The Effects of Sensory Marketing on Clothing-Buying Behavior

Abstract

Nowadays, intensive rivalry forces enterprises and brands to strive for differentiation. Use of marketing strategies, which can allure the consumers, effectively is one of the ways of differing oneself from one's rivals. Sensory marketing strategy, which affects the buying behavior and perception of consumers by alluring their senses, is one the marketing strategies whose importance and use have increased in recent years. This strategy also has been intensively used by enterprises that produce and market clothing products, which are one of the basic needs of consumers. In this context, this research study aims to analyze the effects of sensory marketing on clothing-buying behavior. The research aims to reveal how consumers in Turkey, which is one of the leading global clothing exporters and at the same time which is one of the significant markets, are affected by sensory marketing factors during the clothing purchase process. In accordance with the aim of the research, a survey was conducted of consumers who live in the three biggest cities of Turkey and whose ages are 18 and over. The data, which were obtained from field research, were analyzed statistically and suggestions are made to enterprises and brands that produce clothing products and/or market clothing products, on the basis of the study's findings.

Keywords

• marketing strategies
• sensory marketing
• sense
• perception
• stimuli
• buying behavior
• consumer
• clothing sector