A Study On Influence of Sensory Marketing in Kollam District

A STUDY ON INFLUENCE OF SENSORY MARKETING IN
FOOD BUYING DECSION WITH SPECIAL REFERENCE TO

KOLLAM DISTRICT
PROJECT REPORT
Report submitted to University of Kerala in partial fulfillment of the requirement for the
award of the degree of Master of Commerce
SUBMITTED BY
CANDIDATE CODE: 59019142015
EXAM CODE 59018402

SUBJECT CODE : CO 245
COURSE CODE 590
UNIVERSITY OF KERALA
THIRUVANATHAPURAM
2019-2021
LIST OF CONTENTS
SL.NO CONTENTS PAGE NO:
1 LIST OF TABLES
2 LIST OF FIGURES
3 CHAPTER 1- INTRODUCTION 1-9
4 CHAPTER 2- THEORETICAL 10-23
FRAMEWORK
5 CHAPTER 3- ANALYSIS AND 24-67
INTERPRETATION
6 CHAPTER 4- FINDINGS,CONCLUSION 68-73
AND SUGGESTIONS
BIBLIOGRAPHY
APPENDIX
LIST OF TABLES
TABLE TITLES PAGE

NUMBER NUMBER
3.1 Gender of respondents 24
3.2 Age of respondents 25
3.3 Area of residence of respondents 26
3.4 Educational qualification of respondents 27
3.5 Socio- professional status 28

3.6 Monthly income 29
3.7 Chi-square test – Gender and frequency of visiting fast food 30
restaurant – Observed frequency
3.8 Chi-square test – Gender and frequency of visiting fast food 31

restaurant – Expected frequency
3.9 Chi-square Test – Gender and frequency of visiting fast food 31

restaurant – Chi-square frequency
3.10 Chi-square Test- – Gender and money spent while visiting fast food 32
restaurant – Observed frequency
3.11 Chi-square Test – Gender and money spent while visiting fast food 33
restaurant – Expected frequency
3.12 Chi-square Test – Gender and money spent while visiting fast food 33
restaurant – Chi-square frequency
3.13 Awareness about sensory marketing 34

3.14 Factors induce to visit the restaurant 35
3.15 Spend time in restaurant 36
3.16 One way ANOVA – Area of residence and the attractive way the 37
food is being served – Cross tab result
3.17 One way ANOVA – Area of residence and the attractive way the 37
food is being served – Descriptive statistics
3.18 Calculation of One way ANOVA Test 38

3.19 Food preparation style makes an enthusiasm 39
3.20 One way ANOVA – Area of residence and sweet melodious make 40
food outlet more pleasant – Crosstab result
3.21 One way ANOVA – Area of residence and sweet melodious make 40
food outlet more pleasant – Descriptive statistics
3.22 Calculation of One way ANOVA Test 41

3.23 Live performance gives more delight to having the food 42
3.24 One way ANOVA – Area of residence and aroma of food can 43
stimulate an appetite – Crosstab results
3.25 One way ANOVA – Area of residence and aroma of food can 43
stimulate an appetite – Descriptive statistics
3.26 Calculation of one way ANOVA Test 44

3.27 Pleasing food smell attract to enter the food outlet 45
3.28 One way ANOVA – Area of residence and food texture making 46
food more desirable and appealing – Crosstab results
3.29 One way ANOVA – Area of residence and food texture making 46
food more delight and appealing – Descriptive statistics

3.31 Feel good in touching a food item will help to buy more 48
3.32 One way ANOVA – Area of residence and the yummy food 49
influence to revisit the outlet – Crosstab result
3.33 One way ANOVA – Area of residence and the yummy food 49
influence to re visit the outlet – Descriptive statistics

3.35 Availability of multi-cuisine attract to buy more 51
3.36 A foul odour will keep you off a place even though feel hungry 52
3.37 Smell of AC and air freshener make discomfort 53
3.38 A bad taste of food reluctant to revisit the restaurant again 54
3.39 Nasty food create negative image on the mind about the product 55
3.40 Music in food outlets often too loud 56
3.41 Crowd in the restaurant distract the ambience 57
3.42 Eye displeasing lights makes irritation 58
3.43 Inappropriate color combination affect the visual decor 59
3.44 Difference in food texture affect the touch modality 60
3.45 Serving food with wrong garnishing affect the touch feel 61
3.46 Chi-square Test – Monthly income and changes occurred in the 62
decision making – Observed frequency

decision making process- – Expected frequency

decision making process – Chi-square frequency
3.49 Factors influence to change in the decision making process 64

3.50 Exorbitant price charge 65
3.51 Chi-square Test- – Gender and satisfaction level of sensory 66
marketing – Observed frequency
3.52 Chi-square Test – Gender and satisfaction level of sensory 66

marketing – Expected frequency
3.53 Chi-square test – Gender and satisfaction level of sensory marketing 67

– Chi-square frequency
LIST OF FIGURES
FIGURE TITLE PAGE

NUMBER NUMBER
3.1 Gender of respondents 24
3.2 Age of respondents 25
3.3 Area of residence of respondents 26
3.4 Educational qualification of respondents 27
3.5 Socio- professional status 28
3.6 Monthly income 29
3.7 Awareness about sensory marketing 34
3.8 Spend time in restaurant 36
3.9 Food preparation style makes enthusiasm 39
3.10 Live performance gives more delight to having the food 42
3.11 Pleasing food smell attract to enter the food outlet 45
3.12 Feel good in touching a food item will help to buy more 48
3.13 Availability of multi-cuisine attract to buy more 51
3.14 A foul odour will keep you off a place even though feel hungry 52
3.15 Smell of AC and air freshener make discomfort 53
3.16 A bad taste of food reluctant to revisit the restaurant again 54
3.17 Nasty food create negative image on the mind about the product 55
3.18 Music in food outlets often too loud 56
3.19 Crowd in the restaurant distract the ambience 57
3.20 Eye displeasing lights makes irritation 58
3.21 Inappropriate color combination affect the visual decor 59
3.22 Difference in food texture affect the touch modality 60
3.23 Serving food with wrong garnishing affect the touch feel 61
3.24 Exorbitant price charge 65

CHAPTER 1
INTRODUCTION
Marketing is the act of driving profitable customer action. It spans the comprehensive scope of
strategies and tactics organizations use to position products and services in the market place and
motivate target audiences to make a purchase. Success of a company depends upon the
accomplishment of customer needs and wants than competition. It can be said that in contrast to
the product centered make and sell ideology the marketing concept is focused on the customer
centered to influence perceptions, memories and learning processes, with the aim of
manipulating consumers motivation ,desires and behavior.
We are about to enter an era of sense based marketing. Due to increasing competition among
various companies the good quality of products or services no longer remains the only criteria for
selection. Consumers nowadays are looking forward to a wholesome experience while shopping.
They are attracted towards products that appeal to their senses and develop an emotional connect.
For this not only the product attributes but the environments at the point of purchase influence
their decisions. Marketers began the use of senses to create an edge in their product and services.
Sensory marketing is a somewhat new term in the marketing world and a trending strategy. The
main goal of this marketing strategy is to create a sensory experience that strengthens the
connection with users through a process that involves both the rational and emotional parts of the
brain although varying degrees. As part of this process the subconscious component facilitate
automatic decision making and behaviors on the basis of lessons learned through past
experience.
Thus, Sensory marketing is the technique that is uses to reach your customers senses and
influence their behavior based on how your brands and tactics make them feel. Sensory
marketing is simply the process of winning a customer’s trust and attention appealing to each of
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these five senses. Krishna defines sensory marketing as “marketing that engages the consumer’s
senses and affects their behavior.
Current marketing environment has lot of competitive brands which aims consumer’s choice
more intricate. Every consumer perceives and experience service both goods and service
components through the senses. In human brain sensory information is stored and a distinct
image is created which need to be further activated by long-term memory.
According to Lindstorm advocates that emotional link between the consumer and the brand can
be enhanced through a multisensory communication platform. So it is evident that multisensory
approach is vital for connecting with customers. Some people enjoy looking at visuals others like
listening to audio while others are attracted to touch or smell. These sensory appeals can all be
utilizes in marketing products and services.
1.1 REVIEW OF LITERATURE
The modern marketing management tries to solve the basic problems of consumers in
consumption. To survive in the market, a firm must be constantly innovating and understand the
latest consumer needs and tastes. It will be extremely useful in exploiting marketing
opportunities and in meeting the challenges that the Indian market offers. It is important for the
marketers to understand the buyer behavior especially based on sensory marketing.
➢ Hawkins (2000), emotions are uncontrolled feelings triggered by environmental

events, which could be internal or external events. Even though emotions are associated
with human behavior, the situation and perceptions across different individuals and
cultures determine the intensity of the emotion and the degree to which behavior will be
affected.
➢ Freemantle( 2004), in this context, it is important to make a clear differentiation

between feelings, emotions and moods; feelings are described as specific sensations ,for
example, anger or joy; emotions are the responses to these feelings generally short term.
Meanwhile moods are longer-term collection of feelings.
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➢ Solomon (2007) opined in his study about the memory and storage of learned
information. There are two types of memory, the first being short-term memory that
works as a snapshot and meaning that this type of memory is responsible for storing
information for a specified period. The second type is the long-term or eternal memory
which starts building since childhood, holding events for long periods of time. The way
that the information is encrypted when it is perceived determines how it is stored in
memory.
➢ Lindstrom (2010), emotions get our attention through our senses which then
influences our decision making processes.
➢ Mohammed Mzhmoudi Maymand and Perisa Nezami (2012), examined in

their study
about brand are one of the most important tool in today’s global business. In the realities
of today’s economy people are overloaded with options and conflicting information
regarding just about everything. Additionally much of the information looks the same. It
is difficult to people to identify the best choice. Hence 5 senses play key role at human
life and according to ever growing increase of brands, more application of senses for
establishing brand has great importance. Thus sensory branding is the most effective
communication in future.
➢ Khanna and Mishra (2013), conducted the research to get an insight into the
impact of sensory aspects of Coca Cola on consumer for building brand identity and brand
awareness. The study found that in perspective of building brand identity, taste, visual and
tactile aspects of Coca Cola have strong impact and on the other hand, smell and auditory
aspects have less impact on building brand identity of consumer. In perspective of
building brand awareness to the consumer, visual and tactile aspects of Coca Cola have
strong impact and taste aspect has moderate impact.
➢ Aml Degermen Erenkol and Merve AK(2015), conducted the research to get a
insight about the role of senses in consumer perception and the relationship between
senses and marketing followed by sensory marketing practice of companies and how
consumer are affected from these practice and their response . In the competitive era
environment
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impels the companies to search for different marketing methods beside the traditional
ones. Consumer emotional and behavioral orientations that are affected out of sensory
marketing thus being focused in this study. The study concluded that from among various
stimuli that are sent to five senses sound, taste and tactile are the most effective senses in
purchasing decision.
➢ Dr Kumar K and Pradeep Kumar R (2017), in their study influence of multi

sensory marketing strategy which is used to conduct a differentiated experience of
engagement on stores, on a shopping experience and consumer decision making. The
importance of five senses of sensory strategy used by the stores provides a unique
opportunity for an approach between brands and consumer, and differentiates stores
which use sensory marketing strategies from their competitors. The establishment of
brands in the mind of individuals consciously or subconsciously impacts their choice and
consumption of products .Thus multi sensory marketing used as an effective tool which
can significantly impact the choice of the consumers.
➢ Jana kilestikova and Margareta Nadanyiova(2018), identified in their study

about the scope for application of new marketing strategy such as sensory marketing
represents a way for companies to influence consumers senses( sight, hearing, smell,
touch and taste) and evoke the emotions affecting their buying behavior and perception of
the product or brand. Brand building is the potential to represent a certain value for the
company. Benefit of using sensory marketing for building brand value, including ensuring
loyalty of standing customers as well as gaining new ones, building successful brand and
positive perception of the brand and product by users.
➢ Dissabandara D.R and Dissanayake D.M.R (2019), sensory marketing creates

an impact on the senses of the consumer where it also affect the perception, judgment and
behavior. Since the five senses play an important role in the human life establishing
brands with great importance is a key factor in the ever increasing brands in the market.
At the same time sensory brands help to create a powerful sensory relationship with the
client. Sensory marketing suggest 5 different elements where sensory stimuli are created
and consumers are influenced. The sensory elements create sensory expressions and
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influence grounded cognition and finally it impacts the consumer behavior.
1.2 Statement of the problem
Today’s markets are increasingly competitive and global. Every marketing strategies are
differentiate themselves and also more important than ever. Consumers buying behavior is
increasingly driven by emotional factors rather than rational processes therefore as part of the
marketer’s quest to connect with and adapt to today’s constantly evolving and increasingly
demanding consumers, sensory marketing is now considered to be a top priority strategy of every
marketers.
Due to the emergence of innovations and new trends in the marketing strategies food industry
provide a memorable experience to the customers can forge a stronger connection to the product
or services and aims to influencing every stage of buyer’s behavior involves harnessing all five
senses in an integrated manner, aligning the entire sensory experience to touch the soul of the
customer apart from satisfying themselves with physical products.
Hence the study focuses to measure the influence of sense organs on buying behavior of
customers in relation to food industry.
1.3 Objectives of the study
➢ To analyze the factors that induce the customers towards food buying decision
➢ To evaluate the subtle influence of various sense organs on sensational experience.

