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The study explores the influence of colors on purchasing decisions for the Chevrolet Ônix car, considering the evolution of information access and the growing importance attributed to marketing strategies related to this theme. The central objective is to ascertain whether colors play a significant role in the decision-making process of purchasing this vehicle. The research adopts a descriptive and quantitative approach, utilizing a questionnaire distributed through social media to a sample of 647 respondents. Specific objectives include characterizing participant profiles, identifying preferred and rejected colors, and analyzing the relationship between color preferences, sociodemographic data, consumption habits, and the purchase decision-making process. Results reveal that consumers exhibit a conservative preference for traditional colors already established in the market, such as white, black, gray, blue, and red, over more innovative options. Data analysis was conducted using linear regression, employing Excel and SPSS software (version 23). These findings underscore the importance of colors in consumer perception and suggest that marketing strategies should carefully consider the chromatic preferences of the target audience. [ABSTRACT FROM AUTHOR]

The current transformation within the market context discloses how important the approach to new marketing strategies is in order to supply new demands. In that context, sensory marketing is emphasized as a thriving market strategy which the basis is deeply linked to the sensory organs and also to the particular sensitivity of the human mind. Considering this theoretical aspect, similarities were analyzed in what concerns the relation between sensory marketing and the field of executive secretariat. In addition, this research aimed to identify how this relation can be assimilated and perceived by these professionals into their daily routines of work in the area. This study follows a qualitative, descriptive and explanatory approach, in which six graduated professionals of the executive secretariat area conducted a field research. The results show that the sensory marketing is integrated into the secretarial routines of work and their aims at bringing pleasurable and involving experiences to the customers. Secretaries consider sensory marketing as something essential for a brand to achieve success. However, the concepts related to this area are not widely explored during the professional performance of those individuals who work in this area. Therefore, sensory marketing and executive secretariat play equally important roles by helping to develop qualifications and professional growth. Certainly, it derives from the relation between the exchange of knowledge provided by the interaction between these two areas. [ABSTRACT FROM AUTHOR]

Sensory marketing, a strategy to stimulate human perceptions and emotions, through the senses of sight, hearing, smell, taste and touch, demands studies in the health area. Considering its relevance for the humanization of health services and for the development of child patients, and the important role of caregivers during the hospitalization of children; this article seeks to verify which dimensions of sensory marketing have the most impact on the satisfaction of humanization work in hospital pediatrics, through the perception of caregivers of children hospitalized in these spaces. It is a quantitative, descriptive and exploratory research. Data from a field survey was used, with pre-tested and applied questionnaires, from April to June 2017, to 90 companions in pediatrics in three hospitals in Rio Grande do Sul. Descriptive and inferential analysis was also used, with means, standard deviations, correlation of Pearson and discriminant analysis. Touch and smell are the dimensions that most justify the satisfaction of companions with the humanization work. This is the first quantitative study on sensory marketing and humanization, highlighting theoretical and practical contributions to these approaches, managers, patients, caregivers and employees of the analyzed places, and of other institutions and sectors in the health área. [ABSTRACT FROM AUTHOR]

Scent marketing is an area of sensory marketing of interest to meet the highest expectations of health, safety, and comfort, in a sector that must maintain a good reputation both in social networks and online travel agencies, regarding many of the bad reviews are related to sensory aspects such as bad smells. The article delves into the theoretical, applicative, and prospective framework of olfactory marketing, through modeling, qualitative empirical analysis through interviews with experts and analysis of consumer opinions on OTAs, Trivago and Tripadvisor. Thereby it is possible to better understand the influence of the scent on the hotel corporate identity in Spain and on the purchase decision. Finally, a new model of sustainable accommodation (Wellness Hotel) is proposed under the exposed experiential premises of greater attention to the fulfillment of the Sustainable Development Goals. [ABSTRACT FROM AUTHOR]

