Consumer Mindset in Retail : Sensroy Marketing

Only available on StudyMode
  • Download(s) : 73
  • Published : January 22, 2011
Open Document
Text Preview
Högskolan i Halmstad Marketing Dissertation May 2008

Marketing Dissertation

The concept of Sensory Marketing

Cyril VALENTI Joseph RIVIERE

TABLE OF CONTENT
TABLE OF CONTENT INTRODUCTION: BACKGROUND PURPOSE 1. 2. DEFINITIONS FRAME OF REFERENCE 2.1. VISUAL MARKETING 2.2. AUDITORY MARKETING 2.3. OLFACTORY MARKETING 2.4. GUSTATIVE MARKETING 2.5. TACTILE MARKETING 3. METHOD 3.1. DEFINING THE PROBLEM 3.2. RESEARCH METHODS 3.3. TYPES OF RESEARCH 3.4. POPULATION AND SAMPLING OF THE RESEARCH 3.4.1. THE POPULATION 3.4.2. SAMPLING PLANS 3.5. INSTRUMENTS OF DATA COLLECTION 4. 5. DELIMITATIONS EMPIRICAL STUDY 5.1. COLLECTION OF EMPIRICAL DATA 5.2. DIFFERENT EMPIRICAL DATA SOURCES 5.2.1. THE TWO TRADITIONAL RESTAURANTS: 5.2.2. THE TWO COFFEE/BAKERIES: 5.2.3. THE FAST-FOOD: 5.3. DESCRIPTION OF EMPIRICAL DATA SOURCES 5.3.1. AWARENESS AND USE OF THE SENSORY MARKETING CONCEPT 5.3.2. SENSORY MARKETING TECHNIQUES: THE USE OF THE SIGHT 5.3.3. AUDITORY MARKETING TECHNIQUES 5.3.4. OLFACTORY MARKETING 5.3.5. SUMMARY OF THE 4 DATA COLLECTION’S STATEMENTS: 5.4. ANALYSIS OF THE EMPIRICAL DATA 5.4.1. CONCORDANCE WITH THE MAIN THEORIES 5.4.2. DISCORDANCES WITH FRAME OF REFERENCE 5.4.3. CRITICAL EXAMINATION OF THE RESULTS CONCLUSION 2 4 7 8 8 10 12 13 14 14 16 16 17 18 19 19 19 21 22 23 23 24 24 25 26 27 27 28 29 30 31 32 32 34 34 38

Marketing dissertation 2008 – Högskolan i Halmstad

2

BIBLIOGRAPHY APPENDIX

40 42

Marketing dissertation 2008 – Högskolan i Halmstad

3

INTRODUCTION: BACKGROUND
This report will deal with marketing strategies in the out-of-home food market. As this sector is huge and diversified, giving an introduction and precisions about its components is necessary.

Consumers eating habits keep evolving every day, away from the three meals eaten within traditional windows. Less time allowed cooking or eating, because of an increasing distance to the place of work or more leisure, out-of-home food consumption is constantly increasing. According to Datamonitor studies (2005), the part of the alimentary budget of households for this consumption gets bigger every year: 18% this year in France for example. Those studies also noticed that, today, this market is worth more than 480 billions € in Europe and 350 in the US.

The out-of-home food consumption can be provided in many ways, which can be grouped in 2 distinct main categories: the collective and commercial (or traditional) catering1.

The first one tries to offer meal for the lowest possible price to the highest number of persons. It is the catering in school, hospitals, companies etc. This category of meals providers is composed by a few big groups, which can realize economies of scale, and represent the half of all global market2.

The second one regroups all the meal suppliers such as: • Traditional restaurants, with various services and clienteles (includes hotels restaurants). • • Theme oriented restaurants (Mexican, Italian), life style or product focused (vegetarian food, sushi bars). Fast food suppliers: fast-food restaurants like Mc Donald’s, sandwich shops (in

kiosks, bakeries…), snacks or vending machines. The fast food market is defined as the sale of food and drinks for immediate consumption.

1 2

According to the French CNRS (Scientific Research National Center) According to Eurostaf studies in 2007

Marketing dissertation 2008 – Högskolan i Halmstad

4

The traditional catering is characterized, in opposition to the collective one, by a huge competition between plenty of different actors on many different possible positioning. However, the competition is dominated by the big fast-food companies, as their restaurants are the most rentable and more and more successful: +5% from 2006 to 2007 in Europe3.

In Sweden, the out-of-home food market is healthy, with a recent acceleration of the grownup, fast-food restaurants and kiosks increasing their shares quickly. An increasing interest in healthy food is impacting...
tracking img