➢ To assess the attitude of consumers regarding sensational effect.
➢ To understand the satisfaction level of the consumers towards sensory marketing
1.4 Need and significance of the study
Restaurant are become fully immersive with themed aspects, one insight from this trend is that
these restaurants carefully consider sensory experiences. Engaging customer’s senses has the
potential to create a unique dining experience and can be leveraged as a branding tool to attract
and retain customers. The five senses of sight, smell, taste, touch and sound all have an impact
on customer experience in a restaurant setting.
5
Hence the study focus on analyzing the facts that how sensory marketing influence decision
making of consumer and how the sensory marketing could applied in restaurants to achieve the
better performance and aims to understand which sensory influence the customer more. The use
of these marketing strategies will bring to the company a more effective way to communicate
with and reach customers and it act as powerful weapon to the restaurant owners
1.5 Scope of the study
The present study is based on the process that how the sensory marketing usage in restaurant
influence the consumer behavior in decision making process. This study provides information
relating to the influence of sensory marketing in fast food industry.
The variables covered were clubbed under two heads:
The first one related to the personal profile of the respondent and their socio economic status.
These included age, area of residence, education, monthly income. The second set of variables
related to operational parameters of the respondents. These included the habit of visiting
restaurant, factors influence to visit the restaurant, attitude towards sensational effect, stimulation
of various sense organs and the satisfaction level towards sensory marketing.
1.6 Hypothesis formulated
The hypothesis formulated for the Study is as follows:
1. H0: There is no association between frequency of visiting fast food restaurant and
gender.
H1: There is association between frequency of visiting fast food restaurant and gender.
2. H0: There is no association between money spent while visiting fast food restaurant and
gender
H1: There is association between money spent while visiting fast food restaurant and
gender
3. H0: There is no significant difference between stimulation of sense organ and area of
residence
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H1: There is significant difference between stimulation of sense organ and area of
of residence
4. H1: There is no association between changes in the decision making process and
monthly income
H2: There is association between changes in the decision making process and monthly
income.
5. H1: There is no association between satisfaction level of sensory marketing and gender.
H2: There is association between satisfaction level of sensory marketing and gender.
1.7 Research methodology
➢ Research design
The present study is a sample study and is descriptive and analytical in nature.
➢ Sampling design
a) Population
The total population of the study is the consumers who are dining in the restaurant from
the Kollam district
b) Sample size
For the purpose of study 80 respondents are selected
c) Sampling technique
There were more than 100 respondents are answered but some are not aware about the
term sensory marketing. So it is difficult to obtain data from those respondents Owing to
this respondent who were aware about the term sensory marketing where selected by
using convenient sampling technique.
➢ Data collection
• Sources of data
The data required for the study were collected from both primary and secondary sources.
Primary data collected from 80 respondents through structured questionnaire.
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Questionnaire was designed in such a manner that it would facilitate the respondents to
reveal maximum information. The unit of analysis in this study is the consumer level.
The secondary data for the study was collected from published research articles, websites,
books and magazines.
• Tools for collection and analysis
The tool used for collecting primary data from respondents through administrating was
structured questionnaire. All data were subjected to facilitate interpretation. The
hypotheses were tested using statistical tools like chi-square test, determining any
association between selected variable identified and one way ANOVA test were
undertaken to determine whether there was a significant difference in the variables
identified.
• Software used
Microsoft office word
Microsoft office excel
SPSS
• Period of study
The study has been undertaken for a period of six month.
1.8 Limitations of the study
• The data is based on the opinion of individuals which may bring some bias.
• All the inherent limitation of the sample study can be expected
• The influence of sensory marketing in the food buying behavior analysis was only done
from the consumer perspective.
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1.9 CHAPTERISATION
▪ CHAPTER 1 - INTRODUCTION
• Review of literature
• Statement of problem
• Objectives of the study
• Need and significance
• Scope of the study
• Hypothesis formulated
• Research methodology
• Limitations of the study
▪ CHAPTER 2 - THEORETICAL OVERVIEW
▪ CHAPTER 3 - DATA ANALYSIS AND INTERPRETATION
▪ CHAPTER 4 - FINDINGS, SUGGESTIONS AND CONCLUSION
Bibliography
Appendix
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CHAPTER II
THEORETICAL FRAMEWORK
The past century has seen many shifts in business techniques. Analyzing the recent history of
marketing practices one can identify the main changes. Year after year, numerous marketing
practices has been used, developed and aggressive approaches and they want something new,
something innovative, something amazing. They want to leave experiences to through
consumptions. Our individualized society has heightened the need of originality in the selling
process. Marketers noticed that and this is how sensor marketing is born. The purpose of
inventing this technique was to affect consumers’ emotions, perceptions, memories, preferences,
choices and consumption by offering a sensual product or selling it in a pleasant atmosphere.
Sensory branding is used to relate to the customer in a more personal way than mass marketing.
It is a technique that does what traditional forms of advertising cannot. It is used in retail design,
magazines, showrooms, trade –fair booth, service centers and corporate headquarters. A multi-
sensory experience occurs when the customer is appealed to by two or more senses. The sensory
marketing approach tries to fill in the deficiencies of the “traditional marketing” which too
rational. Classic marketing is based on the idea that the customer is rational, that his behavior is
broke up in defined reasoned steps, according to the offer, the competition , the answer to his
needs. By contrast, sensory marketing put the experiences lived by the consumers and his
feelings in the process these experiences have sensorial, emotional, cognitive, behavioral and
relational dimensions not only functional. It aims to create the adequacy of the product with their
design and their packaging and then to valorize them in a commercial environment to make them
attractive. There, the consumer is behaving according to his impulsions and emotion, more than
his reason. According to Aradhana “in the past communications with customers were essentially
monologues-companies. Then they evolved into dialogues with customers providing feedback.
Now they are becoming multidimensional conversations with products finding their own voices
and consumers responding viscerally and subconsciously to them.”
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Sensory marketing is defined as a way of:
• Measuring and explaining consumer emotions

• Spotting and capitalizing on new market opportunities.
• An opportunity to maximize product profitability.
• Ensuring first and repeat purchase ( loyalty)
• Ensuring long lasting product success.
A sensory stimulus in relation to retailing pertains to any event or object, igniting the senses that
elicit a response by the persons receiving them. These faculties include;
✓ Olfactory( smelling)
✓ Tactile( touching)
✓ Aural( hearing)
✓ Visual (seeing)
✓ Oral( tasting)
With the contemporary shopper being inspired by a unique range of experiential shopping
environments, owners or designers are heavily concerned with market strategies driven to satisfy
the consumers or “sensation seekers”, desire perception and satisfaction needs. Customers brand
experience relates to what is memorable, with purchasing behavior driven by storytelling and
emotion, thus sensory stimuli is used to relate emotional ties, linking the consumer and the
brand. When sensory orchestration is maximized a compelling experience is achieved with
customers wanting to repeat through repeated visits.
Human experience is affected by cognitive processes, specifically thinking in conjunction with

