Özet:

Nowadays, with the increased competition, supermarkets and hypermarkets are getting help from different disciplines to meet consumers’ needs as well as to show their differences from their competitors and get away from them. In this age in which advancing technology and globalization and competitive advantage are compulsory to capture and differentiate, business progress through sensual elements is facing us as an important criterion of differentiation. Influencing consumer decisions and showing their brand attractive to the consumer is one of the main objectives of companies. When consumers make purchasing decisions, they also activate their minds and senses. The importance of sensual marketing addressing the five senses increases every day. In current literature, researchers recognize that stimulating senses affect consumer purchasing behavior, brand and product perception. This study analyses the sensual marketing elements used in supermarkets and hypermarkets (seeing, hearing, smelling, touching and taste).

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