Sensorial marketing and consumers with disabilities: an analysis regarding brand memory

• Autor(a) principal: Guerra, Cristiane Medeiros
• Data de Publicação: 2021
• Outros Autores: Dias, Valéria da Veiga
• Tipo de documento: Artigo
• Idioma: por
• Título da fonte: Consumer Behavior Review
• Texto Completo: https://periodicos.ufpe.br/revistas/index.php/cbr/article/view/246110
• topic: consumer; purchase decision; meanings; perception.; consumidor; decisão de compra; significados; percepção.

The use of sensory marketing has been spreading due to the ability to create remarkable experiences for consumers, who with the appropriate stimulus, react or create memories about the brand. However, not all consumers can receive information or encouragement through all the senses, which in many cases can mean alienation and lack of interaction with brands. The objective of this work was to analyze how sensory marketing strategies are perceived by consumers with hearing and visual impairments. The methodology was classified as descriptive and exploratory, with a qualitative approach in the collection and analysis of data. Field research and semi-structured interviews were carried out. Data analysis was done through content analysis. It can be seen that the sensory impaired are limited in their choices, due to lack of acces sibility, especially when the brand communication is unable to reach the public completely, since a different sensory aspect could be used for people who have some limitations. As much as sensory marketing strategically approaches people, it alone cannot communicate fully with this audience. The sensory impaired are able to make purchases, but few develop personal preferences, and when they do, they are based on the influence of family, friends and acquaintances.