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Authors
Advisor(s)
Abstract(s)
Têm sido cada vez mais as empresas e marcas que adotam diferentes estratégias
de marketing, comunicação e contacto com o consumidor, com o intuito de inovar,
surpreender, e até despertar a sua atenção de forma diferente. O objetivo deste trabalho
de investigação é perceber de que forma a experiência sensorial influencia a experiência
de compra no contexto de retalho alimentar. A abordagem metodológica adotada neste
estudo foi qualitativa exploratória com base em entrevistas semiestruturadas. Como
principal resultado, podemos dizer que a experiência sensorial influência a experiência
de compra no contexto de retalho alimentar, ainda que nem todos os sentidos tenham a
mesma importância relativa nesta relação, tendo-se revelado o sentido da visão como o
mais importante.
ABSTRACT: More and more companies and brands have adopted different strategies of marketing, communication and contact with the consumer, to innovate, surprise, and even arouse their attention in a different way. The objective of this research work is to understand how the sensory experience influences the shopping experience in the food retail context. The methodological approach adopted in this study was exploratory qualitative based on semi-structured interviews. As a main result, we can say that the sensory experience influences the shopping experience in the food retail context, even though not all the senses have the same relative importance in this relationship, with the sense of sight as the most important.
ABSTRACT: More and more companies and brands have adopted different strategies of marketing, communication and contact with the consumer, to innovate, surprise, and even arouse their attention in a different way. The objective of this research work is to understand how the sensory experience influences the shopping experience in the food retail context. The methodological approach adopted in this study was exploratory qualitative based on semi-structured interviews. As a main result, we can say that the sensory experience influences the shopping experience in the food retail context, even though not all the senses have the same relative importance in this relationship, with the sense of sight as the most important.
Description
Dissertação de mestrado apresentada à Escola Superior de Comunicação Social como parte dos requisitos para obtenção de grau de mestre em Publicidade e Marketing.
Keywords
Experiência de compra Experiência sensorial Marketing sensorial Retalho alimentar Sentidos humanos Shopping experience Sensory experience Sensory marketing Food retail Human senses
Citation
Gonçalves, A.C.S. (2022). A importância da experiência sensorial na experiência de compra no retalho alimentar [Dissertação de mestrado, Escola Superior de Comunicação Social]. Repositório Científico do Instituto Politécnico de Lisboa. http://hdl.handle.net/10400.21/15664
Publisher
Instituto Politécnico de Lisboa, Escola Superior de Comunicação Social