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As experiências sensoriais e a sua Influência no processo de compra na era Pré COVID 19
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Abstract(s)
Este é um trabalho que surge da necessidade de perceber a importância que os sentidos têm na nossa experiência enquanto consumidores em loja física numa era pré-covid-19, ou seja, antes de 2019, altura em que apareceu o primeiro caso de infeção por covid-19. Nesta fase pré-covid-19, as pessoas ainda podiam usufruir de uma experiência completa, longe das limitações que nos são impostas atualmente como o uso da máscara, que limita a experiência ao nível do olfato ou até com as limitações do toque em alguns produtos, ainda que a higienização das mãos seja uma das regras essenciais na nossa rotina.
Para além desta limitação que se tornou, entre outras coisas, comunicacional, também a revolução da tecnologia da internet mudou a forma como as pessoas se comunicam. O mesmo acontece com a forma como as pessoas veem os produtos e serviços, bem como o seu papel nas suas vidas e a forma como os consomem (Alkilani et al., 2012).
Martin Lindstrom (2009), no seu livro Buyology afirma que 90% dos nossos hábitos de consumo são inconscientes e as marcas sabem disso, faltando saber de que forma aproveitam essa informação. É ainda este autor que, em 2013 nos deixa a ideia de que uma marca tem de se transformar numa experiência sensorial que vai para além daquilo que vemos. Uma marca singular precisa de algo mais: tem de ser melhorada e maximizada para oferecer uma experiência sensorial emocional e completa, e é neste sentido que o marketing sensorial trabalha.
Como objetivos deste trabalho, queremos entender se os sentidos têm importância na experiência do consumidor, nomeadamente identificando se a forma como os sentidos estão a ser estimulados pelas lojas é importante para os consumidores; percebendo se esses estímulos têm repercussão na compra e na experiência do consumidor; tentando compreender se os consumidores estão familiarizados com as práticas sensoriais e consequentemente com o conceito em si. Para isso, este estudo conta com a recolha de dados - através de um inquérito, que pretende analisar as várias características dos indivíduos que o responderam, segundo indicadores como género, idade, a frequência com que visita cada uma das lojas, bem como perguntas mais direcionadas para cada um dos sentidos a estudar. É através destas perguntas que se verificará a validade das hipóteses formuladas e se responderá à pergunta de partida.
Assume-se como grande pergunta de partida a seguinte: De que forma os consumidores percebem a experiência sensorial em loja física e são influenciados por ela no processo de compra?
As hipóteses formuladas são: H1: A experiência do consumidor é influenciada positivamente pela importância atribuída aos sentidos e H2: A intenção de compra é influenciada positivamente pela experiência do consumidor.
Um dos aspetos interessantes constatados foi perceber que a experiência do consumidor e a importância atribuída aos sentidos varia consoante o género, e que a intenção de compra varia consoante as habilitações literárias.
É ainda possível através da análise e resultados de dados verificar a validação das duas hipóteses, concluindo que a experiência do consumidor é influenciada positivamente pela importância atribuída aos sentidos e que a intenção de compra é influenciada positivamente pela experiência do consumidor, validando as hipóteses formuladas.
