Analysis of Foreign Experience of the Audiovisual Marketing Usage at the Point of Sale

Kotler allocated the term atmospherics to describe various visual (color, brightness, size, shape), aural (volume, pitch), olfactory (scent, freshness), and tactile (softness, smoothness, temperature) dimensions of a store that can influence the purchase probabilities of consumers. Although Kotler admitted that further research be conducted regarding the impact of these in-store factors on behavior, the academic literature on this topic remains rather sparse. The research that has appeared tends to be limited to a rather narrow range of consumer reactions. Specifically, researchers have focused on overt quantitative indicators (i.e. dollar amount spent, amount of time spent shopping, etc.) or perceptions of various dimensions of store image while largely ignoring other aspects of shopping behavior. The objectives of this study are: 1) The theoretical analysis of the audiovisual marketing. supported by examples of its use in the field of sales by foreign companies 2) Formation of the list for use of audiovisual marketing recommendations 3) Carrying out field research. 4) Consideration of prospects for the use of audio-visual marketing B2C on the Russian market