- |
-
Investigation of the Experience-based Interactive Strategy in Sport Products Branding
Poster Presentation
Paper ID : 1268-11THCONF
Authors
1Physical Education - Education
2Imamreza international university
3دانشگاه فردوسی مشهد
Abstract
Introduction: In recent years, sensory marketing has allocated an increasing share of marketing budgets to itself and strengthened its status among the other communicational channels of marketing. The purpose of this study is to investigate an experience-oriented interactive strategy in the field of product marketing.
Methodology: The method of current study is descriptive-library which is conducted through a reviewing procedure. In order to collect the data for this study, previous studies in the literature were taken into consideration. This study is mostly concerned with the issues surrounding sensory marketing and its impact on the behavior of sports products’ consumers.
Results: In the existing literature on marketing, disparate studies on the impact of senses on the behavior of customers have been entitled as ‘sensory marketing’, which refers to a type of marketing that involves the senses of the customers and influences their understanding, judgement and behavior (Krishna, 2013). In the classification of findings, it was found that sensory marketing has an impact on the satisfaction, trust and loyalty of consumer goods and services. Studies also show that in the field of marketing, the role of five senses suffers from the lack of scientific research on the behavior of shoppers and requires serious attention to this issue.
Discussion: Future studies may focus on the role of sensory marketing and the impact of the five senses on the purchasing behavior of customers. Sensory marketing has five dimensions: 1) senses (through the awareness stimulant, creates a feeling of enjoyment, excitement and satisfaction in the consumer); 2) emotion (touching the inner emotions of the consumer, such as a good feeling of being related with the brand, happiness, and pride); 3) thought (asking the consumers to think deeply and reassess the business); 4) action (influencing completely tangible experiences, lifestyle and physical interactions; 5) relationship (replacing individual characteristics, personal emotions, identification and levels of activity). Therefore, considering the highly competitive business environment in today’s world, the emotional aspects of products and services would act as strong motivators for consumers to purchase a certain product or service. In order to achieve this, products and brands must engage consumers in a level of sensation that will establish a deep and long-lasting relationship with consumers.
Methodology: The method of current study is descriptive-library which is conducted through a reviewing procedure. In order to collect the data for this study, previous studies in the literature were taken into consideration. This study is mostly concerned with the issues surrounding sensory marketing and its impact on the behavior of sports products’ consumers.
Results: In the existing literature on marketing, disparate studies on the impact of senses on the behavior of customers have been entitled as ‘sensory marketing’, which refers to a type of marketing that involves the senses of the customers and influences their understanding, judgement and behavior (Krishna, 2013). In the classification of findings, it was found that sensory marketing has an impact on the satisfaction, trust and loyalty of consumer goods and services. Studies also show that in the field of marketing, the role of five senses suffers from the lack of scientific research on the behavior of shoppers and requires serious attention to this issue.
Discussion: Future studies may focus on the role of sensory marketing and the impact of the five senses on the purchasing behavior of customers. Sensory marketing has five dimensions: 1) senses (through the awareness stimulant, creates a feeling of enjoyment, excitement and satisfaction in the consumer); 2) emotion (touching the inner emotions of the consumer, such as a good feeling of being related with the brand, happiness, and pride); 3) thought (asking the consumers to think deeply and reassess the business); 4) action (influencing completely tangible experiences, lifestyle and physical interactions; 5) relationship (replacing individual characteristics, personal emotions, identification and levels of activity). Therefore, considering the highly competitive business environment in today’s world, the emotional aspects of products and services would act as strong motivators for consumers to purchase a certain product or service. In order to achieve this, products and brands must engage consumers in a level of sensation that will establish a deep and long-lasting relationship with consumers.
Keywords
Subjects