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Abstract(s)
Ao longo dos últimos anos tem-se assistido a uma constante mudança nos hábitos dos consumidores bem como a um avanço notável de todas as componentes de mercado, desta forma é também notória a substituição progressiva do Marketing Tradicional pelo Marketing Sensorial. O enfoque deixou de ser o produto/serviço e a sua promoção, passando para a criação de um forte vínculo emocional consumidor/produto através de experiências multissensoriais, onde a estimulação dos sentidos humanos é inevitável. Desta forma o olfato, audição, tato, visão e paladar são de extrema importância, não só para o quotidiano mas também para a construção das marcas, visto que através destes, cada indivíduo tende a consciencializar-se acerca de empresas, produtos e marcas.
Tendo em conta as considerações anteriores a presente investigação tem como objetivo principal analisar se a introdução de cheiro, som ou ambos em simultâneo interfere na perceção de tempo de espera, a que são sujeitos os alunos dos polos de Engenharia, Saúde e Ciências Sociais e Humanas da Universidade da Covilhã na fila de espera para almoço, comparativamente a uma situação em que não é efetuada qualquer alteração ambiental à zona de espera. Para tal realizaram-se quatro experiências em cada um dos polos mencionados anteriormente, a primeira sem qualquer ligação aos sentidos sensoriais, a segunda com ligação ao sentido auditivo, a terceira com ligação ao sentido olfativo e por último, a quarta com ligação simultânea aos sentidos auditivo e olfativo, desta forma pretende-se averiguar se existe relação entre a estimulação de sentidos e a perceção de tempo de espera a que são sujeitos os alunos e qual a significância das diferenças encontradas.
Over the past few years have witnessed a changing consumer habits as well as the remarkable advancement of all components of the market in this way is also notorious for the progressive substitution of the Traditional Marketing by Sensory Marketing. The focus is no longer the product / service and its promotion, going to create a strong emotional bond consumer / product through multi-sensory experiences, where stimulation of the human senses is inevitable. Thus the sense of smell, hearing, touch, sight and taste are paramount, not only for the everyday but also for building brands, since through these, each individual tends to become aware about companies, products and brands. Having regard to the foregoing the present research aims at analyzing the introduction of smell, sound or both simultaneously interferes with perception of waiting time, the students who are subject to the poles of Engineering, Health and Social Sciences and Humanities University of Covilhã in the queue for lunch, compared to a situation where it is not made any changes to the environmental waiting area. For this four experiments were conducted on each of the poles mentioned earlier, the first unconnected to the sensory sense, the second connected to the auditory sense, the third connecting to the olfactory sense and, finally, the fourth connection simultaneously with the felt auditory and olfactory thus aims to investigate whether there is a relationship between the stimulation of senses and perception of waiting time that subjects are students and what is the significance of the differences found.
Over the past few years have witnessed a changing consumer habits as well as the remarkable advancement of all components of the market in this way is also notorious for the progressive substitution of the Traditional Marketing by Sensory Marketing. The focus is no longer the product / service and its promotion, going to create a strong emotional bond consumer / product through multi-sensory experiences, where stimulation of the human senses is inevitable. Thus the sense of smell, hearing, touch, sight and taste are paramount, not only for the everyday but also for building brands, since through these, each individual tends to become aware about companies, products and brands. Having regard to the foregoing the present research aims at analyzing the introduction of smell, sound or both simultaneously interferes with perception of waiting time, the students who are subject to the poles of Engineering, Health and Social Sciences and Humanities University of Covilhã in the queue for lunch, compared to a situation where it is not made any changes to the environmental waiting area. For this four experiments were conducted on each of the poles mentioned earlier, the first unconnected to the sensory sense, the second connected to the auditory sense, the third connecting to the olfactory sense and, finally, the fourth connection simultaneously with the felt auditory and olfactory thus aims to investigate whether there is a relationship between the stimulation of senses and perception of waiting time that subjects are students and what is the significance of the differences found.
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Keywords
Marketing sensorial - Som Marketing sensorial - Aroma Consumidor - Produto - Percepção do tempo Consumidor - Produto - Estímulos sensoriais