Zapach i dźwięk jako sensoryczne narzędzia marketingu w restauracji

• Authors: Koziara Paulina

Title variants

EN

Scent and sound as a sensory tools of restaurant marketing

• Languages of publication: PL EN

Abstracts

PL

Większość procesów dotyczących zakupów zachodzi poza świadomością konsumenta. Wybory, jakich dokonuje, podyktowane są potrzebami i indywidualnymi preferencjami. Nie mniejszy wpływ na podejmowanie konkretnych decyzji mają działania marketingowe. Mno- gość komunikatów docierająca do konsumenta jest tak duża, że marketing oparty tylko na obrazach przestał być wystarczający. Marki korzystające tylko z wizualnych narzędzi są słabiej rozpoznawalne pośród swoich konkurentów. Dlatego też, obecnie kreowane marki sięgają po dodatkowe narzędzia marketingowe mające działać kompleksowo na odbiorcę. W przypadku restauracji to zmysł smaku powinien być głównym zmysłem świadczącym o marce. Jednak jak pokazują wszystkie badania przeprowadzone w obszarze marketingu sensorycznego, dopiero wsparcie zapachowe i dźwiękowe spowoduje, że zostanie ona odebrana we właściwy sposób i zapamiętana.

EN

Most of the consumer decisions are processed out of the consumer consciousness. Choices are the results of needs and individual preferences. The power of marketing takes very strong as well. Because of multiplicity of communication, marketing based on visual tools is not enough to make a brand visible among its competitors. That is why created brands use more marketing tools to influence more complex on the consumers. On the restaurant market the taste is the main sense but only supported by scent and sound can be perceived and remem- bered in appropriate way.

Keywords

PL

marketing sensoryczny; aromamarketing; audiomarketing; zmysły

EN

aromamarketing; audiomarketing; ambient

• Publisher: Uniwersytet Warszawski. Wydział Nauk Ekonomicznych
• Journal: Studia i Materiały
• Year: 2014
• Issue: 2014 (17)
• Pages: 150-160

Dates

published

2014-09-05

Contributors

author

Koziara Paulina

• Uniwersytet Warszawski, Wydział Zarządzania

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Identifiers

ISSN

/1733-9758

DOI

10.7172/1733-9758.2014.17.13