POSTRZEGANIE DZIAŁAŃ MARKETINGU SENSORYCZNEGO W PLACÓWKACH HANDLOWYCH PRZEZ MŁODYCH KONSUMENTÓW
PERCEPTION OF ACTIONS SENSORY MARKETING AT RETAIL LOCATIONS BY YOUNG CONSUMERS

Summary/Abstract: The sensory marketing is more frequently and in increasingly wider range used in Polish stores. Its purpose is to influence customers’ behavior through its impact on their senses. The aim of the research was to determine the perception of those activities by youth from different towns of Pomerania region. It has been shown that young people did not recognize the concept of sensory marketing in most, but noticed its activities in retail outlets they’re visiting. Differences in the opinions of young people from the Tri-City and small Kashubian towns was found. Research show that sensory marketing techniques often bring the result and affect the client’s mood, and in effect on purchase decisions.

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