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Sinnesmarknadsföring: En undersökning av dagligvarubranschens användning av sinnesmarknadsföring
Södertörn University, School of Social Sciences.
2015 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [sv]

Syfte: Uppsatsen syftar till att undersöka utvecklingen av sinnesmarknadsföring genom att ta reda på hur det används av företag inom dagligvarubranschen.  

Metod: Studien har en kvalitativ forskningsstrategi. Fem intervjuer och tio observationer utfördes som metod i undersökningen. Intervjuerna utfördes på fem anställda på olika dagligvarubutiker i Solna, och samma butiker observerades under två tillfällen. Urvalet valdes utifrån ett bekvämlighetsurval.  

Slutsatser: Sinnesmarknadsföring är ett relativt okänt begrepp. Synen är människans största sinne och därför riktas marknadsföringen främst mot visuella uttryck. I den här undersökningen har det visat sig att lukten är ett lika viktigt sinne, eftersom att dofter har förmågan att väcka minnen och även stimulera de övriga sinnena. ICA Maxi var den enda butik av samtliga undersökta, som skapade en multisensorisk varumärkesupplevelse där alla sinnen samarbetade.

Abstract [en]

Purpose: The purpose of this study is to examine Sensory marketing by finding out how it is used by companies in the retail industry.

Method: The study has a qualitative research strategy. Five interviews and ten observations were carried out as method for the research. The interviews were conducted with five employee at various grocery stores in Solna, the stores were also observed during two occasions. They were selected based on a convenience sample.

Conclusion: Sensory marketing is a relatively unknown term. The sight is our biggest sense, therefore are marketers primarily targeting visual expressions. This study has shown that the smell is an important sense, because its ability to evoke memories and stimulate the other senses as well. ICA Maxi was the only store of all investigated who had created a multisensory brand experience where all senses cooperated.    

Place, publisher, year, edition, pages
2015. , 66 p.
Keyword [en]
Sensory Marketing, multi-sensory brand experience, senes, sight, hearing, smell, taste, touch
Keyword [sv]
Sinnesmarknadsföring, Multisensorisk varumärkesupplevelse, sinnen, syn, hörsel, lukt, smak, känsel
National Category
Business Administration
Identifiers
URN: urn:nbn:se:sh:diva-28021OAI: oai:DiVA.org:sh-28021DiVA: diva2:844021
Subject / course
Business Studies
Uppsok
Social and Behavioural Science, Law
Supervisors
Examiners
Available from: 2015-08-05 Created: 2015-08-03 Last updated: 2015-08-18Bibliographically approved

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CiteExportLink to record
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Citation style
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
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  • nn-NO
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  • Other locale
More languages
Output format
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