memory. The human sensory experience is not achieved by a single sensory input but by a
“combination of perceptual systems overlapping one another”. It is in the interaction between
information stimulating the present receptors and information from past experience that already
exist that the response is formed; therefore, sensory stimuli have a direct influence on behaviors
and attitudes of humans or consumers in retail environments.
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2.1 SENSORY BRANDING: is a type of marketing those appeals to all senses in relation to the
brand. It uses the senses to relate with customers on an emotional level. Brands can forge
emotional associations in the customer’s minds by appealing to their senses. A multi sensory
brand experience generates certain beliefs, feelings, thoughts and opinions to create a brand
image in the consumers mind.
SENSE any of the faculties, as sight, hearing, smell taste, or touch , by which humans and
animals perceive stimuli originating from outside or inside the body.
2.2 THE SENSES
❖ SIGHT
Sight has been the most used sense in the advertising world over the past century. Sight is
the most prominent sense of all because eyes contain two-thirds of the sense cells in the
body. Firms or brands utilize this sense to establish its identity and ultimately create a
sight experience for an individual. We use our sense of sight to perceive contrasts or
difference between many things such as big or small, light or dark or thin or thick, this
help us realize when there are certain differences or changes in a new package, new store
interior or new product design .We often notice these differences and acknowledge them;
reactions to changes are prevalent in physical goods, services and the service landscape.
Design is one of the most important aspects of a product or service, it is through design
that firms and brands can express personality which an individual identifies with. It has
been said that design is the most potent expression of a brands identity, especially when
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an individual quest for personal quality of life and welfare is symbolized through
different brands. Design can be used to convey if a certain brand is new and innovative
such as Apple or old and retro such as Volkswagen Beetle. Packaging is another
important aspect that affects the sense of sight and tactics used to market this sense.
Successful packages are those that can convey a combination of emotional and functional
attributes such as numerous wine, spirits or beer bottles, which have a connecting story or
myth. On a bottle of Mystery cliffs, a French Chardonnay label from 1997 shows the high
rocky coast of California with lone pine standing out on a ledge. This way the portrays
how exotic and exciting the wine is.
The sense of sight can also be used with a series of new and innovative technologies such
as virtual reality. With the aid of these gadgets firms and brands can provide customer
with sensory experiences that are more immersive and would not possible otherwise.
❖ SOUND
Sound is a sense that is often underestimated in marketing, however, along with sight it
account for 99% of all brand communication. Sound affects our mood and psychological
state, promotes peace of mind and alerts us to danger. Since the early twentieth century,
Sound has been applied in mass marketing, to create awareness about a film and its
products mainly in television and radio. People often express their identity through
sounds. Verbally, we convey to other who we are, where we come from, our likes and
dislikes, how we feel, etc. using sound, we can clarify our arguments, opinion and
feelings in a manner that facial expression alone cannot.
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The sound or hearing can be stimulated in the same way as sight and smell. More and more
restaurants are keying in on the importance of music as way enhance the customer experience
and differentiate their brand from the competition. One would be by restaurant owners asking to
use background music strategically most of these restaurants know the worth of utilizing music
to affect their visitors experience, but few know the best practices for doing this.
A very popular form of sound marketing is using jingles. In the United States jingles were used
as a new way to market new products and services as early as the 1920s. In the 1940s Austen
Herbert Croom- Johnson and Alan Bradley Kent developed the jingle “Pepsi-Cola hits the spot,”
which was the first network jingle. The Pepsi jingle was successfully placed in millions of
jukeboxes around the United States. Jingles have traditionally been characterized by short lyrics
and commercial messages. They are memorable because short sequences that are repeated tend to
be easily remembered. Voices can also be used to create a connection between a brand and a
sound. Voices are often perceived as personal, emotional and friendly which is why they are so
effective for certain brands, however, a voice must be used continuously and coherently to
enhance the brand identity. BMW used DAVID SUCHETs voice for over 10 years to give the
right feelings to its commercials.
❖ SMELL
Of all five senses, smell is believed to be linked the most to emotion due to the brain’s olfactory
bulb, which detects odours, fast-tracks signals to the limbic system and then links emotion to
memories. Recently, many companies have dedicated to sell scent and aroma to different brands
and firms to enhance their marketing strategy and brand identity. With the sense of smell being
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so sensitive and powerful it is not a surprise that many companies have joined the industry ,after
all, 75% of our emotions are generated by what we smell. This form of sensory branding has
already been used for sometime; in fact in 1990 Singapore airlines introduced Stefan Floridian
waters, a patented aroma that quickly became a unique trademark of Singapore Airlines.
The distinctive aroma was blended into the flight attendants perfume into the hot towels served
before take-off and even made sure the whole plane had a hint of the smell. Travellers who took
several flights on Singapore Airlines and were asked about the smell reported that instantly
recognized it upon entering the aircraft, it is a smell that has the capabilities to jump- start a chain
of emotions and comfortable memories, which is exactly what companies are looking for when
entering this type of sensorial branding.
❖ TASTE
The sense of taste is the most intimate one because we can’t taste anything from a distance. It is
also believed to be the most distinctly emotional sense. Our taste is also dependent on our saliva
and differs on each different person. People who prefer saltier foods are used to a higher
concentration of sodium and therefore have saltier saliva. In fact 78% of our taste preferences are
dependent on ones genes. Taste also has a social aspect attached to it we rarely seek to enjoy
food by ourselves since eating usually facilities social interaction between people. Business
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meetings and home dinners are almost all time in company of other and companies need to take
this into consideration.
A Swedish company city gross made great use of this when it opened it the spring of 2007. The
Swedish food retail store delivered grocery bags to households containing bread, beverages,
sandwich spread and fruits. Competition in the industry is known to be very high and most
retailers used low prices or coupons to attract customers. City gross managed to reach out to
customers very differently from the traditional marketing which was very impersonal the
company delivered customers with taste of the brand and customers perceived this as something
more personal and intimate.
❖ TOUCH
Touch is very important in sensory branding because it strengthens the experience an individual
has when interacting with a product. Tactile marketing can be used by brands to express their
identity and values; however, this requires an interaction between consumer and brand and that is
often hard from a distance. Tactile marketing can be facilitated by different sense expressions
such as material and surface temperature and weight and form and steadiness. Many people have
a positive response to touch which can be useful in services.
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During a pleasant touching experience the hormone oxytocin is released which leads to calmness
and well-being. Firms need to be very selective of when to utilize this since it is perceived
diversely across different cultures.
2.3 HISTORY
During the 1950s, marketers concentrated on using sight for branding. They focused on colour
and form to promote brands. This was because the main medium for advertising was posters. As
television became popular the consumer’s sense of sound was appealed to in advertising. This
was mainly during television commercial in the form of jingles.
In the 1970s marketers began to find that smell could be used in brand promotion. They were
able to adjust the scent of their products to make them more palatable for the consumer. Recently
sensory branding has developed to encompass all five senses. This is because marketers now
know that the more senses appealed to, the more effective the branding will be marketing in the
fast food industry.
Traditional marketing of fast food restaurants focuses on selling the final product rather than the
overall dining experience. The result is a limitation of the eating choices to what the customer
sees, rather than what he feels. How the customer feels will impact the eating out decision so
traditional marketing ignores a large part of the fast food dining experience.
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Previous literature including a survey of US fast food customers indicates that some of the
factors that most influence their choices are speed of service, quality and price. Seating capacity
and ambience were notably not listed as high priorities for frequent US customers indicating a
cultural trend of “serious eaters” more interested in the final product than the atmosphere before
and after the sale.
However Asian culture tends to consider eating as a more social or entertaining experience and
this was noted in the study. South Korean customers valuing other services dimensions such as
reliability and empathy over price. Individual attention and customer pampering were noted be
more significant than saving time in their restaurant experience. Marketing managers in a global
environment must consider these cultural factors to target their desired customer base.
Traditional marketing strategies need to make a change coming from the use of visual advertising
to developing more creative and innovative marketing communications. The importance lies in
building long term relationships between brands and customers, integrating the use of the five
human senses with multi sensory experience and culturally sensitive strategies, which will bring
the customer closer to the brand.
In the food industry sensory analysis can be useful to direct marketing decisions concerning not
only products, for example product positioning with respect to competitors but also market
segmentation customer relationship management, advertising strategies and price policies.
2.4AREAS OF USING SENSORY MARKETING IN SHOPPING FACILITIES
The interior of shopping facilities is an environment where shoppers can be influenced on many
planes, and which entail using selected marketing instruments. This helps to capture customers
