Methodological proposal for the analysis and measurement of sensory marketing integrated to the consumer experience

摘要

Purpose - Through a literature review, evidence was found of the importance of sensory stimulation related to consumer experience processes, when analyzed together with variables of another nature. Design / Methodology - Traditional market research techniques and neuromarketing tools were used. Regarding traditional research, the observation technique was used, through which the purchase behavior of facial cream consumers at the sales point was explored; and a quantitative phase, through online surveys to 495 women, with the purpose of identifying elements of interest related to the purchasing decision. We worked with FaceReader, EEG and Eye Tracking, to analyze the experiences of consumers with the product and its promotion. Findings. The results present a model that incorporates the impact and attention, specific emotions and the rational argument of the consumer for the construction of a whole experience.