Abstract:

In this paper, we focused on the contribution of intuition in the marketing area, espessially in the selling one. We present the definition of intuition, its dimensions and how can we measure it. We showed that intuition is mainly an unconscious process which can be created, developed and measured.  However we don’t found studies in the marketing area. This establishment leads us to make a qualitative study which was based on free interviews with seller in a market place. Our results show that intuition is widely used, but sometimes sellers use also objective informations. Our results supported findings in the litterature as well as for use of intuition and the importance of experience ans practics in intuition, understanding customers and selling.But the most important contribution of our research is the recourse for observation in ordre to act better intuition in the selling efforts.