attention and consequently to induce them to purchase specific products by engaging their sight,
hearing, taste, smell and touch. The following elements are predominantly used as the sources of
stimuli: product packaging, no typical displays of goods, scent marketing, audio marketing, POS
materials, tastings, and sales animations
18
An important stimulus to customers’ sight, and in the case of self-service also to touch, is
packaging. Packaging fulfils many functions, and its design and manufacture is a complex
process- especially in the case of groceries, for these many strict storage and selling requirements
have been laid down. The basic functions of packaging are stated as follow: containment,
presentation, brand communication, promotion (selling) economy and environmental
responsibility. Having considered decisions taken in front of a shop shelf and the capability of
packaging to create customers experiences, the most significant is its presentation (material type,
shape, size, color, merchandising display units, etc.) and brand communication (for example pack
persona using typography, symbols, illustration, and advertising). However, it is not only
packaging which affects customer’s sight, but also POS materials and displays that show goods
in an unusual way. POS (point of sale) materials are graphically diversified advertising elements
used in retailing (located at shelves or tills, on walls, ceilings or floors, and on shopping baskets).
The aim of those elements is to draw customers’ attention to specific products or make them
exposed in a better way – in a place which is intended by a manufacture (e.g. at the ends of
shelves), at a proper height (in the so called range of sight, 120-160cm above floor level). Among
the most frequently used POS materials one can list: displays, leaflets, dispensers, shelf liners,
shelf-talkers wobblers, price tags, hangers, posters, and floor stickers.
An essential factor which encourages customers to make purchases is the form in which products
are displayed. As a rule, groceries are placed on shelves in a regular way – to achieve a compact
arrangement. Some goods, which are lightweight and packed in packaging having regular (e.g.
rectangular) shape, such as tea, can be stacked up (in a form of a pyramid) special attention
should be given to promotional displays, whose aim is to stimulate sales of specific products
(selected by manufactures or retailers), over short periods. Promotional displays can be organized
as: freestanding arrangements set out as “islands”, so that customers can access them from all
sides; fixed arrangements – most frequently organized in places which are permanently assigned
to this type of displays e.g. at the end of shelves (; and arrangements which arte based on display
equipped delivered by the manufacturer made for the occasion and using shop fixture labeled
with a specific brand (e.g. display)
Another plane which has impact on customers is scent marketing. It is a technique for
influencing recipients, and its aim is to trigger certain emotional reaction by purposely using
19
aromatic arrangements. Specially selected aromas can help to exert influence on customer’s
behavior as well as to create a unique atmosphere in a specific place. This refers to shops,
restaurant places where services are provided and other places which are attended by people to
become familiarized with and offer for a concept. Furthermore, scent can be used in sensory
marketing to express the brand identity and strengthen its image, or as a marketing tactic to
advertise a product.
As for using the sense of hearing, one must refer to audio marketing that is affecting customers
trough properly selected music and advertising sports. To achieve that, loud speaker systems are
used, which make it possible to plat the same music in every area of the whole shop. However
purchasers hearing can be appealed to in one place – at a shelf using single devices that emit
sounds directly near product packaging promotional activities. This help to focus customers
attention selected item offered in a shop. Music allows for appealing mainly to emotion (often
sub subconsciously), which translate into increased shoppers activity. In store experiments
subjects that background music can be used to structure a range of consumer behavior and
choices – the average length of stay in a shop, the choice of one brand or style over another and
the amount of money spent. Yet the pace of music has an impact predominantly on how quickly
consumers move in a shopping facility. In the only form of activity , which makes it possible to
trigger the sense of taste in the shopping area are tastings. Generally the tastings are carried out
by hostesses decide shelves with groceries whose sales have to be boosted are at specially
designated promotional stands. Tastings are a manifestation of sampling i.e. border promotional
activities (performed, for e.g. in the cosmetic industry) which involves giving away free product
samples. Sight and hearing can be influenced simultaneously by sales animations. Among them,
one can consider diversified events held within a shopping area, which involve, for e.g., putting
on shows, organizing games and contests for shop customers, giving away advertising gifts
associated with a specific brand, and conducting experiments in front of customer’s eyes to
demonstrate distinctive features of products.
It must be emphasized that apart from the areas of using sensory marketing mentioned above,
customers senses are also triggered by other stimuli provided on the shop owners own initiative.
A good example that illustrates this observation in the case of sight is a type of lightening used in
a building and colours of walls as well as other elements of interior finish.
20
2.5EXAMPLES OF USING SENSORY MARKETING IN PLACES WHERE
FOOD PRODUCTS SOLD
Observing the development of marketing forms of influencing customers, some examples that
show the use of sensory marketing in grocery stores can be indicated. It is possible to exemplify
all five senses.
Nearly all mentioned forms of marketing activity affect the sense of sight (except for audio
marketing and scent marketing). In the case of groceries, the shape and color of packaging play a
crucial role. On the one hand, certain colours (or combinations of colours) attract attention (e.g. a
red color) and lead to specific associations (e.g. a green color is associated with ecology,
a white one with cleanliness). The color of packaging can also become the primary
distinctive feature of a brand, as is the case with violet and chocolate bars labeled with the Milka
brand or yellow and red boxes of Lipton tea. However, achieving such a situation requires
performing intense and cohesive promotional activities through all available media in a consistent
manner and for many years.
Research results reveal that the color of packaging or a product itself influences the way
how properties of groceries are perceived. For example, when several hundred students were
asked to express their opinion about a lemon-and-lime flavored drink with various colour
hues, they responded that the more intensive color of the drink, the sweeter it was.
However, in fact it was the other way around – the stronger the color, the sourer the beverage.
Another example refers to an experiment in which consumers sampled four cups of coffee that
had been placed next to brown, blue, red, and yellow containers (all the coffee was identical, but
the consumers did not know this). After asking some questions regarding the properties of the
coffee served to the customers, the following results were received: 75 percent felt that the coffee
next to the brown container tasted too strong; nearly 85 percent judged the coffee next
to the red container to be the richest; nearly everyone felt that the coffee next to the blue
container was mild; and the coffee next to the yellow container was seen as weak.
21
The sense of taste is used while tasting groceries, which a customer can take from a tray held by a
hostess (or from a promotional stand) and try, and then, he or she can take such groceries from a
shelf and put them directly into his or her shopping basket. Yet more and more frequently,
tastings are becoming a part of a greater marketing event that is based on an original scenario. An
example of such activity, classified under ambient media, is an untypical promotional campaign
executed in 2013 in Brazil for the Hellmann’s brand. Slot machines, like those used in
amusement arcades, were set up in selected shops. Every time a customer pulled a lever, a
machine displayed a random set of products available in a shop (yet mayonnaise was
always included in such set). One out of 280 possible combinations was given, and a shopper
received a recipe for a meal composed of ingredients shown by a machine. Additionally, in 350
cases a day, customers – apart from a recipe – were given also a fresh food sample which a
machine randomly chose. This created an atmosphere of surprise and entertainment and made it
possible to conduct tastings, engaging thus the shoppers’ sense of taste. The main purpose of
the “Hellmann’s: Food slot” event was to demonstrate that products of the promoted brand could
be used not only for sandwiches. A film showing the whole campaign, as well as reactions of
surprised customers, was uploaded on YouTube, which allowed, for conveying the marketing
message to a larger audience.
Considering the places where groceries are sold, the sense which is the least often appealed to, is
the sense of hearing. The reason why using music for that purpose is so difficult is because it
cannot be easily assigned to a specific product on a shelf, as to make it audible, it must be loud
enough, and only then people who are in different shop areas (and not only those who are staying
directly beside a product which is promoted by means of audio marketing) can hear it. Therefore,
the most common practice is to play the same melodies within the whole shop area, e.g. songs
broadcast by radio stations. Observations conducted demonstrated that in certain situations it was
possible to use music to influence consumers purchasing groceries. An experiment was
conducted, during which pieces of music evoking associations with selected countries were
transmitted.
22
Over a 2-week period, traditional French music (accordion music) or traditional German music
(brass band) was played on alternate days from an in- store display of French and German wines.
It turned out that the use of French music led to French wines outselling German ones, whereas
playing German music led to the opposite effect on sales of French wine.
It is possible to indicate even more examples of using sensory marketing in places where
groceries are sold. However, due to the word limit for this chapter, it has been possible to present
merely a few of them. Nevertheless, these examples are indicative enough of the problem under
consideration and can be used to establish the determinants of the effectiveness of marketing
activities based on the intense engagement of human senses.
23
CHAPTER III
DATA ANALYSIS AND INTERPRETATION
This chapter deals with the analysis of the data collected. The first section deals with the
demographic profile of the 80 sample respondents conducted using simple statistical tool
percentage. In the second section it deals with descriptive analysis of the data was conducted
using weighted average ranking, chi-square, one ways ANOVA.
3.1 GENDER WISE DISTRIBUTION OF RESPONDENTS
Gender is one of the determinant factors which influence the persons to visit the
restaurant. Table3.1 shows the gender wise classification of the respondents
Table 3.1
GENDER OF RESPONDENTS
Gender Frequency Percentage

