Influence of sensory marketing on the purchasing behavior of centennials and millennials in the fast fashion sector

Abstract

In the fast fashion sector, it is common to use various incentives or motivational factors derived from sensory marketing in stores, either to facilitate or influence purchases. The main objective of this study is to conduct a quantitative assessment of these factors, identifying potential differences that may exist based on gender or membership in one or another of the sociodemographic groups studied (millennials and centennials). A combination of quantitative methodologies was used, based on the results of a survey conducted among consumers belonging to these groups residing in Spain. The results indicate that high-quality customer service is a much more determining factor in repeat purchases than the use of sensory stimuli in stores. Among these, those related to touch have a greater impact on clothing purchasing decisions than the rest, in both age groups and for both genders. It is concluded that, in general, while centennials are more influenced than millennials by the visual and auditory factors in clothing stores, the latter are more influenced by tactile incentives. Furthermore, women tend to show a greater predisposition to the influence of sensory incentives than men.