Sensory Marketing Role on Consumer Behaviour on the Market of Selected Food Products, Case Study Slovakia – Mind Genomics

Abstract

Sensory Experience based on consumer behavior have been used by marketers to develop marketing strategies. The paper deals with how people describe the importance of different sensory experiences as they drive product purchase. The research reported here uses Mind Genomics, an emerging branch of consumer psychology. Respondents evaluated unique sets of 24 different combinations of descriptions about a food store. The descriptions (elements) focused on the foods (produce, meat, beverage) and ambiance in the store. The respondents rated interest in buying based upon the description. The data revealed both the degree to which each element (descriptive term) drove purchase, and uncovered new-to-the-world mind-sets, individual in Slovakia who show different patterns of response to the same elements. The study shows the ability to understand what specific sensory characteristics of the products should be featured in stores, and how the marketer can focus efforts to please customers in the Slovak market.