Marketing sensorial: um estudo de caso sobre a experiência de consumo na La Suissa.

Abstract

The present paper aimed to analyze the sensory aspects and their impact on consumer experience in a restaurant and confectionery of upper middle class in Campina Grande - PB. The specific objectives were to identify how consumers evaluate products and experience in physical and relational contexts, identify sensory stimuli in the environment linked to the consumption in the store, find out if there is an awareness of sensory marketing as a strategic tool by the owners of the business and identify if the costumers perceive a differentiation in the restaurant and for what reason. Thus, the theoretical topics mentioned the consumption in modern and post-modern eras, consumer experience, atmospherics and sensory marketing. To achieve the objectives mentioned, there was a qualitative-quantitative study in descriptive nature, through semi-structured interviews with owners and quali quanti questionnaire applied in loco with a sample of 200 consumers. The results revealed that the restaurant presents the sensory stimuli, but the manipulation is totally done based on the taste e sense of the owners. It was also found that aspects of the store environment influence the experience, especially with the senses taste, sight and touch. The two senses less positively handled were smell and hearing. Furthermore, it was realized that the greatest differentiation characteristics perceived by the customers were the quality of food and the environment.