Consumer Mindset in Retail : Sensroy Marketing
Högskolan i Halmstad Marketing Dissertation May 2008
Marketing Dissertation
The concept of Sensory Marketing
Cyril VALENTI Joseph RIVIERE
TABLE OF CONTENT
TABLE OF CONTENT INTRODUCTION: BACKGROUND PURPOSE 1. 2. DEFINITIONS FRAME OF REFERENCE 2.1. VISUAL MARKETING 2.2. AUDITORY MARKETING 2.3. OLFACTORY MARKETING 2.4. GUSTATIVE MARKETING 2.5. TACTILE MARKETING 3. METHOD 3.1. DEFINING THE PROBLEM 3.2. RESEARCH METHODS 3.3. TYPES OF RESEARCH 3.4. POPULATION AND SAMPLING OF THE RESEARCH 3.4.1. THE POPULATION 3.4.2. SAMPLING PLANS 3.5. INSTRUMENTS OF DATA COLLECTION 4. 5. DELIMITATIONS EMPIRICAL STUDY 5.1. COLLECTION OF EMPIRICAL DATA 5.2. DIFFERENT EMPIRICAL DATA SOURCES 5.2.1. THE TWO TRADITIONAL RESTAURANTS: 5.2.2. THE TWO COFFEE/BAKERIES: 5.2.3. THE FAST-FOOD: 5.3. DESCRIPTION OF EMPIRICAL DATA SOURCES 5.3.1. AWARENESS AND USE OF THE SENSORY MARKETING CONCEPT 5.3.2. SENSORY MARKETING TECHNIQUES: THE USE OF THE SIGHT 5.3.3. AUDITORY MARKETING TECHNIQUES 5.3.4. OLFACTORY MARKETING 5.3.5. SUMMARY OF THE 4 DATA COLLECTION’S STATEMENTS: 5.4. ANALYSIS OF THE EMPIRICAL DATA 5.4.1. CONCORDANCE WITH THE MAIN THEORIES 5.4.2. DISCORDANCES WITH FRAME OF REFERENCE 5.4.3. CRITICAL EXAMINATION OF THE RESULTS CONCLUSION 2 4 7 8 8 10 12 13 14 14 16 16 17 18 19 19 19 21 22 23 23 24 24 25 26 27 27 28 29 30 31 32 32 34 34 38
Marketing dissertation 2008 – Högskolan i Halmstad
2
BIBLIOGRAPHY APPENDIX
40 42
Marketing dissertation 2008 – Högskolan i Halmstad
3
INTRODUCTION: BACKGROUND
This report will deal with marketing strategies in the out-of-home food market. As this sector is huge and diversified, giving an introduction and precisions about its components is necessary.
Consumers eating habits keep evolving every day, away from the three meals eaten within traditional windows. Less time allowed cooking or eating, because of an increasing distance to the place of work or more leisure, out-of-home food consumption is constantly increasing.
Marketing Dissertation
The concept of Sensory Marketing
Cyril VALENTI Joseph RIVIERE
TABLE OF CONTENT
TABLE OF CONTENT INTRODUCTION: BACKGROUND PURPOSE 1. 2. DEFINITIONS FRAME OF REFERENCE 2.1. VISUAL MARKETING 2.2. AUDITORY MARKETING 2.3. OLFACTORY MARKETING 2.4. GUSTATIVE MARKETING 2.5. TACTILE MARKETING 3. METHOD 3.1. DEFINING THE PROBLEM 3.2. RESEARCH METHODS 3.3. TYPES OF RESEARCH 3.4. POPULATION AND SAMPLING OF THE RESEARCH 3.4.1. THE POPULATION 3.4.2. SAMPLING PLANS 3.5. INSTRUMENTS OF DATA COLLECTION 4. 5. DELIMITATIONS EMPIRICAL STUDY 5.1. COLLECTION OF EMPIRICAL DATA 5.2. DIFFERENT EMPIRICAL DATA SOURCES 5.2.1. THE TWO TRADITIONAL RESTAURANTS: 5.2.2. THE TWO COFFEE/BAKERIES: 5.2.3. THE FAST-FOOD: 5.3. DESCRIPTION OF EMPIRICAL DATA SOURCES 5.3.1. AWARENESS AND USE OF THE SENSORY MARKETING CONCEPT 5.3.2. SENSORY MARKETING TECHNIQUES: THE USE OF THE SIGHT 5.3.3. AUDITORY MARKETING TECHNIQUES 5.3.4. OLFACTORY MARKETING 5.3.5. SUMMARY OF THE 4 DATA COLLECTION’S STATEMENTS: 5.4. ANALYSIS OF THE EMPIRICAL DATA 5.4.1. CONCORDANCE WITH THE MAIN THEORIES 5.4.2. DISCORDANCES WITH FRAME OF REFERENCE 5.4.3. CRITICAL EXAMINATION OF THE RESULTS CONCLUSION 2 4 7 8 8 10 12 13 14 14 16 16 17 18 19 19 19 21 22 23 23 24 24 25 26 27 27 28 29 30 31 32 32 34 34 38
Marketing dissertation 2008 – Högskolan i Halmstad
2
BIBLIOGRAPHY APPENDIX
40 42
Marketing dissertation 2008 – Högskolan i Halmstad
3
INTRODUCTION: BACKGROUND
This report will deal with marketing strategies in the out-of-home food market. As this sector is huge and diversified, giving an introduction and precisions about its components is necessary.
Consumers eating habits keep evolving every day, away from the three meals eaten within traditional windows. Less time allowed cooking or eating, because of an increasing distance to the place of work or more leisure, out-of-home food consumption is constantly increasing.