How does sensory marketing influence the consumer's perception to purchase fast food?

2021 ◽  
Vol 6 (10) ◽  
pp. 91-107
Author(s):  
Gulhan BIZEL
Keyword(s):  
Fast Food ◽  
Sensory Marketing ◽  
Marketing Influence ◽  
Consumer's Perception

A Study on Determining The Factors Impacting Consumer Perception Regarding The Online Food Delivery Apps in Guwahati

GIS Business ◽  
2019 ◽  
Vol 14 (6) ◽  
pp. 521-542
Author(s):  
Saroj Kumar Koiri ◽  
Subhadeep Mukherjee ◽  
Smriti Dutta
Keyword(s):  
Fast Food ◽  
Food Industry ◽  
Food Preferences ◽  
Food Delivery ◽  
Consumer Perception ◽  
Fast Food Industry ◽  
The People ◽  
Indian Food ◽  
Consumer's Perception

Today, fast food industry is growing rapidly in India. It is getting adapted and also being upgraded according to Indian food requirements. Online food ordering apps and sites are developed in order to meet consumer’s expectations. With the changing food preferences and habits of the people, it is necessary to know what factors impact the consumer’s perception regarding online food delivery apps.

scholarly journals Trends in Own Revenue of Indian States: Is Special Status Justified?

2018 ◽  
Vol 5 (2) ◽  
Author(s):  
K. V. Bhanu Murthy
Keyword(s):  
Multiple Regression ◽  
Fast Food ◽  
Influencing Factor ◽  
Study Data ◽  
Restaurant Industry ◽  
Fast Food Restaurant ◽  
Indian States ◽  
Sensory Marketing ◽  
Quick Service ◽  
Selection Of

"Given the importance of Sensory Marketing in the field of QSR (Quick Service Restaurant) industry, the objective of this paper is to identify the key sensory factors that influence customers’ selection of a fast food restaurant. The purpose is to find out the factors in order of influence to answer the question of whether sensory factors play any significant role in the choosing a fast food restaurant. For this quantitative study, data of 1600 respondents were collected through structured questionnaire from four international fast food chain restaurants (KFC, McDonald, Domino’s and Subway) across four cities (Mumbai, Chennai, Bangalore and Hyderabad) of India. To meet the research objective and to test the hypothesis statistical tools; Factor Analyses and Multiple regression were used. Factor analysis revealed three components, namely: Sensory influence, Promotional influence and Monetary influence, due to their high factor loadings. Further, multiple regression analysis results indicated that the Sensory factor contributed significantly to the model followed by Promotional factor and Monetary Factor. This study concludes that Sensory Factor is the most influencing factor for customers to select a fast food restaurant contrary to the belief of Promotional and Monetary factor. This study not only adds to theoretical insights of the literature of Sensory marketing but also recommends its practical implications to the marketing managers and practitioners of the QSR industry.

Making Sense in Marketing–Sensory Strategies For International Quick Service Restaurants

2018 ◽  
Vol 8 (1) ◽  
Author(s):  
Prof Mohammed Abdul Azeem ◽  
Mr.Sharafat Hussain
Keyword(s):  
Multiple Regression ◽  
Fast Food ◽  
Influencing Factor ◽  
Study Data ◽  
Restaurant Industry ◽  
Fast Food Restaurant ◽  
Making Sense ◽  
Sensory Marketing ◽  
Quick Service ◽  
Selection Of

"Given the importance of Sensory Marketing in the field of QSR (Quick Service Restaurant) industry, the objective of this paper is to identify the key sensory factors that influence customers’ selection of a fast food restaurant. The purpose is to find out the factors in order of influence to answer the question of whether sensory factors play any significant role in the choosing a fast food restaurant. For this quantitative study, data of 1600 respondents were collected through structured questionnaire from four international fast food chain restaurants (KFC, McDonald, Domino’s and Subway) across four cities (Mumbai, Chennai, Bangalore and Hyderabad) of India. To meet the research objective and to test the hypothesis statistical tools; Factor Analyses and Multiple regression were used. Factor analysis revealed three components, namely: Sensory influence, Promotional influence and Monetary influence, due to their high factor loadings. Further, multiple regression analysis results indicated that the Sensory factor contributed significantly to the model followed by Promotional factor and Monetary Factor. This study concludes that Sensory Factor is the most influencing factor for customers to select a fast food restaurant contrary to the belief of Promotional and Monetary factor. This study not only adds to theoretical insights of the literature of Sensory marketing but also recommends its practical implications to the marketing managers and practitioners of the QSR industry.

Sensory Triggers to Drive Sales- Creating Competitive Advantage Through Multisensory Consumption Experience in Restaurants

2019 ◽  
Vol 118 (11) ◽  
pp. 167-178
Author(s):  
Sharafat Hussain ◽  
Mohammed Abdul Azeem
Keyword(s):  
Fast Food ◽  
Marketing Strategies ◽  
Taste Preferences ◽  
Fast Food Industry ◽  
Chi Square ◽  
Consumption Experience ◽  
Sensory Marketing ◽  
Sensory Strategies ◽  
Chi Square Test ◽  
Fast Food Restaurants

When foreign fast food restaurants enter the Indian market, their sensory marketing strategies change based on language, culture and taste preferences. Southern India is known for cultural diversity, different languages, spicy taste preferences and varied music; these components directly impact sensory strategies and consumer behaviour. The objective of this paper is to analyse the relationship between time spent in the restaurant and sensory strategies used, leading more consumption. The purpose of the study is to find out whether the sensory cues (colour, music, smell, touch and taste) have any significant role in having customers spend more time at the restaurant leading more consumption. Data was gathered from consumers of Four international fast-food chain restaurants (KFC, McDonald, Domino’s and Subway) across four cities (Mumbai, Chennai, Bangalore and Hyderabad) of India. Chi Square test rejected the null hypotheses; there was statistically significant evidence of an association between time spent in the restaurant leading to more consumption and sensory strategies (the colour used, music played and variety of cuisine offered). However, for scent and touch cues, the results were statically insignificant. This study result has important implications for the fast-food industry in understanding how to create and manage their sensory marketing strategies to attract people who love sitting and spending quality time at the restaurant which ultimately leads to more sales.

The Role of Sensory Marketing in Achieving Customer Patronage

2018 ◽  
Vol 5 (2) ◽  
pp. 155
Author(s):  
Chioma Dili Ifeanyichukwu ◽  
Abude Peter
Keyword(s):  
Fast Food ◽  
Daily Basis ◽  
Fast Food Restaurant ◽  
Sensory Cues ◽  
School Work ◽  
Sensory Marketing ◽  
Study Results ◽  
Fast Food Restaurants ◽  
The Relationship

Sensory marketing is regarded as a new way of making an organizational profit. Less time and more school/work hours have made people pop into a fast food restaurant on a daily basis. More and more restaurants are employing stimuli of Scent, Sound, texture, vision, and taste to build stronger emotional connections with the customer and drive preference to their brand. A quick look at our environment gives one a clearer picture of these fast food restaurants and one begins to wonder why they spring up in great numbers, thus intensifying competition. This study aims at examining the relationship between human senses/ sensory cues and customer patronage. Also, it seeks to find out how fast food restaurants should apply sensory cues to enhance customer patronage. 150 regular customers of Nourisha fast food restaurant in Awka were used as respondents, and a structured questionnaire was administered to elicit the required information from the respondents. Multiple regression was used to test for the significance of the five hypothesis proposed for the study. Results showed the powerful and tremendous effect of the concept of sensory marketing which is inevitable for the success of a firm in this highly competitive market.

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