Provide a Role Evaluation Model Sensory Marketing on Impulse Buying in the Chain Stores Selected in Mazandaran Province

Document Type : Sterategic Management

Authors

1 Ph.D. Student in Business, Islamic Azad University, Sari Branch, Sari, Iran

2 (Corresponding Author, Assistant Professor, Department of Management, Islamic Azad University, Sari Branch, Sari, Iran

3 Assistant Professor, Department of Management, Islamic Azad University, Firoozkooh Branch, Firoozkooh Branch, Iran

Abstract

Large companies today are looking for a variety of methods and channels to use new marketing methods to their full potential in order to attract their customers in a new space without one-way communication and through the use of new methods. For this purpose, The purpose of the present study is to Provide a role evaluation of sensory marketing on the impulse buying model of chain stores, which has simultaneously focused on most of the effective components of sensory marketing. For this purpose, 15 marketing experts were selected by the theoretical sampling method and conducted in-depth interviews until the theoretical saturation. The data analysis was conducted using systematic approach theory and three-level coding technique. The findings indicated that product factors and design factors were causal factors, demographic and environmental factors constituted the confounding conditions. Also, social factors and the desire to impulse buying were categorized as contextual. Therefore, business owners are advised to use optimal service strategies, customer orientation, branding, and networking as practical strategies that can lead to loyalty in impulse consumer buying.

Keywords

References

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History

  • Receive Date: 10 March 2020
  • Revise Date: 28 October 2020
  • Accept Date: 01 November 2020

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