Modern Technologies and Impact on Consumers of Sensory Marketing in the Retail Segment of Clothing and Footwear

Modern surveys demonstrate an arousing interest to sensory marketing techniques, which goal is to create appropriate emotions among consumers via five basic human senses, not only from the academicians but also from entrepreneurs who tend to integrate these technologies into their existing servicescape to increase profit. The first goal of this thesis is the identification of sensory marketing techniques applied in stores which operate in retail segment of clothing and footwear Massimo Dutti and Street Beat. The second goal is the evaluation of the influence different fields of sensory marketing have on the consumer impression of the stores with the aim to elaborate recommendations. The methodology is based on two basic tools: in-store observation to accomplish the first goal and questionnaire survey on the Internet to accomplish the second one respectively. The main conclusion of the thesis is the recommendations for Massimo Dutti and Street Beat stores which assert that the companies should re-design and complement the set of visual marketing tools and rectify their approach to audio- and scent marketing.