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“The Effects of Sensory Marketing in Physical Second-Hand Stores”: A qualitative study of how applying sensory marketing in a physical second-hand store can influence consumers to choose more sustainable options while shopping for apparel.  
Linnaeus University, School of Business and Economics, Department of Management.
Linnaeus University, School of Business and Economics, Department of Management.
2023 (English)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

The emergence of online stores specializing in fast fashion apparel has presented a significant challenge to brick-and-mortar stores and has had detrimental consequences for the environment. Consequently, it is essential for physical stores to stay informed about emerging trends in physical store design. Currently, the fashion industry is acknowledged as a highly detrimental sector in terms of its environmental impact, attributable to its extensive utilization of harmful chemicals, substantial consumption of energy and water resources, and contribution to waste generation and pollution. Therefore, it is imperative to adopt more sustainable practices when it comes to purchasing apparel, particularly in light of sustainability concerns. Moreover, physical second-hand stores play a crucial role in promoting sustainability by offering pre-owned items. To attract customers, these stores need to cultivate a more appealing ambiance and atmosphere. To achieve this, the implementation of a sensory marketing strategy within physical second-hand stores can be employed to enhance the customer experience. By engaging the senses of smell, touch, vision, and hearing in a cohesive manner, a sensory marketing strategy can potentially contribute to a more enjoyable shopping experience and attract customers to physical second-hand stores. This study adopts a qualitative approach, collecting empirical data through semi-structured interviews with female participants aged between 18 and 60 years old in Sweden. The interviewees consisted of individuals who frequently made purchases in physical second-hand stores, as well as those who did so less frequently. The empirical findings were subsequently analyzed in conjunction with the existing literature. The research findings conclude that the implementation of sensory marketing techniques in physical second-hand stores has the potential to enhance the store's image, market position, and overall attractiveness. Creating congruence among the senses can result in a positive customer experience and a pleasant atmosphere, thereby increasing the likelihood of customers choosing to purchase apparel from second-hand stores. Additionally, the study reveals a growing interest among customers in sustainable shopping choices, leading to an increased inclination to opt for second-hand items.

Place, publisher, year, edition, pages
2023. , p. 81
Keywords [en]
Second-hand, Sustainability, Sensory Marketing, Physical Stores, Purchase Decisions, Customer Experience, Fast Fashion
National Category
Business Administration
Identifiers
URN: urn:nbn:se:lnu:diva-121451OAI: oai:DiVA.org:lnu-121451DiVA, id: diva2:1763764
Subject / course
Business Administration - Marketing
Educational program
Customer Experience Management Programme, 180 credits
Supervisors
Examiners
Available from: 2023-06-12 Created: 2023-06-07 Last updated: 2023-06-12Bibliographically approved

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Carlsson, KajsaKlingestam Lundqvist, Carina
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CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
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  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf