The role of cross multi-sensory marketing strategies in pet care stores: A hermeneutic phenomenological investigation at Animates Invercargill
Teodoro, Rodrigo Borges
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Citation: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 (Unpublished document submitted in partial fulfilment of the requirements for the degree of Master of Applied Management).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/10652/5528
Permanent link to Research Bank record:https://hdl.handle.net/10652/5528
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 perception
ANZSRC Field of Research:35 Commerce, management, tourism and services
Degree:Master of Applied Management, Southern Institute of Technology (SIT)
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