The Role of Sensory Stimuli on Perceived Quality of Cosmetic Products: An Empirical Examination of the Buying Process of Face Creams

International Conference on Contemporary Marketing Issues (ICCMI), June 2012

7 Pages Posted: 14 Aug 2012

See all articles by Faidon Theofanides

Faidon Theofanides

University of Patras - Department of Business Administration

Effrosyni Kerasidou

University of Patras - Business Administration

Date Written: June 13, 2012

Abstract

The purpose of this study is to explore how sensory stimuli influence emotions associated, perceived quality, satisfaction and loyalty towards a face cream brand. Nowadays consumers believe that the functional attributes of products are granted and look for an emotional attachment with each product. The aim of sensory marketing is to reinforce the attachment between a product and its consumers, through the involvement of human senses. Sensory marketing is yet a new practice, thus the number of studies concerning its effect on brand perception are limited. Two conceptual frameworks, the stimulus-organism-response (S.O.R.) behavioral framework (Mehrabian and Russell, 1974) and the conceptual framework of sensory marketing, (Krishna, 2011), were merged and elaborated to construct the research model of this study. The use of sensory marketing at this study was explored by administrating an anonymous self-completed questionnaire, which was distributed to 154 face cream buyers, within 9 pharmacy stores across Thessaloniki, Greece. For the purposes of the study, an exploratory principal component analysis was conducted. The factor solution identified 11 factors. All factors were labeled, interpreted and discussed in the light of existing knowledge in order to understand better the consumer behavior in relation to sensory stimuli. The findings indicate that sensory stimuli influence brand perception positively leading to a stronger (rational and emotional) bond between the brand and the consumer.

Keywords: sensory marketing, perceived quality, sensory stimuli, cosmetic products, face creams

JEL Classification: M31

Suggested Citation

Theofanides, Faidon and Kerasidou, Effrosyni, The Role of Sensory Stimuli on Perceived Quality of Cosmetic Products: An Empirical Examination of the Buying Process of Face Creams (June 13, 2012). International Conference on Contemporary Marketing Issues (ICCMI), June 2012, Available at SSRN: https://ssrn.com/abstract=2128859

Faidon Theofanides (Contact Author)

University of Patras - Department of Business Administration ( email )

Patras
Greece

Effrosyni Kerasidou

University of Patras - Business Administration ( email )

Patras
Greece

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