Akademik Veri Yönetim Sistemi
Tezin Türü: Yüksek Lisans
Tezin Yürütüldüğü Kurum: İstanbul Ticaret Üniversitesi, Dış Ticaret Enstitüsü, Türkiye
Tezin Onay Tarihi: 2018
Tezin Dili: Türkçe
Öğrenci: CEYDA ONAR
Danışman: YILDIRIM FİGEN
Özet:Along with the increase in people's income levels, purchasing tendencies have also. Brands have been searching for different ways to sell more of their products. As a result of these searches, brands seek to appeal to consumers' senses and search for ways to influence them. Recently, the marketing method that has emerged from these titles has been 'sensory marketing'. The path to purchase in this process passes through experience, and the path to experimentation goes through addressing the senses. The senses also reveal the concept of sensory marketing. Studies using either of the five senses or multiple sensory organs to influence the purchasing decision of the consumer are interpreted under the heading of sensory marketing. The aim of sensory marketing is to reveal the curiosity and desire in the perceptions of the customer through stimuli. This emerging curiosity and desire has become one of the factors that quickly affect the procurement decision process. This study investigated the marketing of sensory Turkey made on the Application of the Retail Sector; In the retail sector, it has been discussed with the store managers of the companies that have existed for many years and the applications of sensory marketing components in our country have been put forward.