DUYUSAL PAZARLAMA VE DUYUSAL ETKİLEŞİMİN ÜRÜN ALGILAMALARINA ETKİSİ: YUMUŞATICI ÜRÜNÜNDE BİR ARAŞTIRMA

Duyular ve duyusal uyarıcılar, tek başına veya bir arada, tüketicilerin ürün, marka, hizmet ortamı gibi pazarlama unsurları hakkında çıkarım yapmasını sağlayarak, onların algılarına, değerlendirmelerine, tutumlarına ve davranışlarına etki eder. Son yıllarda, duyusal pazarlama yaklaşımı altında ele alınan duyular üzerine farkındalık artmıştır ve özellikle birden fazla duyunun etkileşiminin tüketici algılarına etkilerinin incelendiği duyulararası etkileşim daha yoğun çalışılmaktadır. Bu çalışmada, görme duyusunun koklama ve dokunma duyularına etkileri ele alınmıştır. Bu bağlamda, birden fazla duyuya hitap eden yumuşatıcı ürününde görsel bir uyarıcı olan siyah ambalaj renginin, kokunun yoğunluk beklentisi, kokunun yoğunluk algısı ve çamaşırların yumuşaklık beklentisine etkileri incelenmiştir. Araştırma kapsamında tasarlanan iki deney sonucunda, siyah ambalaj renginin; kokunun yoğunluk beklentisi üzerine etkisi olduğu, fakat ambalaj içindeki yumuşatıcının kokusunun yoğunluk algısı ve çamaşırların yumuşaklık beklentisi üzerine etkisi olmadığı bulunmuştur. Buna dayanarak, üründe veya ambalajda kullanılan renklerin algılarının ürün kapsamında değerlendirilmesi gerektiği ve renklerin bilinen anlamlarının yanı sıra diğer duyular üzerindeki etkilerinin ürün/ambalaj tasarımlarında daha fazla dikkate alınması gerektiği sonucuna varılmıştır.

Anahtar Kelimeler:

Duyusal pazarlama, algılama, duyusal etkileşim, ambalaj rengi

SENSORY MARKETING AND THE EFFECT OF SENSORY INTERACTIONS ON PRODUCT PERCEPTIONS: A RESEARCH ON FABRIC SOFTENER

Senses and sensory stimulus, one of or together, influence consumer perception, judgement, attitude and behavior, by providing consumers to make inferences about marketing components such as product, brand and service environment. In the last decade, marketing researchers and marketing managers has been more interested in senses and their awareness on senses has been increased. So, senses in marketing has been studied under the new approach, sensory marketing. Cross-modal correspondences, which analyze the effect of interactions of senses on consumer perception is extensively studied in these days. In this study, the effect of the packaging color on consumer expectations of the intensity of the scent and the softness of the washed clothes with softener has been researched in the extent of the effect of vision on smell and touch. As a result of the two experiments, black packaging color affects the expectation of the intensity of the scent, but has no effect on the perception of the intensity of the scent and the expectation of the softness of the washed clothes with the softener. As a result, the perception of the colors that are used in products and packages should be evaluated in context and the influence of the colors on senses should be considered in addition to the meanings of the colors that are widely known.

Keywords:

Sensory marketing, senses, perception, packaging color,

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