SENSORY MARKETING AS A FORM OF IMPACT ON CONSUMERS ON THE EXAMPLE OF THE CATERING INDUSTRY
SENSORY MARKETING AS A FORM OF IMPACT ON CONSUMERS ON THE EXAMPLE OF THE CATERING INDUSTRY

Summary/Abstract: The gastronomy industry is growing in popularity. The number of small catering establishments and large hotel chains with extensive catering facilities is growing. The chances of staying on a market so saturated with competition depend on customer satisfaction, which is largely influenced by the quality of services provided. The fight for the customer has many dimensions, it also takes place within his sensations and feelings. Eating out nowadays, when everyone is busy after work, duties, everyday life is not only learning about the taste of dishes, it is celebrating the free time spent most often surrounded by friends, family. Seeing the food service in this way, we notice the importance of the environment and the people who provide it to us. The article presents issues related to both the experience market, the consumer on this market and the essence of sensory marketing. Sensory marketing is a form of product / service promotion that works directly on the subconscious mind of the recipient and his senses. The goal of sensory marketing is to evoke the client’s expected sensory experiences by engaging all the senses - eyesight, hearing, smell, touch and taste.

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