Male 27 34
Female 53 66
Total 80 100
Source: Primary data
From the above table it’s noticed that majority of the respondents were female with 66 % and the
rest of 34 % were male respondents.
Figure 3.1
GENDER
34%
Male
66%
Female
Source:Prepared from the analysis
24
3.2 AGE WISE DISTRIBUTION OF RESPONDENTS
In the competitive era, the preference and expectations of people who visit the resturant often
varies among different the age group. Table 3.2 shows the age wise distribution of the
respondents
Table 3.2
AGE OF RESPONDENTS
Age group Frequency Percentage

Below 20 yrs 1 1
20-30 46 58
30-40 32 40
Above 40 yrs 1 1
Total 80 100
From the above table it’s evident that 58% of the respondents belong to age group 20-30. 40% of
the respondents fall under the age group 30-40. Least response got from the both age group of
below 20 years i.e. 1% and above 40 years with 1%
Figure 3.2
AGE OF RESPONDENTS
Below 20 yrs 20-30 30-40 Above 40 yrs
Source: Prepared from the analysis
25
3.3 AREA OF RESIDENCE WISE DISTRIBUTION OF RESPONDENTS
Area of residence is one of the predominant factors which induce the people to visit
the restaurant. Table 3.3 shows the area of residence of the respondents
Table 3.3
AREA OF RESIDENCE OF RESPONDENTS
Area of residence Frequency Percentage

Rural 40 50
Semi urban 31 39
urban 9 11
Total 80 100
From the above table it’s disclosed that 50% of the respondents residing in rural area. 39% of the
respondents are from semi-urban and rest of 11% of the respondents was dwelling in urban area.
Figure 3.3
AREA OF RESIDENCE
50%
39%
11%
Rural
Semi urban
urban
26
3.4 EDUCATIONAL LEVEL DISTRIBUTION OF RESPONDENTS
Education can improve the quality of life. Educated people are more aware and keen in the
innovative and trending strategies. Table 3.4 shows the education level of respondents.
Table 3.4
EDUCATIONAL QUALIFICATION
Educational qualification Frequency Percentage

High school 3 4
Higher secondary 4 5
Graduation 35 44
Post graduation 37 46
others 1 1
total 100 100
This table revealed that 46% respondents were postgraduate .44% of the respondents were
graduated .5% of the respondents have higher secondary education 4% of the respondents have
high school education. Remaining 1% of the respondent has the other educational qualification.
Figure 3.4
EDUCATIONAL QUALIFICATION
Axis Title 60
40
20 High school
0 Higher secondary
graduation
Post graduation
others
27
3.5 SOCIO PROFESSIONAL STATUS LEVEL OF RESPONDENTS
In this era of globalization, high standard of living and dynamic development in the food
industry drive consumers to pay attention towards new sensory experience. Table 3.5 shows
the socio-professional status of the respondents.
Table 3.5
SOCIO PROFESSIONAL STATUS
Socio professional status Frequency Percentage

Student 21 26
Govt employee 7 9
Non-govt employee 36 45
Business 11 14
Home maker 5 6
Total 80 100
Source: primary data
From the above table it was found that 45% of the respondents are non-govt employee. 9% of the
respondents are govt employees and 26% are students. 14% of the respondents have business and
6% of the respondents are homemaker.
Figure 3.5
SOCIO PROFESSIONAL STATUS
14% 6% Student
45% Govt employee
26% Non-govt
9%
employee
Business
28
3.6 MONTHLY INCOME WISE DISTRIBUTION OF RESPONDENTS
Income is an indispensable factor which motives the customers to visit the restaurant and it
signifies the influence level of sensory marketing. Table 3.6 shows the monthly income of
the respondents
Table 3.6
MONTHLY INCOME
Monthly income Frequency Percentage

Below 10000 12 15
10000-30000 26 32
30000-50000 35 44
Above 50000 7 9
Total 100 100
From the above table it is clear that 15% of the respondents have a monthly income of below
10000-30000 and 32% have a monthly income of below 10000-30000. 44% of the respondents
have 30000- 50000 monthly income and remaining 9% of respondents have a monthly income of
above 50000
Figure 3.6
MONTHLY INCOME
Above 50000
30000-50000 Below 10000

