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Sinnesmarknadsföring: En studie om en organisatons förmåga att uppnå sinnesmarknadsföringens effekter utan en uttalad sinnesstrategi
Linnaeus University, Faculty of Business, Economics and Design, Linnaeus School of Business and Economics.
Linnaeus University, Faculty of Business, Economics and Design, Linnaeus School of Business and Economics.
Linnaeus University, Faculty of Business, Economics and Design, Linnaeus School of Business and Economics.
2011 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [sv]

Kandidatuppsats, Marknadsföringsprogrammet, Ekonomihögskolan vid Linnéuniversitetet, 2FE07E, VT 2011

Uppsatsens titel:

Sinnesmarknadsföring - En studie om en organisations förmåga att uppnå sinnesmarknadsföringens effekter utan en uttalad sinnesstrategi

Författare:

Cecilia Grothén, Ebba Slunge och Emma Wiström

Handledare:

Martin Amstéus

Syfte:

Belysa i vilken utsträckning en organisation kan skapa värderingar, känslor och välbehag hos besökare i ett servicelandskap, utan att explicit använda sig utav sinnesmarknadsföring.

Metod:

Studien består av en kvalitativ förstudie och en kvantitativ studie där insamling av data skett med hjälp av en enkätundersökning.

Resultat:

Genom studiens enkätundersökning och dess resultat har det visat sig att ett relativt högt medelvärde kan utläsas, vilket antyder att organisationer utan en uttalad sinnesstrategi faktiskt kan skapa emotionella kopplingar i ett servicelandskap.

Nyckelord:

Sinnesmarknadsföring, sinnestrategier, emotionella kopplingar, värderingar, känslor, välbehag, servicelandskap.

Abstract [en]

The thesis examines the relatively new field in marketing, sensory marketing, which

examines how marketing can stimulate the human senses to achieve certain effects.

The purpose of the thesis is to answer the following question;

To what extent can an organization create emotions, pleasures and values to visitors in a service landscape, without explicit use of sensory marketing?

The thesis is based on both a qualitative study and a quantitative study. First an

interview was done with the case company to provide knowledge to the authors if the

company uses a sensorial strategy. Thereafter data was collected through surveys in

order to give answers to the purpose. The findings of the survey showed a relatively

high result, suggesting that organizations without a pronounced sensorial strategy

may actually create emotional connections in a service landscape. Suggestions for

further study could be to make a comparison study of one organization with a

pronounced sensorial strategy and one without a sensorial strategy. Furthermore, it

also might be interesting to conduct a similar study in other types of environments

where a sensorial strategy is not used, in order to shed more light on an elaborate

sensorial strategy is really necessary and in that case what type of environments

sensory marketing would be considered most applicable.

Place, publisher, year, edition, pages
2011. , 68 p.
Keyword [sv]
Sinnesmarknadsföring, sinnesstrategi, emotionella kopplingar, värderingar, känslor, välbehag, servicelandskap
National Category
Business Administration
Identifiers
URN: urn:nbn:se:lnu:diva-13128OAI: oai:DiVA.org:lnu-13128DiVA: diva2:427266
Subject / course
Business Administration - Marketing
Educational program
Marketing Programme, 180 credits
Uppsok
Social and Behavioural Science, Law
Supervisors
Examiners
Available from: 2011-06-28 Created: 2011-06-27 Last updated: 2011-06-28Bibliographically approved

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