Particular product

[Rupturing dominance of sight] Traditional food from the North Karelia region in its many forms is perceived as one of the major attractions for visitors (...) Schmitt (1999, 62) talks about sense marketing that aims to appeal to the senses with the objective of creating sensory experiences through sight, sound, touch, taste and smell. This 'sense marketing' provides an opportunity to differentiate between companies and products, to motivate consumers, and to add value to products. For the interviewees special kinds of food represent the whole culture. One typical example of the traditional Karelian food is a pastry called the Karelian pie or pirog.

Are you interested in some particular product, product group or service (...)?
Well, in general, the snacks, you know.
(...)
What did you expect from the fair?
Well, what I. they have all kinds of delicacies here, Karelian pirogs [pies], good food (...).
Are you interested in a specific product or product group?
Well, especially these pastries.
Why is that?
Well, because we're from Karelia.

Eeva-Katri Ahola: Producing experience in marketplace encounters: A study of consumption experiences in art exhibitions and trade fairs. Helsinki Scholl of Economics A -299, HSE Print, 2007.