Neuromarketing : how do marketing sensory stimuli affect consumer buying behaviour

Abstract

The aim of a business is to make profits. Although conventional marketing schemes are still evident in modern marketing, establishments have also implemented innovative strategies to gain competitive advantage in their market. Hence, marketers began to execute neuromarketing and sensory marketing in their course of action. This study sheds light on how sensitive and receptive the human senses are towards marketing sensory stimuli. For this dissertation, the researcher investigated the subject of sensory marketing, together with the concept of neuromarketing. This research tool that brings together the concepts of neurology, psychology and marketing. It therefore provides an insight on what stimuli activate a prospective customer's senses to the degree which entices a purchase. (Lee, Broderick & Chamberlain, 2007). The researcher made use of a qualitative research methodology for this study. Semi structured interviews were conducted amongst 25 local respondents ranging from ages 18 till 65. These participants were asked a series of questions relating to the human senses, more specifically, if they felt that certain marketing stimuli had an effect on their purchase decision or brand equity. The findings suggest that the majority of the respondents felt that they were in some way affected by sensory marketing stimuli. This research sheds light on the participants’ different opinions and perceptions about neuro marketing. In conclusion, the researcher identifies the implications to academia and to business practitioners.