Background. There are multiple factors that influence the consumer during the purchase process and it is established that visual signals mediate a large part of their decisions, being color one of the elements with the most persuasive power. The aim of this study was to assess the influence of color as a resource used in the strategies designed from the field of sensory marketing, as well as the construction of two types of consumer profiles in order to direct these strategies more specifically. Method. A sample of 452 participants was constituted, with an age range between 18 and 74 years (x2 = 42.98; SD = 15.351) who answered about their consumption habits and behaviors, as well as about the perception of the influence of color in the purchase process. Results. The value of color as a transmitter of information was confirmed, in addition to its potential involvement in establishing a good consumer-product-brand emotional bond. Those consumers with a more emotional profile are more influenced by the use of color in marketing strategies than those with a more rational profile. The positive evaluation of the products in which there is congruence between the color of the package and the expected taste, smell or category of the product has been verified, as well as the perception of more innovators in those in which there was inconsistency between them. Conclusion. The importance of product color in consumer decision-making is assessed; hence, its value as a resource is emphasized from the perspective of sensory marketing. [ABSTRACT FROM AUTHOR]

Nowadays, in the academic and scientific world, as well as in the business world, conceptualizations of marketing terms are often confused. For example, sensory marketing is subject to confusion with other variables, altering its definition, knowledge and understanding. Therefore, in order to unify criteria, we must ask ourselves what is the conceptual and theoretical difference between sensory marketing, neuromarketing and experiential marketing? This article aims to highlight the theory and conceptualization of sensory marketing and to clarify the differences with other variables. It concludes that sensory marketing is a combination of neurological sensors that reinforce the sensations of consumers, motivating their experience by emotion and not by reason. That is why, opening a wide field of study of sensory marketing, researchers are invited to increase the study with a wider empirical approach, in new fields of knowledge. [ABSTRACT FROM AUTHOR]

Purpose: Through a literature review, evidence was found of the importance of sensory stimulation related to consumer experience processes, when analyzed together with variables of another nature. Design/Methodology: Traditional market research techniques and neuromarketing tools were used. Regarding traditional research, the observation technique was used, through which the purchase behavior of facial cream consumers at the sales point was explored; and a quantitative phase, through online surveys to 495 women, with the purpose of identifying elements of interest related to the purchasing decision. We worked with FaceReader, EEG and Eye Tracking, to analyze the experiences of consumers with the product and its promotion. Findings. The results present a model that incorporates the impact and attention, specific emotions and the rational argument of the consumer for the construction of a whole experience. [ABSTRACT FROM AUTHOR]

Since the Sieckmann criteria, emanated from CJEU, scent trademarks have been systematically rejected in the European Union, due to the difficulties regarding their graphic representability, and their distinctiveness. However, Regulation EU 2015/2424, which enters into force on 1st October this year, deletes the need for graphical representability, permitting other appropriate means of representation. Two questions therefore arise: Does this new regulation open the way for scent trademarks in the European context? Should olfactory signs be legally protected by the means of trademarks? [ABSTRACT FROM AUTHOR]

Children nowadays are a very important sector for marketing and advertising because they can be easily influenced. Recent studies suggest that in order to attract children, it is necessary to create unique experiences that enable solid relationships with brands. The best alternative is to construct different sensorial experiences because if the brand stimulates many senses, it will be more easily remembered and preferred. For this reason, we researched sensorial keys that are used by lunchbox product brands. We combined three different techniques to gather information (observation through photographic record, group interviews, and a short survey.) The results show that there is high awareness and familiarity with respect to branding due to the history of sensorial stimulation based on the learning of the physical characteristics of the product and the brand advertising. This influences the preference and loyalty of children. [ABSTRACT FROM AUTHOR]

The power of the senses in terms of perceptions and emotions of individuals has been a research theme due to the incidence exerted upon buying and consuming behavior of products and services. From there, the application of a sensorial perspective to marketing was born, which demands from adequate management, which takes advantage given as an answer to sensorial stimulation and which finally shows profitable sales for the company. The main objective of this research aims at identifying and interpreting the factors to bear in mind for sensorial marketing management, starting with some proposals on the use of senses that have been currently developed in some parts of the world and in the country of Colombia. As specific aims, we can mention: to design a time- line in the study of the senses, to identify the relationship of the senses in the buying act, the stated aims and strategies for sensorial marketing, and to select a model to be used in its application. [ABSTRACT FROM AUTHOR]