How the conjunction of sensory and digital marketing influence consumer’s purchase experience in the fragrance industry? / Pauline BOSSON / 2022

Titre : How the conjunction of sensory and digital marketing influence consumer’s purchase experience in the fragrance industry? Type de document : Mémoire Auteurs : Pauline BOSSON, Auteur Année de publication : 2022 Importance : 43 p. Note générale : Pour accéder aux fichiers PDF, merci de vous identifier sur le catalogue avec votre compte Office 365 via le bouton CONNEXION en haut de page. Langues : Anglais (eng) Mots-clés : Management COMPORTEMENT DU CONSOMMATEUR ; COSMETIQUE ET PARFUMERIE SECTEUR ; MARKETING SENSORIEL Résumé : The world is going digital, and brands need to adapt and to find solutions to market, position and sell their products online to the new generations that are more and more connected. Sensorial marketing is one of the most powerful tools of the shopping experience in stores but how to transpose it to marketing digital? Is phygital the future? My research tries to answer these questions across the spectrum of the perfume industry. After doing the literature review of marketing, sensorial marketing, digital marketing and phygital I will analyse the perceptions of perfume consumers of online shopping experience and make them live a sensorial experiment to find out if they are receptive to this technique and what the reasons are for this in order to provide study elements for professionals in this sector. Programme : MSc Marketing French Excellence Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=564561