DUYUSAL PAZARLAMA VE KONAKLAMA İŞLETMELERİNİN YİYECEK İÇECEK DEPARTMANLARINDA BİR UYGULAMA

Year 2020, Issue: 1 - 19th International Business Congress Special Issue, 375 - 399, 25.12.2020

Kenan Güllü , Kumru Uyar , Miray Gülsoy

https://doi.org/10.18070/erciyesiibd.846551

Abstract

Duyusal uyarım hem etrafımızdaki dünyayı nasıl algıladığımızı hem de ona nasıl tepki verdiğimizi şekillendiren temel unsurdur. Günümüz şiddetli rekabet ortamında, duyusal pazarlama konusu rekabet avantajı kazanmak için etkili bir strateji olarak dikkatleri çekmektedir. Bu çalışmada beş duyu organının tüketicilerin satın alma kararları üzerindeki etkisi araştırılmıştır. Görme, işitme, koklama, tat alma ve dokunma algılarının satın alma kararlarını etkilemede pozitif yönde etkisini olduğu, hipotezlerinin doğruluğu, araştırılmış olup, araştırmada; 320 kişiye anket uygulanmış, elde edilen veriler yapısal eşitlik analizi ile değerlendirilmiştir. Ayrıca duyusal özelliklere verilen önemin demografik değişkenlere göre farklılık gösterip göstermediğini tespit etmek amacıyla da analizler yapılmıştır. Yapılan analizler sonucunda; Koklama, İşitme, Görme, Tatma ve Dokunma duyularının tamamının satın alma kararlarında yüksek ölçüde etkili olduğu kanıtlanmıştır.

Keywords

Duyusal Pazarlama, Beş Duyu, Yiyecek İçecek Departmanı

AN APPLICATION IN FOOD AND BEVERAGE DEPARTMENTS OF ACCOMMODATION ENTERPRISES

Abstract

Sensory stimulation is what shapes both how we perceive the world around us and how we react to it. In today's extreme competition environment, the sensory marketing issue attracts attention as an effective strategy for gaining competitive advantage. In this study, the effect of five senses on purchasing decisions of consumers was investigated. vision, hearing, smell, taste and touch perceptions have a positive effect on purchasing decisions, hypothesis accuracy has been investigated. A questionnaire was applied to 320 people and the data were evaluated with structural equation analysis. In addition, analyzes were made to determine whether the importance given to sensory characteristics differed according to demographic variables. As a result of the analysis; The entire sense of smell, hearing, sight, tasting and touch has proven to be highly effective in making purchasing decisions.

