Marketing sensorial : caso Parfois
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2020
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Vivemos numa época onde os modelos de negócio se estão a transformar, e por
conseguinte, as empresas que querem sobreviver às mudanças têm de saber
adaptar-se. Para tirar maior partido dos seus produtos/serviços precisam de apostar
em novas estratégias.
Esta dissertação enfatiza a aposta na parte da comunicação externa;
várias são as estratégias que se podem aplicar a nível comunicacional, no entanto
não se deve menosprezar uma das mais importantes, o marketing sensorial. É
necessária uma aposta para além do produto e da satisfação momentânea da
compra do mesmo, a experiência da compra.
A utilização dos cinco sentidos numa estratégia de marketing pode gerar
efeitos muito positivos para a marca. Atualmente a estratégia está muito virada para
a utilização apenas de dois sentidos: audição e visão, verificando-se isso nos
anúncios televisivos, rádio e imprensa. Os consumidores têm a necessidade
inconsciente de se sentirem envolvidos numa experiência multissensorial, uma vez
que os sentidos são o caminho da compra emocional e estimulação da venda.
Esta investigação teve como principal estudo a aplicação dos cinco
sentidos numa loja, a Parfois. Para a concretização desta averiguação realizou-se
um questionário, aplicado a 401 pessoas, com variáveis relativas à perceção da
utilização dos cinco sentidos dos consumidores durante a sua permanência em loja.
Concluiu-se que a marca não trabalha os cinco sentidos e para tal sugerem-se
estratégias de desenvolvimento multissensorial.
We live in an era where business models are changing. As a consequence, companies that want to survive these changes have to know how to adapt. To get the most out of your products / services you need to use new strategies. This dissertation emphasizes the use of external communication; there are several strategies that can be applied in the field of communication, being sensory marketing one of the most important. In this type of strategy, it is necessary to think beyond the product and the momentary satisfaction of buying it. It is essential to have the shopping experience. The use of the five human senses in a marketing strategy can have very positive effects for the brand. Nowadays, the strategy is mostly focused on two senses: hearing and sight, which can often be seen, for example, in television, radio and press. Consumers have the subconscious need to get involved in a multisensory experience, since these senses are the path for emotional buying and stimulating sales. This investigation had as main study the application of the five senses in Parfois’s stores. To carry out this investigation, a questionnaire was applied to 401 people, with variables related to the perception of the use of the five senses of consumers during their stay in the store. It was concluded that the brand did not work with the five senses and for that, multisensory development strategies are suggested.
We live in an era where business models are changing. As a consequence, companies that want to survive these changes have to know how to adapt. To get the most out of your products / services you need to use new strategies. This dissertation emphasizes the use of external communication; there are several strategies that can be applied in the field of communication, being sensory marketing one of the most important. In this type of strategy, it is necessary to think beyond the product and the momentary satisfaction of buying it. It is essential to have the shopping experience. The use of the five human senses in a marketing strategy can have very positive effects for the brand. Nowadays, the strategy is mostly focused on two senses: hearing and sight, which can often be seen, for example, in television, radio and press. Consumers have the subconscious need to get involved in a multisensory experience, since these senses are the path for emotional buying and stimulating sales. This investigation had as main study the application of the five senses in Parfois’s stores. To carry out this investigation, a questionnaire was applied to 401 people, with variables related to the perception of the use of the five senses of consumers during their stay in the store. It was concluded that the brand did not work with the five senses and for that, multisensory development strategies are suggested.
Descrição
Orientação: Eduardo Manuel Machado de Moraes Sarmento Ferreira
Palavras-chave
MESTRADO EM COMUNICAÇÃO NAS ORGANIZAÇÕES, COMUNICAÇÃO, MARKETING, ESTRATÉGIAS DE MARKETING , SENTIDOS, ESTUDOS DE CASO, PARFOIS, COMMUNICATION, MARKETING, MARKETING STRATEGIES, SENSES, CASE STUDIES, PARFOIS