| Titre : |
What is the impact of Covid-19 on sensory marketing in the food and beverage retail industry? |
| Type de document : |
Mémoire |
| Auteurs : |
Camille POTIER, Auteur |
| Année de publication : |
2022 |
| Importance : |
35 p. |
| Note générale : |
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| Langues : |
Anglais (eng) |
| Mots-clés : |
Management
MARKETING SENSORIEL ; PRODUIT ALIMENTAIRE DIVERS SECTEUR ; INDUSTRIE DE LA BOISSON SECTEUR ; COMMERCE ELECTRONIQUE
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| Résumé : |
Sensory marketing is about marketers using human senses: vision, hearing, smell, taste, and touch to appeal to consumers and influence their behaviour and purchase intention. Retailers in the food and beverage industry play a lot with these senses to make consumers want to buy products by using their emotions and feelings. Sensory marketing is a powerful asset for marketers but since Covid-19 this strategy is shaken. Indeed, Covid-19 has consequences that directly affect the senses. For instance, because of Covid-19 consumers are forced to wear a face mask which avoid them from correctly using their smell and taste senses. Among people who caught Covid-19, some of them lose a part of their senses: smell and taste. The purpose of my study is to empirically show how Covid-19 had an impact on customers’ experiences and habits during their grocery shopping and then on sensory marketing practices which are in line with customers’ behaviour. This paper is based on both quantitative and qualitative research about consumers’ grocery shopping habits and experiences before, during, and after the Covid-19 pandemic. This paper first relies on past research to show how sensory marketing practices can be a strong strategy for food and beverage retailers, how Covid-19 had an impact on these practices in this sector, and how retailers can adapt themselves by developing online sensory marketing practices. Past studies are not abundant about the impact of Covid-19 on customers’ grocery shopping experience and on sensory marketing. That is why I would like to go further on this topic. This research confirms that sensory marketing practices, especially visual marketing are powerful to influence customers during their grocery shopping experience whether in-store or online. Then, this paper relies on customers’ experiences and habits to know if the two main consequences of Covid-19 which directly affected senses, namely the wear of a face and the loss of smell and taste, had a real negative impact on customers and thus on sensory marketing practices. |
| Programme : |
MSc Digital Expertise for Marketing |
| Spécialisation : |
Marketing |
| Permalink : |
https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=572767 |
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What is the impact of Covid-19 on sensory marketing in the food and beverage retail industry? / 2022 