10000-30000
10000-30000 30000-50000
Below 10000 Above 50000
0 10 20 30 40 50
29
3.7 FREQUENCY OF VISITING FAST FOOD RESTAURANT WISE
GENDER
Gender is one of the vital factors while considering the frequency of visiting fast food restaurant.
So here a cross tabulation of gender and frequency of visiting fast food restaurant was undertaken
to determine whether there is any association between gender and frequency of visiting fast food
restaurant. The results obtained from this showed in table 3.7
CROSS TABULATION: FREQUENCY OF VISITING FAST FOOD

RESTURANT AND GENDER
Table 3.7.
OBSERVED FREQUENCY
Grand
Gender Daily Weekly Monthly total
Male 5 19 14 38
Female 3 18 41 62
Grand total 8 37 55 100
Source: primary data
Following are the hypothesis were tested
H0: There is no association between frequency of visiting fast food restaurant and gender
H1: There is association between frequency of visiting fast food restaurant and gender.
30
Table 3.8
EXPECTED FREQUENCY
Gender Daily Weekly Monthly Grand total

Male 3.04 14.06 20.9 38
Female 4.96 22.94 34.1 62
Grand total 8 37 55 100
Table 3.9
CHI-SQUARE TEST
chi-square
test Daily Weekly Monthly Grand total
Male 1.263684 1.735676 2.27799 5.27735

Female 0.774516 1.063801 1.396188 3.234505
Chi –square frequency 8.511855
CV 5.991465
PV 0.01418
Degree of freedom 2
Significance level 0.05
Interpretation;
It is inferred that since p-value (0.01418) is less than the alpha value or the level of significance
(0.05), we reject the null hypothesis.
As per the critical value approach (5.991465) is less than the chi-square value (8.51185) so we
reject the null hypothesis
Hence both the results show the same aspect therefore we reject the null hypothesis and accept
the alternative hypothesis .i.e.., there is association between the frequency of visiting fast food
restaurant and gender.
31
3.8 MONEY SPENT WHILE VISITING RESTURANT WISE GENDER
While visiting the fast food restaurant money spending tendency and gender behavioral is prime
important. So here a cross tabulation of gender and the money spent while visiting the restaurant
was undertaken to determine whether there is any association between gender and the money
spending while visiting fast food restaurant. The results obtained from this showed in table 3.10
CROSS TABULATION: MONEY SPEND WHILE VISITING FAST FOOD

RESTAURANT AND GENDER
Table 3.10
OBSERVED FREQUENCY
Observed Grand
value Less than 1000 1000-3000 3000-5000 Above 5000 Total
Male 9 20 6 3 38
Female 28 23 9 2 62
Grand Total 37 43 15 5 100
Following are the hypothesis were tested
Ho: There is no association between the money spent while visiting the fast food restaurant and
the gender
H1: There is association between money spent while visiting fast food restaurant and gender.
32
Table 3.11
EXPECTED FREQUENCY
Expected Less than 1000 1000-3000 3000-5000 Above 5000 Grand

value total
Male 14.06 16.34 5.7 1.9 38

Female 22.94 26.66 9.3 3.1 62
Grand total 37 43 15 5 100
Table 3.12
CHI-SQUARE TEST
Chi- Grand
square less than 1000 1000- 3000 3000-5000 Above 5000 Total
Male 1.821024182 0.819804162 0.015789474 0.636842105 3.29346

Female 1.116111595 0.502460615 0.009677419 0.390322581 2.018572
Chi square frequency 5.312032
CV 7.814728
PV 5.312032
Degree
of freedom 3

Interpretation;
It is inferred since the p- value approach (5.312032) is greater than the alpha value or the level of
significance (0.05), we fails to reject the null hypothesis.
As per critical value approach (7.814728) is greater than chi square value (5.312032) so we fail
to reject the null hypothesis .Hence both the results show the same aspect. Therefore we accept
the null hypothesis and reject the alternative hypothesis. i.e.., there is no association between
money spent while visiting the restaurant and gender.
33
3.9 AWARE ABOUT SENSORY MARKETING
Sensory marketing which act as a significant tool for influence his feeling and behavior of the
customers. Table 3.13 shows awareness about sensory marketing of the respondents
Table 3.13
AWARE ABOUT SENSORY MARKETING
Sensory marketing Frequency Percentage

Yes 80 100
No 0 0
Total 80 100
From the above table it is disclosed that all the respondents are heard about term sensory
marketing
Figure 3.7
HEARD ABOUT SENSORY

MARKETING
100
50
0
Yes No
Yes No
34
3.10 FACTORS INDUCE TO VISIT THE RESTAURANT
While visiting the restaurants there are many factors which induce the customers to visit the
restaurant. Table 3.14 shows the factors which influence the customers.
Table 3.14
FACTORS INDUCE TO VISIT THE RESTAURANT
Factors Rank 1 2 3 4 5 6 7 8 9 10 11 Score Rank

Weight 11 10 9 8 7 6 5 4 3 2 1
Visual elegance 13 8 14 3 10 1 5 2 6 7 11 7.95 6
Aroma of food 18 4 2 8 11 5 1 12 3 6 10 7.74 8
Fine dining 6 8 10 14 12 4 9 5 3 7 2 8.27 4
Melodious 10 7 6 8 4 13 3 1 5 14 9 7.19 11
ambience
Hygiene 11 3 5 10 9 2 6 20 5 8 1 7.46 9
Availability 7 15 10 8 11 4 9 2 3 5 6 8.48 2
of multi-cuisine
Assurance 5 9 2 6 15 20 8 4 7 3 11 7.87 7
in quality service
Touch modality 15 4 1 5 8 3 17 10 2 6 9 7.27 10

Lounge area 3 8 6 13 9 22 7 2 5 1 4 8 5
Name 11 5 13 7 10 8 14 3 6 2 1 8.59 1
of restaurant
Advertisement 4 13 18 7 3 10 9 1 8 5 2 8.45 3
Interpretation:
It is inferred that among the factors induce to visit the restaurant, Name of restaurant is the prime
factor hold the first rank (wt 8.59) followed by the availability of multi-cuisine (wt.8.48). In third
position is advertisement (wt.8.45). Fine dining secured fourth rank (wt.8.27). Get least response
and got last position is melodious ambience (wt.7.19)
35
3.11 TIME SPENT IN RESTAURANT
Time is an inevitable asset in every one’s life. Here Table 3.15 shows that the respondents who
state their opinion about the time spent in a classy restaurant gives more live atmosphere than in
ordinary restaurant.
Table 3.15
TIME SPENT IN RESTAURANT
Response Frequency Percentage

Totally agree 28 35
Rather agree 45 56
Rather don’t agree 3 4
Don’t agree 4 5
Total 80 100
This table showed that 35% of the respondents totally agree that spend more time in classy
restaurant give more live atmosphere than in ordinary restaurant.56% of the respondents rather
agree with the statement. 5% of the respondents’ do not agree and 4% of the respondents rather
do not agree with the statement.
Figure 3.8
TIME SPENT IN RESTURANT
60
50
40 Totally agree
30
20 Rather agree
10
0 Rather donot agree
Donot agree

