The influence of sensory marketing on the perception of value of potential consumers of a used bicycle: An experimental study
Palavras-chave:
Marketing sensorial, Percepção de valor, Bicicletas seminovas, Contexto visual, LayoutResumo
This study aims to investigate the influence of sensory marketing on the perception of value of potential consumers of used bicycles. The research problem addresses whether visual context, including a "clean" versus a "polluted" scenario, impacts the perception of value of relatively savvy consumers in relation to pre-owned bicycles. The goal is to understand how visual elements, including context and layout, shape consumers' perceptions and influence their purchasing decisions. The literature review highlights relevant studies on the impact of layout on value perception and explores the connection between sensory marketing and purchasing decisions. The formulated hypotheses test the statistical difference in the value attributed to used bicycles based on different visual contexts, using the Mann-Whitney-Wilcoxon Test. The method adopted will be an experimental design between groups, using the Completely Randomized Designs (CRD) method, with online participant recruitment. The results demonstrate that the condition of the product, its history of use and disposable income of potential customers outweighed the influence of visual appeal in the formation of the perception of value of this product in the online environment.
