| Abstract [eng] |
SUMMARY The masters thesis analyzes the factors of consumers buying decision at the point of sale: the aspect of sensory marketing. The work consists of three main parts: theory, research methodology and research results. In the first part the theoretical aspects of consumer behavior and their decision to buy at the point of sale are analyzed. Then the main factors of determining consumer purchasing decisions have been identified. The definition of sensory marketing is revealed, the influence of sensory factors on consumers during shopping is examined, the main sensory marketing factors determining consumer purchasing decisions are identified. The part of the research methodology presents the influence of sensory marketing factors on consumer purchasing decision at the point of sale, empirical research strategy, discusses the general principles of research ethics, justifies quantitative research and its organization, presents the research organization stages and its scheme. The object and purpose of the quantitative research are defined, the hypotheses are stated and the choice of research methods, instruments, online survey are presented and finally the approach of the research are characterized. The part of the survey results describes random selection of respondents. Before data analysis, an internal compatibility check of the analyzed constructs were performed. In order to further determine which sensory marketing factors influence consumer purchasing decisions, the data of the research results were analyzed on the basis of the answers provided by the respondents with the theoretical construct. The results of the questionnaire survey showed that consumers are most affected by visual, auditory and tactile marketing factors at the point of sale. The most important are colorful and bright advertisements and billboards, product placement and lighting of the shop, sound of advertisements and music in the shop and the opportunity to touch the product before purchasing it. Consumers are most affected by natural odors at the point of sale, while the taste factor is not particularly important to respondents as shoppers are not willing to taste food when shopping. The results of the questionnaire survey also showed that the hypothesis between gender and sensory marketing was rejected and the hypothesis between age and sensory marketing was confirmed. The gender aspect was found to be irrelevant and does not influence the purchasing decision. Because the sensory marketing factors affect mens and womens equally when shopping. The relationship between age and sensory marketing factors are significant in cases of smell, sight, hearing, and touch. Taking into account the results of theoretical analysis and empirical research, conclusions are drawn and recommendations are given. Based on the findings and recommendations, a well-chosen combination of all factors and their application can have a positive effect on consumer behavior, as a survey shows that ~ 71 proc. of consumers agree that sensory marketing factors influence their shopping. The results of the study can be useful to marketers who are interested in marketing strategies to influence customers and make a positive purchasing decision based on their own feelings. |
