Abstract:

Due to increasing competition and market saturation, textile companies try to find new solutions to attract customers. Companies propose new materials, reorganize distribution strategies and develop interactive communication. Producers, distributors and retailers of textile products have also started to implement alternative strategies like sensory strategy. However, the study showed that the influence of the senses on the purchase behaviour of the consumer and their perception of textile products is not high. As was proved in the study, men and women do not perceive and react equally to sensory cues in the choice and evaluation of textile products. Contrary to female respondents, male purchase behaviour was not explained by either emotional or cognitive variables. Therefore it is suggested that the design and implementation of the sensory strategy should be more focused on the female rather than male target group due to their higher sensitivity to sensory stimuli.