This is a work that arises from the need to understand the importance that the senses have in our experience as consumers in a physical store in a pre-covid-19 era, that is, before 2019, when the first covid-19 case appeared. In this pre-covid-19 phase, people could still enjoy a complete experience, far from the limitations that are currently imposed on us, such as using a mask, which limits the experience at the level of smell or even with the limitations of touching some products, even though hand hygiene is one of the essential rules in our current routine. In addition to this limitation that has become, among other things, communicational, the internet technology revolution has also changed the way people communicate. The same happens with the way people see products and services, as well as their role in their lives and the way they consume them (Alkilani et al., 2012). Martin Lindstrom (2009), in his book Buyology, states that 90% of our consumption habits are unconscious and brands know this, lacking to know how they take advantage of this information. It is also this author who, in 2013, tells us that a brand must become a sensory experience that goes beyond what we see. A unique brand needs something more: it has to be improved and maximized to deliver an emotional and complete sensory experience. And it is in this sense that sensory marketing works. As the objectives of this work, we want to understand if the senses are important in the consumer's experience, namely identifying whether the way in which the senses are being stimulated by stores is important for consumers; realizing whether these stimuli have repercussions on the purchase and on the consumer's experience; understanding whether consumers are familiar with sensory practices and consequently with the concept itself. For this, this study relies on the collection of data - through a survey, which aims to analyze the various characteristics of the individuals who answered it, according to indicators such as gender, age, the frequency with which they visit each of the stores, as well as more questions. directed to each of the senses to be studied. It is through these questions that the validity of the formulated hypotheses will be verified, and the starting question will be answered. It is assumed as a great starting question: How do consumers perceive the sensory experience in a physical store and are they influenced by it in the purchase process? The hypotheses formulated are: H1: The consumer's experience is positively influenced by the importance attributed to the senses and H2: The purchase intention is positively influenced by the consumer's experience. One of the interesting aspects found was realizing that the consumer's experience and the importance attributed to the senses varies according to gender, and that the purchase intention varies according to educational qualifications. It is also possible through data analysis and results to verify the validation of the two hypotheses, concluding that the consumer experience is positively influenced by the importance attributed to the senses and that the purchase intention is positively influenced by the consumer experience validating the formulated hypotheses.
This is a work that arises from the need to understand the importance that the senses have in our experience as consumers in a physical store in a pre-covid-19 era, that is, before 2019, when the first covid-19 case appeared. In this pre-covid-19 phase, people could still enjoy a complete experience, far from the limitations that are currently imposed on us, such as using a mask, which limits the experience at the level of smell or even with the limitations of touching some products, even though hand hygiene is one of the essential rules in our current routine. In addition to this limitation that has become, among other things, communicational, the internet technology revolution has also changed the way people communicate. The same happens with the way people see products and services, as well as their role in their lives and the way they consume them (Alkilani et al., 2012). Martin Lindstrom (2009), in his book Buyology, states that 90% of our consumption habits are unconscious and brands know this, lacking to know how they take advantage of this information. It is also this author who, in 2013, tells us that a brand must become a sensory experience that goes beyond what we see. A unique brand needs something more: it has to be improved and maximized to deliver an emotional and complete sensory experience. And it is in this sense that sensory marketing works. As the objectives of this work, we want to understand if the senses are important in the consumer's experience, namely identifying whether the way in which the senses are being stimulated by stores is important for consumers; realizing whether these stimuli have repercussions on the purchase and on the consumer's experience; understanding whether consumers are familiar with sensory practices and consequently with the concept itself. For this, this study relies on the collection of data - through a survey, which aims to analyze the various characteristics of the individuals who answered it, according to indicators such as gender, age, the frequency with which they visit each of the stores, as well as more questions. directed to each of the senses to be studied. It is through these questions that the validity of the formulated hypotheses will be verified, and the starting question will be answered. It is assumed as a great starting question: How do consumers perceive the sensory experience in a physical store and are they influenced by it in the purchase process? The hypotheses formulated are: H1: The consumer's experience is positively influenced by the importance attributed to the senses and H2: The purchase intention is positively influenced by the consumer's experience. One of the interesting aspects found was realizing that the consumer's experience and the importance attributed to the senses varies according to gender, and that the purchase intention varies according to educational qualifications. It is also possible through data analysis and results to verify the validation of the two hypotheses, concluding that the consumer experience is positively influenced by the importance attributed to the senses and that the purchase intention is positively influenced by the consumer experience validating the formulated hypotheses.
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Keywords
marketing marketing sensorial experiência consumidor psicologia de compra sensory marketing experience consumer buying psychology