Keywords

Sensory Marketing, Five Senses, Purchasing Decisions

References

• Amsteus, M., Wallin, E., Al-Shaaban, S. ve Sjöqvist, S. (2015). Colors in marketing: a study of color associations and context in dependence. International Journal of Business and Social Science, 6(3), 32-45.
• Balaji, M. S., Raghavan, S., ve Jha, S. (2011). Role of tactile and visual inputs in product evaluation: a multisensory perspective. Asia Pacific Journal of Marketing and Logistics, 23(4), 513-530.
• Ballantyne, R., Packer, J., ve Sutherland, L. A. (2011). Visitors‟ memories of wildlife tourism: Implications for the design of powerful interpretive experiences. Tourism Management, 32(4), 770-779.
• Batı, U. (2012). Markethink ya da Farkethink, Deneyimsel Pazarlama ve Duyusal Markalama . İyi Yayınları, İstanbul.
• Berry L.L. ve Carbone L.P. (2002). Haeckel SH. Managing the total customer experience. MIT Sloan Manag Rev, 43(3),85-89.
• Bellizzi, J. A. ve Hite, R. E. (1992). Environmental color, consumer feelings, and purchase likelihood. Psychology & marketing, 9(5), 347-363.
• Bozpolat, C. (2017). Mağaza atmosferinin tüketici tercihindeki önemi. The Journal of Social Science, 1, 94-103.
• Caldwell, C. ve Hibbert, S. A. (2002). The influence of music tempo and musical preference on restaurant patrons' behavior. Psychology & Marketing, 19(11), 895-917.
• Calvert, G.A. ve Thesen, T. (2004). Multisensory integration: methodological approaches and emerging principles in the human brain. Journal of Physiology-Paris, 98(1-3), 191-205.
• Costa, M.F., Patricia, Z.N., R. Jessica, A., ve Maria, G.V. (2012). Sensory marketing: consumption experience of the Brazilian in the restaurant industry. International Journal of Business Strategy, 12(4), 165-171.
• Çakır, S.Y. (2010). Markaların Duyular Yoluyla Şekillenmesi:Duyusal Markalama. Erciyes İletişim Dergisi, 1(4), 39-62.
• Erenkol, A. ve Ak, M. (2015). Sensory marketing. Journal of Administrative Sciences and Policy Studies, 3(1), 1-26.
• Gallace, A., Zeeden, S., Röder, B., ve Spence, C. (2010). Lost in the move? Secondary task performance impairs tactile change detection on the body. Consciousness and cognition, 19(1), 215-229.
• Géci, A., Nagyová, Ľ., ve Rybanská, J. (2017). Impact of sensory marketing on consumer´ s buying behaviour. Potravinarstvo Slovak Journal of Food Sciences, 11(1), 709-117.
• Gretzel, U. ve Fesenmaier, D. (2010). Capturing sensory experiences through semi-structured elicitation questions. The tourism and leisure experience: Consumer and managerial perspectives, 137-160.
• Gülmez, E. (2017). Marka tercihinde duyuların rolü: Starbucks ve Kahve dünyası markalarının duyusal markalama açısından karşılaştırılması. Gümüşhane Üniversitesi İletişim Fakültesi Elektronik Dergisi, 5(1), 59-84.
• Gürdin, B. (2019). Kokunun tüketici satın alma davranışı üzerindeki etkisi. İşletme Araştırmaları Dergisi, 11(3), 2160-2175.
• Güven, H. (2018). Süpermarket-hipermarketlerde kullanılan duyusal pazarlama öğelerinin analizi. Kesit Akademi Dergisi, 4(13), 322-340.
• Güzel, Ö. (2013). Duyu tabanlı pozitif yüklü duygu ve hislerin satın alma sonrası eğilimlere etkisi: alman turistler üzerinde bir araştırma. Anatolia: Turizm Araştırmaları Dergisi, 24(2), 226 – 236.
• Hagtvedt, H., ve Patrick, V.M. (2008). Art infusion: The influence of visual art on the perception and evaluation of consumer products. Journal of Marketing Research, 45(3), 379-389.
• Henderson, P.W., Cote, J.A., Leong, S.M. ve Schmitt, B. (2003), Building strong brands in Asia: selecting the visual components of image to maximise brand strength. International Journal of Research in Marketing, 20, 207-13.
• Hulten, B., Broweus, N. ve Dijk, M. (2009). What is sensory marketing Erişim adresi https://link.springer.com/chapter/10.1057/9780230237049_1.
• Hulten, B. (2011). Sensory cues and shoppers touching behaviour: the case of Ikea. International Journal of Retail & Distribution Management, 40, 273-289.
• Ifeanyichukwu, C. ve Peter, A.(2018). The role of sensory marketing in achieving customer patronage in fast food restaurants in Awka. İnternational Research Journal of Management, IT and Social Scieces, 5(2), 155-163.
• Jacob, C., Stefan, J. ve Guéguen, N. (2014). Ambient scent and consumer behavior: a field study in a florist's retail shop. The International Review of Retail, Distribution and Consumer Research, 24(1), 116-120.
