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Journals / Erciyes Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi / 2020 / Sayı: 1

AN APPLICATION IN FOOD AND BEVERAGE DEPARTMENTS OF ACCOMMODATION ENTERPRISES

DUYUSAL PAZARLAMA VE KONAKLAMA İŞLETMELERİNİN YİYECEK İÇECEK DEPARTMANLARINDA BİR UYGULAMA

Kenan GÜLLÜ
Kumru UYAR
Miray GÜLSOY
Pages
375–399
Publication Date
2020-12-25
DOI
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AI Summary & Key Takeaways

AI Insight
⚡ TL;DR(Too Long; Didn't Read)

As a result of the analysis; The entire sense of smell, hearing, sight, tasting and touch has proven to be highly effective in making purchasing decisions.

📌 3 Key Takeaways

🎯
Objective & Hypothesis:Sensory stimulation is what shapes both how we perceive the world around us and how we react to it.
📊
Key Findings & Data:In today's extreme competition environment, the sensory marketing issue attracts attention as an effective strategy for gaining competitive advantage.
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Conclusion & Impact:As a result of the analysis; The entire sense of smell, hearing, sight, tasting and touch has proven to be highly effective in making purchasing decisions.
🔬Design:Survey & Empirical Study
📍Scope:Comprehensive Sample
⚙️Variables:Duyusal Pazarlama · Beş Duyu · Yiyecek İçecek Departmanı

Abstract

Sensory stimulation is what shapes both how we perceive the world around us and how we react to it. In today's extreme competition environment, the sensory marketing issue attracts attention as an effective strategy for gaining competitive advantage. In this study, the effect of five senses on purchasing decisions of consumers was investigated. vision, hearing, smell, taste and touch perceptions have a positive effect on purchasing decisions, hypothesis accuracy has been investigated. A questionnaire was applied to 320 people and the data were evaluated with structural equation analysis. In addition, analyzes were made to determine whether the importance given to sensory characteristics differed according to demographic variables. As a result of the analysis; The entire sense of smell, hearing, sight, tasting and touch has proven to be highly effective in making purchasing decisions.

Özet

Duyusal uyarım hem etrafımızdaki dünyayı nasıl algıladığımızı hem de ona nasıl tepki verdiğimizi şekillendiren temel unsurdur. Günümüz şiddetli rekabet ortamında, duyusal pazarlama konusu rekabet avantajı kazanmak için etkili bir strateji olarak dikkatleri çekmektedir. Bu çalışmada beş duyu organının tüketicilerin satın alma kararları üzerindeki etkisi araştırılmıştır. Görme, işitme, koklama, tat alma ve dokunma algılarının satın alma kararlarını etkilemede pozitif yönde etkisini olduğu, hipotezlerinin doğruluğu, araştırılmış olup, araştırmada; 320 kişiye anket uygulanmış, elde edilen veriler yapısal eşitlik analizi ile değerlendirilmiştir. Ayrıca duyusal özelliklere verilen önemin demografik değişkenlere göre farklılık gösterip göstermediğini tespit etmek amacıyla da analizler yapılmıştır. Yapılan analizler sonucunda; Koklama, İşitme, Görme, Tatma ve Dokunma duyularının tamamının satın alma kararlarında yüksek ölçüde etkili olduğu kanıtlanmıştır.

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Cite This Article

GÜLLÜ, K., UYAR, K., GÜLSOY, M. (2020). AN APPLICATION IN FOOD AND BEVERAGE DEPARTMENTS OF ACCOMMODATION ENTERPRISES. Erciyes Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi, Sayı: 1, 375–399. https://ajindex.com/articles/118815

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