Sensory Marketing Practices in Food and Beverages Companies
Keywords:
Sensory marketing, Five senses, Food and beverage enterprises, MuğlaAbstract
The aim of this study is to determine awareness levels of managers of food and beverageenterprises towards sensory marketing and to explore sensory marketing applications they use strategically or unintentionally. For this aim, this study was conducted through a qualitative design and as data collection tools, semi-structured interviews and observation methods were applied. In order to specify the sample, snowball and convenience sampling were preferred. In accordance with this purpose, semi-structured interviews were carried out with the owners and managers of 10 food and beverage companies in Menteşe, Göcek and Akyaka regions in Muğla Province. Interview questions were prepared under the guidance of sensory marketing literature and given their final form with an expert opinion. Obtained data were analyzed with the qualitative data analysis program called NVivo 11 for Windows. As a result of the study, it was deduced that company owners and managers had not known the term “sensory marketing” and although they had not known the term, they had been using some sensory marketing practices. As for sensory marketing practices, it was detected that food and beverage enterprises mostly used visual and tactile marketing, partly took advantage of gustative marketing and rarely used auditory and olfactory marketing.
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