• Kalay, G. (2019). Duyusal pazarlamanın tüketici tercihleri ve demografik değişkenler ile ilişkisi üzerine bir çalışma (Yüksek Lisans Tezi). Başkent Üniversitesi, Sosyal Bilimler Enstitüsü.
• Krisna, A. (2011). An integrative rewiew of sensory marketing: engaging the senses to affect perception judgment and behaviour. Journal of Consumer Psychology, 22, 332-351.
• Krisna, A., Cian, L. ve Aydınoğlu, N. (2017). Sensory aspects of package design. Journel of Retailing, 9, 43-54.
• Krishna, A., Cian, L. ve Sokolova, T. (2016). The power of sensory marketing in advertising. Current Opinion in Psychology, 10, 142-147.
• Labrecque, L. I. ve Milne, G. R. (2012). Exciting red and competent blue: the importance of color in marketing. Journal of the Academy of Marketing Science, 40(5), 711-727.
• Lawless, H. (1990). The sense of smell in food quality and sensory evaluation. Journal of Food Quality, 14, 33-60.
• Lindstrom, M. (2005). Broad sensory branding. Journal of Product & Brand Management. 14 (2), 84-87. Eriim adresi https://doi.org/10.1108/10610420510592554.
• Meyers-Levy, J., Bublitz, M. G., ve Peracchio, L. A. (2009). The sounds of the marketplace. Sensory marketing: Research on the sensuality of products, 137-156.
• Moreira, A., Fortes, N. ve Santiago, R. (2016). Influence of sensory stimuli on brand experience, brand equity and purchase intentıon. Journal of Business Economics and Management, 18, 68-83.
• Newman, A., Dennis, C. ve Zaman, S. (2007). “Marketing images and consumers’ experiences in selling environments”, Marketing Management Journal, 17(1), 136-150.
• North, A. C. ve Hargreaves, D. J. (1996). The effects of music on responses to a dining area. Journal of environmental psychology, 16(1), 55-64.
• North A.C., Hargreaves D.J. ve McKendrick J. (1999), The influence of in-store music on wine selections, Journal of Applied Psychology, 84, (2), 271-276.
• Peck, J. ve Chılders, T. (2007). Sensory factors and consumer behavior. Handbook of Consumer Psychology, 193-219.
• Peck, J. ve Childers, T. L. (2008). Sensory factors and consumer behavior. Handbook of consumer psychology, 193-219.
• Pekar, E. (2017). Duyusal markalama ve tüketicilerin marka algısında duyusal markalamanın (beş duyunun) rolü (Yüksek Lisans Tezi, Uludağ Üniversitesi Sosyal Bilimler Enstitüsü). Erişim adresi: http://acikerisim.uludag.edu.tr/jspui/bitstream/11452/2945/1/484197.pdf
• Randhir, R., Latasha, K., Tooraiven, P., ve Monishan, B. (2016). Analyzing the impact of sensory marketing on consumers: A case study of KFC. Journal of US-China Public Administration, 13(4), 278-292.
• Raz, C., Piper, D., Haller, R., Nicod, H., Dusart, N. ve Giboreau, A. (2008). From sensory marketing to sensory design: How to drive formulation using consumers’ input?
• Food Quality and Preference, 19(8), 719-726.
• Satti, Z.W., Babar S.F. ve Ahmad, H.M. (2019): Exploring mediating role of service quality in the association between sensory marketing and customer satisfaction, Total
• Quality Management & Business Excellence, 1-18. DOI:10.1080/14783363.2019.1632185
• Shabgou M. ve Daryani, S.M. (2014). Towars the sensory marketing: stımulatıng the five senses (sight, hearing, smell, touch and taste) and its impact on consumer behaviour. Indian Journal of Fundamental and Applied Life Sciences, 4, 573-581.
• Soars, B. (2009). Driving sales through shoppers' sense of sound, sight, smell and touch. International Journal of Retail & Distribution Management, 37(3), 286-298.
• Spangenberg, E. R., Crowley, A. E., ve Henderson, P.W. (1996). Improving the store environment: Do olfactory cues affect evaluations and behaviors? The Journal of Marketing, 60(2), 67–80.
• Spence, C., Puccinelli N., Grewal, D. ve Roggeveen, A.(2014). Store atmospherics: A multisensory perspective. Psychology and Marketing, 31(7), 472-488.
• Ward, P., Davies, B.J. ve Kooijman, D. (2003). “Ambient smell and the retail environment: relatin olfaction research to consumer behaviour”. Journal of Business and
• Management, 9(3), 289-302. Erişim adresi https://news.harvard.edu/gazette/story/2020/02/how-scent-emotion-and-memory-are-intertwined-and-exploited/
• Williams, L. E. ve Bargh, J. A. (2008). Experiencing physical warmth promotes interpersonal warmth. Science, 322(5901), 606-607.
• Wilson, S. (2003). The effect of music on perceived atmosphere and purchase intentions in a restaurant. Psychology of music, 31(1), 93-112.
• https://news.harvard.edu/gazette/story/2020/02/how-scent-emotion-and-memory-are-intertwined-and-exploited/ Erişim Tarihi: 10.08.2020