دور التسويق بالحواس في قرار الشراء من وجهات نظر المستهلكين في قطاع غزة : دراسة حالة-شركة أبو اسكندر للتجارة و الصناعة

الملخص EN

This study aims at identifying the role of sensory marketing and its dimensions (marketing through the sense of sight, taste, and smell) in the purchase decision of the consumers of Abu Iskandar Company for Trade and Manufacturing.

To achieve the objectives of the study, the descriptive and analytical approach was used.

The study population consisted of consumers of Abu Iskandar Company who totaled (5,000) consumers.

The study tool included a questionnaire, and a simple random sample was used, where (390) questionnaires were distributed to the study sample.

The SPSS statistical program was used to analyze the data.

The study found that there is a statistically significant correlation between all dimensions of sensory marketing and the consumers’ purchase decision at (83.7%).

As the results showed dimension (marketing through the sense of smell) came first a relative weight (73.84%), followed by the dimension (marketing through the sense of sight) with a relative weight (71.89%), while the dimension (marketing through the sense of taste) came in last place with a relative weight of (71.83%).

The study recommends the importance of the sense of smell for food products, so it is preferable for the marketing department in the company to work on increasing interest in the smells that emanate from the products because the smells remain in the memory for a long time and spread outside the vicinity of the point of sale, and open new branches to the company in the all governorates, where three branches of the company are concentrated in one area and close to each other.