Sensorial Marketing at FC Barcelona Official Megastore Camp Nou

Authors
Laura Rivera León; Cristina Vásquez Rivera

Source
UCV-SCIENTIA. Vol 10 No 2 (2018): Julio-Diciembre

DOI: 10.18050/RevUcv-Scientia.v10n2a9
URL: http://revistas.ucv.edu.pe/index.php/UCV-SCIENTIA/article/view/1802

Abstract
This research explains about Sensorial Marketing at FC Barcelona Megastore Oficial Camp Nou. Different methodologies have been used such as the participant observation and the survey to determine whether FC Barcelona Megastore Oficial Camp Nou applies sensorial marketing at the point of retailing. The results of this research show that customer stimuli are perceived in all senses except smell and taste. Sensorial marketing was described at FC Barcelona Megastore Oficial Camp Nou, demonstrating that sensorial marketing is applied as a fundamental sales strategy. It was found that there are different neuroscientific theories, which explain the behavior of consumers and their emotions in the purchase decision. It was demonstrated that within the FC Barcelona Megastore Official Camp Nou, there is sensorial marketing, through detailed description of its facilities, fully set out to the differentiation of experience for the customer.

Keywords
Sensorial Marketing, FC Barcelona Megastore, Emotions