Le leve del marketing utilizzate per il superamento delle barriere psicologiche nel cliente: Il caso Amplifon

The elaboration carried out by the researcher has the objective of analysing and identifying the possible causesposed by the hypoacusic custumer during the application of an acoustic prosthesis. The researcher begins through a brief analysis of the research environment, describing, by some scientific terms, the definition of hearing loss and providing the percentages of people affected by this disease. After having identified all the questions to base of the research, the real phase of research developed by proposing a questionnaire to all the participants in the Amplifons' shops of the cities of Rivoli, Collegno, Grugliasco and Pinerolo. Thanks to the considerable economic and social differences between the four cities neighboring Turin, the results of the survey were very satisfactory. Easily emerged as the older customer turns out to be very impressionable by family and friends, and in the future could be also impressionable by the web community. It has also emerged that he needs attention and how the sales staff should instill in him a sense of trust and complicity. These results have become evident the need to identify potential solutions for all companies in the industry and especially for the leader, Amplifon. Through numerous research it was agreed that the best strategies applicable to the sector, were those dictated by neuromarketing and by experiential and emotional marketing. To better define the research the writer wanted to bring to light the real case of Amplifon. After having analyzed in detail the strengths and weaknesses of the leader, She has identified valid suggestions that the company could implement to remain the leader and not to become a company based on price competition thus losing its great identity as a global brand. The effected searches led the researcher to come to the conclusion that the experiential type service is successful in this field, because it is synonymous of grat quality for the customer. But the threats are multiple and the first comes from the negative ¿word of mouth¿, and if the company fails to stimulate the positive one in satisfied customers, when this becomes viral on the web, the company will find it really very difficult to positively influence the customer in order to break down its barrier sposed by the insecurity of the pathology and by the age.