Consumer Buying Behavior
Sensory marketing usually entails a situation whereby an organization via diverse sensory strategies and also through sense expressions creates a brand image. A combination of these strategies brings about brand awareness and the development of a brand image that connects to the identity of the customer, his or her personality and lifestyle. Sweet Amor is a Spanish luxury product of chocolate, which may capitalize on the benefits of sensory marketing. Consumers’ eating traditions keep changing every day; most importantly, out-of-home food consumption is continually aggregating. Sweet Amor is one of the chocolate brands that is preferred by out of home consumers and for fast food purposes. For this reason, there is a need for a marketing strategy that will ensure that this product is effectively sold out. Sensory marketing is a tool that is of much effect especially in the promotion of the Sweet Amor chocolates (Hultén & Broweus 179).
In the day to day life, each individual has at one point ever been attracted by a delicious scent of a certain food processing industry. The stimulation of the senses can be applied as a part of a common marketing strategy by the sellers in order to appeal to customers as much as possible and interact as many senses as possible. In accordance to samresearch.com that gives an overall delineation of the concept, sensory marketing is an effective tool in achievement of sensory consumer comprehensions for a marketing strategy. This is attributed to the fact that it explains and measures emotional customer decision-making by unpredictability of products, packaging, and application of the marketing mix situations so as to ensure that a long-lasting success has been achieved. This is effective marketing application that offers firms an actual opportunity to exploit the profitability of a product. In the food processing industry, sensory marketing has by now been applied moderately. Actually, most of the firms, fast-foods and bakeries attempt to stimulate the five senses of a potential customer via artificial systems (Hultén & Broweus 180).
In the case of sweet Amor chocolates, the best senses to apply to in sensory marketing would be the smell and sight. The main reason as to why these stimuli should be applied is due to the fact that the human brain reacts on unusual situations. The customer’s brain recognizes the brand and develops an image that is constructed from mental maps and imaginative pictures. The created image in the brain is usually as due to the experiences that the person has had with the particular brand or product. Psychology proves that each individual experiences the same situation in a different personal way, which is referred to as experience logic. This customer’s experience logic is an outcome from the fact that human senses are usually perceived and interpreted in any case of an experience. For the full understanding of how these stimuli work in the sensory marketing strategy, it is vital to note that logic of a customer is personal and individual. The above named stimulus in marketing strategy essentially entails the aspect of perception. Perception is the process via which sensations such as color light, taste, and scents get selected, organized, and then interpreted in the human brain.
Sensory receptors pick up perceptions via the aspect of exposure. Exposure entails the extent to which individuals identify a stimulus that is around a range of their sensory receptors. A stimulus ought to be accessible at an assured level of concentration before it can be perceived by sensory receptors. The ability of a customer to notice whether two stimuli are diverse is an essential issue has an effect on the most of the marketing decisions, such as changing of the package design, changing the bulk of a product, or decreasing its size. A stimulating study contained by the coverage area is that of unconscious awareness. Even though the proof that unconscious awareness that primarily entails experience to visual and audio messages below the close of the consumers’ sentience is effective, it is practically unreal. This is due to the fact that several customers endure to consider that marketer use this strategy to attract customer. Below are the best sensory systems that would be appropriate for the promotion of Sweet Amor chocolate (Hultén & Broweus 181).
This sensory quality of the chocolate can play a vital role in facilitating it to improve the competitive advantage and outreach with the competition, particularly because the product creates an exceptional association with the visual sense. Sellers communicate on the visual network via the color styling and the size of the chocolate. Bright colors such as yellow and green are seen as the best sorts to arrest the customer’s attention (Hultén & Broweus 182).
Since the product in this case is for human consumption, scents can stimulate emotions or generate a sedative feeling. They can invoke memories of something special and associate the precise experience with product, which may lead the customer into wanting to have a similar feeling once again. Smell and scents are a straight line to feelings of hunger, thirst and even happiness (Hultén & Broweus 182)
Sensory marketing is an applicable and effective strategy in this case, as most marketers like to expand on the attention of consumer towards a product. Several factors as seen above are of much impact as they bring attention to the customer, they include color, smell, size and originality. Perceptual setting assists marketers in matching the alleged features of a product or service with its position in the market. On the basis of positions in the market, sensory strategies can be created and taken into action. Perceptual plans of market positions are extensively applied aspects in marketing tool that assess the comparative standing of challenging products alongside relevant scopes.