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Sinnesmarknadsföring: En studie om hur IKEA tillämpar sinnesstimuli i sin framställning
Linköping University, Department of Management and Engineering, Business Administration. Linköping University, Faculty of Arts and Sciences.
Linköping University, Department of Management and Engineering, Business Administration. Linköping University, Faculty of Arts and Sciences.
2017 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesisAlternative title
Sensory Marketing : A study of how IKEA applies sensory stimuli in their servicescape (English)
Abstract [sv]

Syfte Studien syftar till att undersöka hur IKEA praktiskt använder sinnesstimuli för att påverka konsumenternas köpbeteenden och redogöra vilka utmaningar företag kan stå inför vid applicering av sinnesmarknadsföring.

Metod Uppsatsen har en kvalitativ forskningsstrategi och ett induktivt angreppssätt. Undersökningen utfördes med hjälp av två intervjuer med författare inom ämnet och två observationer på IKEA under olika tillfällen. Urvalet valdes utifrån ett strategiskt urval.

Slutsatser Efter genomförd studie kan vi konstatera att det föreligger ett omedvetet arbete med sinnesmarknadsföring. IKEA anammar samtliga sinnen i sin servicemiljö, vissa i mindre omfattning än andra, där synsinnet är mest dominerande. Utmaningarna som företag står inför vid applicering av sinnesuttryck är framförallt brist på kunskap.

Abstract [en]

Purpose The purpose of this study is to examine how IKEA practically uses emotional stimulus to influence consumers purchasing behavior and to explain the challenges that companies face when applying sensory marketing.

Method This is a qualitative study with an inductive approach. The survey was conducted through two interviews with authors highly involved in the matter and by observations in IKEA during two separate occasions. They are based on a strategic selection.

Conclusions After completed study we found that there is an unconscious work with sensory marketing. IKEA embraces all the senses in its servicescape, some less than others, where sight is the most dominant. The challenges companies encounter with application of sensory expression is mainly due to lack of knowledge.

Place, publisher, year, edition, pages
2017. , 70 p.
Keyword [en]
Sensory Marketing, servicescape, senses, sight, scents, touch, sound, taste, sensory strategies, multi-sensory brand experience
Keyword [sv]
Sinnesmarknadsföring, servicelandskap, sinnen, syn, lukt, känsel, ljud, smak, sinnesstrategier, multisensorisk varumärkesupplevelse
National Category
Business Administration
Identifiers
URN: urn:nbn:se:liu:diva-138426ISRN: LIU-IEI-FIL-G--17/01649--SEOAI: oai:DiVA.org:liu-138426DiVA: diva2:1110309
Subject / course
Bachelor Thesis in Business Administration (Kandidatuppsats i Företagsekonomi)
Supervisors
Examiners
Available from: 2017-08-09 Created: 2017-06-15 Last updated: 2017-08-09Bibliographically approved

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CiteExportLink to record
Permanent link

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Cite
Citation style
  • apa
  • ieee
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Language
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  • en-US
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  • nn-NB
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  • Other locale
More languages
Output format
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