KFU. Card publication. METHODS OF SENSORY MARKETING: EXPERIENCE OF RUSSIAN RETAIL

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METHODS OF SENSORY MARKETING: EXPERIENCE OF RUSSIAN RETAIL

Form of presentation

Articles in international journals and collections

Year of publication

2019

Язык

английский

Authors, employees of KFU

Kalenskaya Natalya Valerevna, author

Bibliographic description in the original language

N.V. Kalenskaya, R.F. Mukhadisova METHODS OF SENSORY MARKETING: EXPERIENCE OF RUSSIAN RETAIL // GCPMED 2018 International Scientific Conference «Global Challenges and Prospects of the Modern Economic Development« pp.688-695

Annotation

International Scientific Conference «Global Challenges and Prospects of the Modern Economic Development«

Keywords

Consumer behavior, relationship marketing, sensory marketing, aromamarketing, audiomarketing, comfort marketing.

The name of the journal

International Scientific Conference «Global Challenges and Prospects of the Modern Economic Development«

URL

https://dx.doi.org/10.15405/epsbs.2019.03.68

Please use this ID to quote from or refer to the card

https://repository.kpfu.ru/eng/?p_id=198157&p_lang=2

Resource files

File name	Size (MB)	Format
Statya_WoS_2019.pdf	0,16	pdf	show / download

Full metadata record

Field DC	Value	Language
dc.contributor.author	Kalenskaya Natalya Valerevna	ru_RU
dc.date.accessioned	2019-01-01T00:00:00Z	ru_RU
dc.date.available	2019-01-01T00:00:00Z	ru_RU
dc.date.issued	2019	ru_RU
dc.identifier.citation	N.V. Kalenskaya, R.F. Mukhadisova METHODS OF SENSORY MARKETING: EXPERIENCE OF RUSSIAN RETAIL // GCPMED 2018 International Scientific Conference «Global Challenges and Prospects of the Modern Economic Development« pp.688-695	ru_RU
dc.identifier.uri	https://repository.kpfu.ru/eng/?p_id=198157&p_lang=2	ru_RU
dc.description.abstract	International Scientific Conference «Global Challenges and Prospects of the Modern Economic Development«	ru_RU
dc.description.abstract	In this article, we consider the effectiveness of the use of sensory marketing at the points of sale. The study demonstrated the features of not only individual marketing areas, but also paid special attention to sensory marketing. The article analyzes the Russian experience of using aroma marketing and video marketing in sales, on the basis of which the key performance indicators of sensory marketing were systematized. This article also presents the mechanisms of influence used in sensory marketing and interpreted the concept of the expected effect of its implementation. The effectiveness of sensory marketing can be justified according to a number of indicators, the most decisive is the increase in sales by 20%, which is confirmed by the results of the study We can say that sensory marketing is a low cost marketing, as the equipment used to distribute fragrances varies in the price range from 20 to 40 thousand rubles. Considering all the tools of sales promotion, the most optimal is 15%, and this proves the assumption that in modern marketing, in comparison with price methods of sales promotion, non-price tools will be much more effective.	ru_RU
dc.language.iso	ru	ru_RU
dc.subject	Consumer behavior	ru_RU
dc.subject	relationship marketing	ru_RU
dc.subject	sensory marketing	ru_RU
dc.subject	aromamarketing	ru_RU
dc.subject	audiomarketing	ru_RU
dc.subject	comfort marketing.	ru_RU
dc.title	METHODS OF SENSORY MARKETING: EXPERIENCE OF RUSSIAN RETAIL	ru_RU
dc.type	Articles in international journals and collections	ru_RU