Cultural Differences in Sensory Marketing. The Influence of Culture-specific Factors on Consumers’ Sensory Perception

This paper deals with the cultural differences in sensory marketing and investigates the influence of culture-specific factors on the sensory perception of consumers. Since cultural factors such as traditions, values and norms can have an impact on consumer behavior, cultural differences in sensory perception are particularly important for sensory marketing managers.
By reviewing relevant literature, this paper concludes that cultural differences can be found in the perception and interpretation of sensory stimuli. These differences are most frequently observed between Western and Eastern cultures and can vary from sense to sense. In this context, one of the major findings of this paper is which culture-specific factors have an influence on sensory perception. These include geographical differences, cultural experiences with food, scents and sounds, as well as cultural touching habits and color symbolism. Different preferences for music, flavor and differences in writing are also identified as influencing factors.

These findings also underline the relevance of cultural differences for marketing managers in the context of sensory marketing. The individual differences indicate that it is more efficient for sensory marketing managers to adapt marketing strategies to local markets. Furthermore, the different consumer preferences open up new opportunities for sensory marketing managers to address them more effectively.

Inhaltsverzeichnis (Table of Contents)

• 1 Introduction
• 2 Theoretical Foundations
  • 2.1 Definition of Sensory Marketing
  • 2.2 Definition of Culture
  • 2.3 Importance of Culture in International Marketing
• 3 Literature Review
  • 3.1 Differences in Haptic Perception
  • 3.2 Differences in Olfactory Perception
  • 3.3 Differences in Auditory Perception
  • 3.4 Differences in Gustatory Perception
  • 3.5 Differences in Visual Perception
• 4 Discussion
  • 4.1 Theoretical Implications
  • 4.2 Practical Implications
  • 4.3 Limitations and Further Research
• 5 Conclusion

Zielsetzung und Themenschwerpunkte (Objectives and Key Themes)

This paper explores the cultural differences in sensory marketing and investigates how culture-specific factors influence consumers' sensory perception. It highlights the importance of understanding cultural differences in sensory perception for marketing managers, particularly in international marketing. This paper aims to identify the cultural factors that impact sensory perception and their significance for adapting marketing strategies to local markets.

• Cultural differences in sensory perception across various senses
• Influence of culture-specific factors on sensory perception
• Relevance of cultural differences for sensory marketing managers
• Opportunities for adapting marketing strategies to local markets
• Potential for further research exploring cultural variations in sensory perception

Zusammenfassung der Kapitel (Chapter Summaries)

• Introduction: This chapter introduces the concept of "global-local dilemma" in marketing and emphasizes the importance of tailoring marketing strategies to local preferences, illustrated with the example of Kellogg's in India. It sets the stage for the research question: How do culture-specific factors influence consumers' sensory perception?
• Theoretical Foundations: This chapter defines key concepts of sensory marketing and culture, emphasizing how culture shapes consumer thoughts, values, and behaviors. It also explains how sensory marketing engages the five senses: Haptics, Smell, Auditory, Taste, and Vision.
• Literature Review: This chapter delves into the cultural differences in sensory perception across different senses, highlighting the variations in how people experience and interpret stimuli like touch, smell, sound, taste, and vision. It explores the cultural factors that influence these differences.
• Discussion: This chapter analyzes the theoretical and practical implications of the findings. It suggests that marketing managers need to adapt strategies to local markets to account for cultural differences and highlights new opportunities for sensory marketing based on understanding these differences. The chapter also explores the limitations of current research and identifies potential avenues for future investigations.

Schlüsselwörter (Keywords)

Sensory marketing, cultural differences, consumer perception, cultural factors, sensory stimuli, international marketing, marketing strategies, local markets, cultural adaptation, research opportunities.

Details

• College: University of Münster
• Grade: 1,7
• Publication Year: 2024
• Pages: 22
• Catalog Number: V1482193
• ISBN (eBook): 9783389039489
• ISBN (Book): 9783389039496
• Language: English
• Tags: Sensory Marketing Cultural Differences