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THE ANALYSIS OF SENSORY MARKETING ITEMS IN SUPERMARKETS AND HYPERMARKETS

Yıl 2018, Sayı: 13, 322 - 340, 01.02.2018

Öz

To increase of competition, today’s supermarkets and hypermarkets not only to meet the the consumers but also to to get help from various disciplines to show their differences and make a differences from the competition. In this era, the effects of developing technology and the impact of globalization . In this age competitive advantage is necessary to create and capture the difference and also to make a difference, the progress of businesses through sensory items is a critical differentiating criterion. Influencing consumers' decisions and attracting the consumer brand are among the main objectives of the companies. While the consumers give their purchasing decisions, they also brings in their senses as well as the mind. The importance of sensory marketing appealing to the five senses is increasing day by day. In the current literature, researchers agree that stimulus senses are effective on consumer buying behavior, brand and product perception. In this study; the analysis of the sensory marketing items used in supermarkets and hypermarkets sight, hearing, smell, touch and taste was done.

Kaynakça

  • Aılawadi, K. L. ve Keller, K.L., “Understanding Retail Branding: Conceptual Insights and Re- search Priorities”, Journal of Retailing, Cilt: 80, 2004, s. 331-342
  • Aitamer, G., Zhou, Q., (2011). Motives and Guidance for the Use of Sensory Marketing in Retail- ing. Karlstad Business School, Master's Thesis.
  • Arık, B. (2010). Alışveriş Merkezleri ve Rasyonel Büyüleme Stratejileri”. Akdeniz İletişim Dergi- si. C/S. 13 (1), 211-233.
  • Arslan, M., Bayçu, S (2006). Mağaza Atmosferi, Eskişehir, Anadolu Üniversitesi Yayınları
  • Aslan, A., Topaloğlu, C., Kılıç, B., Yozukmaz, N. (2017). Yiyecek ve İçecek İşletmelerinde Duyu- sal Pazarlama Uygulamaları, Journal of Tourism and Gastronomy Studies 5/Special is- sue 2 287-300.
  • Chebat, J.C., Michon, R. (2003). Impact of ambient odors on mall shoppers ‘emotions, cognition, and spending a test of competitive causal theories. Journal of Business Research, 56, 529– 539.
  • Değermen Erenkol, H.A., Ak M., (2015). Sensory Marketing, Journal of Administrative Sciences and Policy Studies, vol.3, no.1, pp.1-26
  • East, R., Hammond, K. ve Harıs Patrıcia, W. (2000). First-store loyalty and retention, Journal of Marketing Management, 16, 307-325.
  • Gallace, A., Zeeden, S., Röder, B., & Spence, C. (2010). Lost in the move? Secondary task per- formance impairs tactile change detection on the body. Consciousness and Cognition, 19, 215-229.
  • Grębosz, M. Wrońska, B., (2012) Sensory Impact On Customer Behaviour. Konsumpcja I Rozwój Nr 2/2012- 67-77
  • Grzybowska-Brzezińska M., Rudzewicz A. ,Kowalkowski A. (2013) . Sensory marketing and customers’ decisions on the food market. Socio-economic research bulletin, Issue 3 (50), p.1
  • Healy,M., Beverland, M., Oppewal, H., Sands, S. (2007). Understanding Retail Experiences – The case for ethnography. International Journal of Market Research, 49(6), 751-778.
  • Herrington, J. D. (1996). Effects of Music in Service Environments: A Field Study. Journal of Services Marketing, 10.2, 26-42.
  • Hulten, B., Broweus, N., Dijk, M., V., (2009). Sensory Marketing, Palgrave Macmillan Publica- tion, Usa.
  • Hulten, B. (2012). Sensory Cues and Shoppers’ Touching Behaviour: The Case of IKEA. Interna- tional Journal of Retail & Distribution Management, 40(4): 273-289.
  • Hussain, S., (2014) The Impact Of Sensory Branding (Five Senses) On Consumer: A Case Study On KFC (Kentucky Fried Chicken), International Journal of Research in Business Man- agement Vol. 2, Issue 5, May 2014, 47-56
  • İçli, G.E., Çopur, M.E. (2008). Pazarlama İletişiminde Renklerin Rolü, Trakya Üniversitesi Sosyal Bilimler Dergisi, 10(1), 1-21.
  • Kellaris, J. J., & Kent, R. J. (1993). An exploratory investigation of responses elicited by music varying in tempo, tonality and texture. Journal of Consumer Psychology, 2(4), 381- 401.http://dx.doi.org/10.1016/S1057-7408(08)80068-X
  • Jayakrishnan S.(2013). Creating brand identity using human senses. Asia Pacific Journal of Re- search‚ 2(8), 223-228 - http://ssrn.com/abstract=2346045.
  • Krishna, A. (2010). Sensory marketing: Research on the sensuality of products. New York: Routledge.
  • Manenti., M. (2013). An analysis of the sensorial marketing methods in the fashion retail sector. Master’s Thesis, Dublin Business School- Ireland
  • Randhir, R., Latasha, K. (2016). Analyzing the Impact of Sensory Marketing on Consumers: A Case Study of KFC. Journal of US-China Public Administration, April 2016, Vol. 13, No. 4, 278-292
  • Spangenberg, E., Crowley, A.., Hendersen, P.W. (1996). Improving the Store Environment: Do Olfactory Cues Affect Evaluations and Behaviors?. Journal Of Marketing, Vol:60 April, ss:67-80
  • Tek, Ö.B., Özgül,E. (2013). Modern Pazarlama İlkeleri Uygulamalı Yönetimsel Yaklaşım (4. Ba- sım). İzmir: Birleşik Matbaacılık.
  • Underhill, P. (2000). İnsanlar Neden Alışveriş Yapar? Çev. Ekin Duru. Sabah Kitapları. İstanbul.
  • Valenti, C., Riviere, J. (2008). Marketing Dissertation: The Concept of Sensory Marketing. Halm- stad.
  • Yalch, R.F., Spangenberg, E., (1990). Effects of Store Music on Shopping Behaviour, Journal of Service Marketing, 4(Winter), s:31-39
  • Yeniçeri Alemdar, M. (2010.) Deneyimsel Pazarlamada Alışveriş Atmosferinin Tüketici Davra- nışları Üzerindeki Etkisi, Ege Üniversitesi Sosyal Bilimler Enstitüsü Halkla İlişkiler ve Tanıtım Anabilim Dalı Doktora Tezi: İzmir

SÜPERMARKET-HİPERMARKETLERDE KULLANILAN DUYUSAL PAZARLAMA ÖĞELERİNİN ANALİZİ

Yıl 2018, Sayı: 13, 322 - 340, 01.02.2018

Öz

Günümüzde rekabetin artmasıyla birlikte süpermarketler ve hipermarketler tüketicilerin ihtiyaçlarını karşılamanın yanı sıra rakiplerinden farklarını göstermek ve onlardan ayrılmak için farklı disiplinlerden yardım almaktadır. Gelişen teknoloji ve küreselleşme ile rekabet avantajı yakalamanın ve farklılık yaratmanın zorunlu olduğu bu çağda, işletmelerin duyusal öğeler üzerinden ilerlemesi önemli bir farklılaşma kriteri olarak karşımıza çıkmaktadır. Tüketicilerin kararlarını etkilemek ve tüketiciye markasını çekici göstermek firmaların temel amaçları arasındadır. Tüketiciler satın alma kararlarını verirken aklın yanı sıra duyularını da devreye sokmaktadır. Beş duyuya hitap eden duyusal pazarlamanın önemi her geçen gün artmaktadır. Mevcut literatürde, araştırmacılar uyarıcı duyuların tüketici satın alma davranışı, marka ve ürün algısı üzerinde etkili olduğunu kabul etmektedir. Bu çalışmada; süpermarket ve hipermarketlerde kullanılan duyusal pazarlama öğelerinin görme, işitme, koku alma, dokunma ve tatma analizi yapılmıştır.

