Vpliv elementov senzoričnega marketinga v verigi s hitro prehrano McDonald's na zaznavanje blagovne znamke in zvestobo odjemalcev

Ojo, Teo

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Title:	Vpliv elementov senzoričnega marketinga v verigi s hitro prehrano McDonald's na zaznavanje blagovne znamke in zvestobo odjemalcev
Authors:	ID Ojo, Teo (Author) ID Pisnik, Aleksandra (Mentor) More about this mentor...
Files:	MAG_Ojo_Teo_2025.pdf (3,80 MB) MD5: 11618DB4F7D2D9FE89FD90267E8B560A
Language:	Slovenian
Work type:	Master's thesis/paper
Typology:	2.09 - Master's Thesis
Organization:	EPF - Faculty of Business and Economics
Abstract:	V današnjem turbulentnem tržnem okolju, kjer so odjemalci izpostavljeni nenehnim dražljajem ter se srečujejo z ogromno izbiro izdelkov in storitev, se morajo blagovne znamke posebej potruditi, da izstopijo iz povprečja ter ustvarijo trajno povezavo z odjemalcem. Tradicionalne oblike oglaševanja in poudarjanje funkcionalnih lastnosti izdelkov pogosto ne zadostujejo več, saj potrošniki vse bolj sprejemajo odločitve na podlagi celostne izkušnje, čustvene povezanosti in zaupanja v blagovno znamko. V tem kontekstu postaja senzorični marketing ključno orodje sodobnega trženja, saj omogoča diferencirano in zapomljivo zaznavanje blagovne znamke prek stimulacije čutov – vida, sluha, vonja, okusa in dotika. Senzorični marketing ne ponuja le dodatne vrednosti izdelku, temveč oblikuje edinstveno, več-čutno izkušnjo, ki se vtisne v spomin potrošnika, spodbuja pozitivna čustva ter krepi povezavo z blagovno znamko. Obenem omogoča razlikovanje blagovnih znamk v prenasičenem tržnem prostoru, kjer je racionalna primerjava pogosto nezadostna za oblikovanje lojalnosti. Magistrska naloga se osredotoča na preučevanje vpliva senzoričnih elementov trženja na zaznavanje blagovne znamke McDonald's ter zvestobo potrošnikov tej blagovni znamki. McDonald's je kot raziskovalni okvir še posebej primeren, saj gre za globalno blagovno znamko z uveljavljeno prisotnostjo, ki si prizadeva za enotno uporabniško izkušnjo, hkrati pa mora odgovarjati na lokalne tržne zahteve. Cilj naloge je bil ugotoviti, v kolikšni meri posamezne senzorične dimenzije vplivajo na potrošnikovo doživljanje blagovne znamke in v kolikšni meri se to doživljanje odraža v njihovi zvestobi. V delu tako naslavljamo več ključnih vidikov sodobnega trženja. Poleg opredelitve koncepta senzoričnega marketinga prinaša tudi vpogled v njegovo praktično uporabo v panogi hitre prehrane, analizira vpliv posameznih čutnih dimenzij ter opozori na pomen celostne, konsistentne in emocionalno bogate blagovne izkušnje. Senzorični marketing ni zgolj estetski dodatek ali dopolnilo k tradicionalnim trženjskim pristopom, temveč strateški pristop, ki blagovnim znamkam omogoča vzpostavljanje globljih, bolj trajnih in čustveno podprtih povezav s potrošniki. V magistrskem delu torej predstavimo, da senzorični marketing predstavlja pomembno razvojno priložnost za podjetja, ki želijo v času nenehnih sprememb, visoke konkurence in vse bolj zahtevnih potrošnikov ohraniti svojo relevantnost, prepoznavnost in zvestobo na trgu.
Keywords:	senzorični marketing, zaznavanje blagovne znamke, zvestoba odjemalcev blagovni znamki, McDonald's, senzorična izkušnja, vpliv na čutila, vedenje odjemalcev.
Place of publishing:	Maribor
Publisher:	T. Ojo]
Year of publishing:	2025
PID:	20.500.12556/DKUM-94480
UDC:	658.626
COBISS.SI-ID:	250855171
Publication date in DKUM:	29.09.2025
Views:	201
Downloads:	32
Metadata:
Categories:	EPF
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Licences

License:	CC BY-NC-ND 4.0, Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International

Link:	http://creativecommons.org/licenses/by-nc-nd/4.0/
Description:	The most restrictive Creative Commons license. This only allows people to download and share the work for no commercial gain and for no other purposes.
Licensing start date:	19.08.2025

Secondary language

Language:	English
Title:	The impact of sensory marketing elements in fast food chain McDonald's on brand experience and brand loyalty
Abstract:	In today’s dynamic and saturated market environment, consumers are constantly bombarded with stimuli and faced with an overwhelming number of product and service choices. As a result, brands must make a deliberate effort to stand out and build lasting connections with their customers. Traditional advertising strategies and a focus on functional product attributes are often no longer sufficient, as consumer decisions are increasingly shaped by holistic experiences, emotional engagement, and trust in the brand. Within this context, sensory marketing is emerging as a key tool of modern marketing, offering brands the ability to create distinct and memorable experiences through the stimulation of the five senses – sight, sound, smell, taste, and touch. Sensory marketing does not merely add value to a product; it creates a unique, multisensory brand experience that embeds itself in the consumer’s memory, evokes positive emotions, and strengthens brand attachment. It also enables meaningful differentiation in an oversaturated market where rational comparison is often not enough to secure customer loyalty. This master's thesis explores the impact of sensory marketing elements on the perception of the McDonald's brand and customer loyalty to the McDonald’s brand. McDonald's was selected as the subject of analysis due to its globally recognized identity and consistent brand presence, coupled with the challenge of adapting to local market expectations. The aim of the research was to determine the extent to which individual sensory dimensions influence the customer’s experience of the brand and how this perception translates into brand loyalty. The thesis addresses several key aspects of modern marketing. It defines the concept of sensory marketing, examines its practical application in the fast-food industry, analyses the influence of individual sensory elements, and highlights the importance of a coherent, emotionally engaging brand experience. Sensory marketing is presented not as a superficial aesthetic addition to traditional strategies but as a strategic approach that enables brands to foster deeper, long-lasting, and emotionally resonant relationships with consumers. In this master’s thesis, we present the idea that sensory marketing represents an important development opportunity for companies that wish to maintain their relevance, brand recognition, and customer loyalty in a time of constant change, intense competition, and increasingly demanding consumers.
Keywords:	sensory marketing, brand perception, brand loyalty, McDonald's, sensory experience, effect on the senses, customer behaviour.

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