing takes on special relevance. Based on this premise, this research focuses on the study of sensory marketing used by the Inditex group's fashion shops and, more specifically, the influence that the use of these techniques has on the purchasing behaviour of consumers and how they perceive the generation of experiences. For this purpose, the survey's quantitative methodology will be applied to a sample of the population whose responses are studied using SPSS statistical software. The results show that, although the use of these techniques has a positive influence on consumers from the point of view of the shopping experience, they do not influence them in the final purchase decision.
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