Kaynakça

  • Aılawadi, K. L. ve Keller, K.L., “Understanding Retail Branding: Conceptual Insights and Re- search Priorities”, Journal of Retailing, Cilt: 80, 2004, s. 331-342
  • Aitamer, G., Zhou, Q., (2011). Motives and Guidance for the Use of Sensory Marketing in Retail- ing. Karlstad Business School, Master's Thesis.
  • Arık, B. (2010). Alışveriş Merkezleri ve Rasyonel Büyüleme Stratejileri”. Akdeniz İletişim Dergi- si. C/S. 13 (1), 211-233.
  • Arslan, M., Bayçu, S (2006). Mağaza Atmosferi, Eskişehir, Anadolu Üniversitesi Yayınları
  • Aslan, A., Topaloğlu, C., Kılıç, B., Yozukmaz, N. (2017). Yiyecek ve İçecek İşletmelerinde Duyu- sal Pazarlama Uygulamaları, Journal of Tourism and Gastronomy Studies 5/Special is- sue 2 287-300.
  • Chebat, J.C., Michon, R. (2003). Impact of ambient odors on mall shoppers ‘emotions, cognition, and spending a test of competitive causal theories. Journal of Business Research, 56, 529– 539.
  • Değermen Erenkol, H.A., Ak M., (2015). Sensory Marketing, Journal of Administrative Sciences and Policy Studies, vol.3, no.1, pp.1-26
  • East, R., Hammond, K. ve Harıs Patrıcia, W. (2000). First-store loyalty and retention, Journal of Marketing Management, 16, 307-325.
  • Gallace, A., Zeeden, S., Röder, B., & Spence, C. (2010). Lost in the move? Secondary task per- formance impairs tactile change detection on the body. Consciousness and Cognition, 19, 215-229.
  • Grębosz, M. Wrońska, B., (2012) Sensory Impact On Customer Behaviour. Konsumpcja I Rozwój Nr 2/2012- 67-77
  • Grzybowska-Brzezińska M., Rudzewicz A. ,Kowalkowski A. (2013) . Sensory marketing and customers’ decisions on the food market. Socio-economic research bulletin, Issue 3 (50), p.1
  • Healy,M., Beverland, M., Oppewal, H., Sands, S. (2007). Understanding Retail Experiences – The case for ethnography. International Journal of Market Research, 49(6), 751-778.
  • Herrington, J. D. (1996). Effects of Music in Service Environments: A Field Study. Journal of Services Marketing, 10.2, 26-42.
  • Hulten, B., Broweus, N., Dijk, M., V., (2009). Sensory Marketing, Palgrave Macmillan Publica- tion, Usa.
  • Hulten, B. (2012). Sensory Cues and Shoppers’ Touching Behaviour: The Case of IKEA. Interna- tional Journal of Retail & Distribution Management, 40(4): 273-289.
  • Hussain, S., (2014) The Impact Of Sensory Branding (Five Senses) On Consumer: A Case Study On KFC (Kentucky Fried Chicken), International Journal of Research in Business Man- agement Vol. 2, Issue 5, May 2014, 47-56
  • İçli, G.E., Çopur, M.E. (2008). Pazarlama İletişiminde Renklerin Rolü, Trakya Üniversitesi Sosyal Bilimler Dergisi, 10(1), 1-21.
  • Kellaris, J. J., & Kent, R. J. (1993). An exploratory investigation of responses elicited by music varying in tempo, tonality and texture. Journal of Consumer Psychology, 2(4), 381- 401.http://dx.doi.org/10.1016/S1057-7408(08)80068-X
  • Jayakrishnan S.(2013). Creating brand identity using human senses. Asia Pacific Journal of Re- search‚ 2(8), 223-228 - http://ssrn.com/abstract=2346045.
  • Krishna, A. (2010). Sensory marketing: Research on the sensuality of products. New York: Routledge.
  • Manenti., M. (2013). An analysis of the sensorial marketing methods in the fashion retail sector. Master’s Thesis, Dublin Business School- Ireland
  • Randhir, R., Latasha, K. (2016). Analyzing the Impact of Sensory Marketing on Consumers: A Case Study of KFC. Journal of US-China Public Administration, April 2016, Vol. 13, No. 4, 278-292
  • Spangenberg, E., Crowley, A.., Hendersen, P.W. (1996). Improving the Store Environment: Do Olfactory Cues Affect Evaluations and Behaviors?. Journal Of Marketing, Vol:60 April, ss:67-80
  • Tek, Ö.B., Özgül,E. (2013). Modern Pazarlama İlkeleri Uygulamalı Yönetimsel Yaklaşım (4. Ba- sım). İzmir: Birleşik Matbaacılık.
  • Underhill, P. (2000). İnsanlar Neden Alışveriş Yapar? Çev. Ekin Duru. Sabah Kitapları. İstanbul.
  • Valenti, C., Riviere, J. (2008). Marketing Dissertation: The Concept of Sensory Marketing. Halm- stad.
  • Yalch, R.F., Spangenberg, E., (1990). Effects of Store Music on Shopping Behaviour, Journal of Service Marketing, 4(Winter), s:31-39
  • Yeniçeri Alemdar, M. (2010.) Deneyimsel Pazarlamada Alışveriş Atmosferinin Tüketici Davra- nışları Üzerindeki Etkisi, Ege Üniversitesi Sosyal Bilimler Enstitüsü Halkla İlişkiler ve Tanıtım Anabilim Dalı Doktora Tezi: İzmir
Toplam 28 adet kaynakça vardır.

Ayrıntılar

Birincil Dil Türkçe
Bölüm Research Article
Yazarlar

Hüseyin Güven

Yayımlanma Tarihi 1 Şubat 2018
Yayımlandığı Sayı Yıl 2018 Sayı: 13

Kaynak Göster

APA Güven, H. (2018). SÜPERMARKET-HİPERMARKETLERDE KULLANILAN DUYUSAL PAZARLAMA ÖĞELERİNİN ANALİZİ. Kesit Akademi Dergisi(13), 322-340.