The role of cross multi-sensory marketing strategies in pet care stores: A hermeneutic phenomenological investigation at Animates Invercargill
Teodoro, Rodrigo Borges
Date
2021Citation:
Teodoro, R. B. (2021). The role of cross multi-sensory marketing strategies in pet care stores: A hermeneutic phenomenological investigation at Animates Invercargill. (Unpublished document submitted in partial fulfilment of the requirements for the degree of Master of Applied Management). Southern Institute of Technology (SIT), New Zealand. https://hdl.handle.net/10652/5528Permanent link to Research Bank record:
https://hdl.handle.net/10652/5528Abstract
Sensory marketing has become a trending topic in contemporary business strategies. Managerial attitudes increasing the store atmospherics with sensory cues have found to be more influential in determining purchase behaviour than attitudes toward mere merchandise. There is robust literature investigating the positive correlation among multi-sensory marketing strategies, customer behaviour and brand loyalty. However, as humans and their pets respond differently to the same sensory stimuli, the challenges in managing a cross multi-sensory marketing strategy in the pet care segment created a gap in the literature. Through a hermeneutic phenomenological investigation, the present research unveils the feasibility of cross multi-sensory marketing strategies to the pet care retailing segment and its impacts on customer behaviour and brand loyalty. Data collection used a sequential-explanatory design through a questionnaire, focus group and phenomenological observation. The data was triangulated to ensure analytical rigour and findings' reliability. Adopting a cross multi-sensory strategy at Animates, a pet care store in Invercargill – New Zealand, proved to impact the customers' perceptions, creating an emotional-eliciting circumstance where customers expressed their wish to engage in a deeper engagement to the brand. Customer behaviour and brand loyalty were positively impacted by the lived experience, with a robust increase in the time spent in the store visit, average purchasing value per customer, and customer's perception of brand differentiation and uniqueness of Animates' purchasing experience. Recommendations are made to further studies investigating the limits of cross multi-sensory strategies in the pet care segment to avoid sensory overload.
Keywords:
Invercargill (N.Z.), New Zealand, pet care retailing, multi-sensory environments, customer perceptions, business strategies, brand perceptionANZSRC Field of Research:
35 Commerce, management, tourism and servicesDegree:
Master of Applied Management, Southern Institute of Technology (SIT)Supervisors:
Bodkin-Allen, SallyCopyright Holder:
Author
Except where otherwise noted, this item's license is described as Attribution-NonCommercial 4.0 International
Rights:
This digital work is protected by copyright. It may be consulted by you, provided you comply with the provisions of the Act and the following conditions of use. These documents or images may be used for research or private study purposes. Whether they can be used for any other purpose depends upon the Copyright Notice above. You will recognise the author's and publishers rights and give due acknowledgement where appropriate.Metadata
Show detailed recordThis item appears in
The following license files are associated with this item: