Marketing sensorial e experiência de compra na cafeteria Art in Coffee

Abstract

Buyers are increasingly willing to pay for an experience rather than just purchasing a product. As a result, marketing has sought to develop itself to create experiences that engage the customer, resulting in a purchase, and providing for the building of a lasting relationship between the consumer and the brand. Therefore, this study was developed with the aim of identifying how sensory marketing affects the purchasing experience in the physical point of sale of Art in Coffee, in Aracaju. The study analyzed the presence, influence, and use of the five senses for the construction of the purchasing experience. The methodology applied was qualitative, exploratory in nature, through a single case study, with the Art in Coffee café as the unit of analysis. Information was collected through semi-structured interviews with establishment employees and customers who were present during the research, as well as direct and participatory observation. The main results show that sensory marketing in the cafe is used positively to create a pleasant atmosphere and attract and generate desires in customers regarding the products offered. Consequently, sensory marketing is relevant to the company in terms of its sales of drinks and food. Moreover, vision is a prominent element for attracting customers' attention to the products and location, but other senses are influential in the decision to purchase more than one product, such as taste. Finally, it was concluded from this study that sensory marketing impacts the customer experience in a beneficial way, as this positive experience results in customer loyalty and increased product sales.