SENSORY MARKETING AND ITS STRATEGIES IN BOOSTING WINE CONSUMPTION IN THE CITY OF VOTUPORANGA STATE OF SÃO PAULO

Abstract

Multisensory experiences have the capacity to influence consumers when tasting wine. This is sensory marketing, which is a process through which stimuli captured by the sense organs are transformed into psychological interpretations, increasing the probability of winning over the consumer. This study's main objective was to identify sensory marketing in wine consumption and its influence on consumer behavior, based on the experiences of Restaurante Novo Vinho located in the municipality of Votuporanga, northwest of São Paulo. This research was carried out through an exploratory bibliographic study, with a qualitative approach, also using a data collection instrument, characterized by structured research. The results obtained in data collection and interpreted in the bibliographic survey carried out demonstrated that sensory marketing theories are applicable and may contribute to an increase in wine consumption.