تأثير التَّسويق الحسِّي في السُّلوك الشِّرائي للمستهلك "دراسة ميدانيَّة في مراكز التَّسُّوق في مدينة دمشق"

Abstract

     The main objective of the research was to determine the effect of sensory marketing in its dimensions (visual marketing, audio marketing, olfactory marketing, tactile marketing, gustatory marketing) on the purchasing behavior of consumers in shopping centers operating in Damascus.

     The researcher distributed (400) questionnaires to a facilitated sample of consumers in shopping centers operating in Damascus. All distributed questionnaires were retrieved, and (15) questionnaires were excluded because their data were not complete. Thus, the number of questionnaires that were completed was (385). The researcher analyzed the data using statistical analysis software (SPSS 25).

     From the results reached by the researcher: There is a statistically significant effect for all dimensions of sensory marketing (visual marketing, auditory marketing, olfactory marketing, tactile marketing, gustatory marketing) on the purchasing behavior of consumers in shopping centers operating in Damascus. The researcher also made a number of recommendations, including: Focusing on the taste of foods and drinks, as it is the first factor that attracts consumers. Stimulating and stimulating the sense of sight through the designs of products and places where they are sold through attractive decorations and the use of colors that are soothing to the eye. Stimulating the sense of smell by paying attention to the smells of products and places where they are sold and displayed because of their strong impact on consumers. Stimulating and arousing the sense of hearing among consumers by paying attention to the quality of soothing music that creates a state of relaxation and recreation. Emphasizing greater stimulation of the sense of touch, by taking care of everything the customer touches, from the time the customer enters the store until he leaves it. risks