A Cluster Analysis of Senses Effects on Consumer Behavior. Lessons for Businesses
A Cluster Analysis of Senses Effects on Consumer Behavior. Lessons for Businesses

Summary/Abstract: The paper tests the correlation between sensorial marketing and consumer behavior. Most of our buying decisions, in practice, are based on emotions, rather than rationality. Using an experimental design, we have tested the influence of human senses, under various stimuli, on purchasing behavior of selected customers. We have also tested the features of chocolate related to the idea of tenderness, in the consumers’ minds. The findings revealed that customers are less influenced by visual stimuli, reacting more to texture and packaging.

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