36
3.12 THE ATTRACTIVE WAY THE FOOD IS BEING SERVED AND
THE AREA OF RESIDENECE
The way food is being served is one of the main criteria which influence their sensory
experience. Here table 3.16 shows the cross tab result of the presentation of food and area of
residence and to find out whether there is any significant relationship between these two factors
Table 3.16
CROSS TABULATION: THE ATTRACTIVE WAY THE FOOD IS BEING

SERVED AND AREA OF RESIDENCE
Area of residence
Total
Rural Semi urban Urban
Agree 31 19 7 23
Neutral 9 12 2 57
disagree 0 0 0 0
Total 40 31 9 80
Table 3.17
DESCRIPTIVE STATISTICS
Number minimum maximum Mean Std. Deviation

Attractive way
the food is 80 2.00 3.00 2.7125 .45545
being served
37
Following are the hypothesis was tested;
H0: There is no significance difference between the attractive way the food is being served and
area of residence.
H1: There is significant difference between the attractive way the food is being served and area
of residence.
Table 3.18
ONE WAY ANOVA
Attractive way the food is Sum of Degree of Mean square F Sig

being served squares freedom
Between groups .502 2 .251

1.217 .302
Within groups 15.885 77 .206
Total 16.388 79
Interpretation:
It is inferred that since the P-value approach (.302) is greater than the alpha value or the level of
significance (0.05), we fails to reject the null hypothesis that means, there is no significant
difference between the attractive way the food is being served and the area of residence.
38
3.13 FOOD PREPARATION STYLE MAKES AN ENTHUSIASM
Food preparation style is a unique factor which differ one restaurant from the other. Consumers
are more interested with this uniqueness gradually it creates an enthusiasm effect in the mind of
the people. Here table 3.19 shows the opinion regarding this statement.
Table 3.19
FOOD PREPARATION STYLE MAKES AN ENTHUSIASM

Agree 44 55
Neutral 33 41
Disagree 3 4
Total 80 100
From the above table disclosed that 55% respondents agrees that food preparation style makes an
enthusiasm followed by 41% respondents have impartial response but 4% respondents disagree
with that statement
Figure 3.9
FOOD PREPARATION STYLE MAKES

ENTHUSIASM
60
Axis Title
40
Agree
20
Neutral
0
Disagree
Agree
Neutral
Disagree
Axis Title
39
3.14 SWEET MELODIOUS MAKE FOOD OUTLET MORE PLEASANT
The pace of music influences the customer’s perception of time. Music leads to a calmer
atmosphere, so customers spend more time eating, stay longer in the restaurant and probably
order more food and drinks. So here table 3.20 shows cross tab result of music in restaurant and
opinion of the respondents in different area of residence.
Table 3.20
CROSS TABULATION: SWEET MELODIOUS MAKE FOOD OUTLET MORE PLEASANT

AND AREA OF RESIDENCE
Area of residence
Total
Agree 23 19 9 51
Neutral 15 9 0 24
Disagree 2 3 0 5
Total 40 31 9 80
Table 3.21
Number Minimum Maximum Mean Std. Deviation

sweet melodious
make food outlet 80 1.00 3.00 2.5750 .61160
more pleasant
40
Ho: There is no significant difference between sweet melodious in the restaurant and the area of
residence
H1: There is significant difference between sweet melodious in the food outlet and area of
residence.
Table 3.22
ONE WAY ANOVA
Sweet melodious Sum of Degree of Mean square F sig

makes food outlet squares freedom
more pleasant
Between groups 1.833 2 .917

2.546 .085
Total 29.550 79
Interpretation:
difference between sweet melodious makes food outlet more pleasant and the area of residence.
41
3.15 LIVE PERFORMANCE GIVES MORE DELIGHT TO HAVING
THE FOOD
Live performance is a form of activity that holds the attention and interest of an audience and
gives pleasure and delight to having food. Table 3.23 shows the opinion regarding this statement
Table 3.23
LIVE PERFORMANCE GIVES MORE DELIGHT TO HAVING THE FOOD

Agree 43 54
Neutral 30 37
Disagree 7 9
Total 80 100
From the above table disclosed that 54% respondents agree that live performance gives
more delight to having the food .30% of the respondents have unprejudiced opinion
regarding this statement but 9% respondents disagree with this statement.
Figure 3.10
LIVE PERFORMANCE GIVES MORE DELIGHT

TO HAVING THE FOOD
60
50 Agree
40
30 Neutral
20 Disagree
10
0
Agree Neutral Disagree
42
3.16 AROMA OF FOOD CAN STIMULATE AN APPETITE
Food Odor stimuli play a major role in perception of food flavor. Not only does the smell of
food make hungry but it also it feels an appetite for that specific type of food. So here table 3.24
shows the cross tab results of the statement regarding the aroma of food stimulate an appetite and
the opinion of the respondents in different area of residence.
Table 3.24
CROSS TABULATION: AROMA OF FOOD CAN STIMULATE AN APPETITE AND

AREA OF RESIDENCE
Area of residence Total

Agree 18 15 8 41
Neutral 22 14 1 37
Disagree 0 2 0 2
Total 40 31 9 80
Table 3.25

Aroma of
food can
stimulate an 80 1.00 3.00 2.4875 .55103
appetite
Following are the hypotheses were tested;
H0: There is no significant difference between the aroma of food in the food outlet and the area
of residence
H1: There is significant difference between the aroma of food and the area of residence.
43
Table 3.26
ONE WAY ANOVA
Aroma of food can Sum of Degree of Mean square F Sig

stimulate an squares freedom
appetite
Between groups 1.650 2 .825

2.844 .064
Total 23.988 79
Interpretation:
difference between the aroma of food stimulate an appetite and the area of residence
44
3.17 PLEASING FOOD SMELL ATTRACT TO ENTER THE
FOOD OUTLET
Scent is act as strategic tool in the restaurant industry which generate better cash flow by
administering natural and artificial scents to draw in customers, enhance their experience and
establish an ambience so here table 3.27 shows the opinion regarding this statement.
Table 3.27
PLEASING FOOD SMELL ATTRACT TO ENTER THE FOOD OUTLET

Agree 49 61
Neutral 28 35
Disagree 3 4
Total 80 100
From the above table revealed that 61% respondents agreed that pleasing food smell attract to
enter the food outlet and 35% respondents have impartial opinion about it but 4% respondents
are totally disagree with that statement
Figure 3.11
PLEASING FOOD SMELL ATTRACT TO

ENTER THE FOOD OUTLET
Disagree
Agree
Neutral Neutral
Disagree
Agree
0 20 40 60 80
45
3.18 FOOD TEXTURES MAKING FOOD MORE DESIRABLE
AND APPEALING
Food texture is important in determining the eating quality of foods and can have a strong
influence on food. So here table 3.38 state that whether there is any difference between
food texture making food more desirable and appealing and the opinion of the respondents
in different area of residence
Table 3.28
CROSS TABULATION: FOOD TEXTURE MAKING FOOD MORE

DESIRABLE AND APPEALING AND AREA OF RESIDENCE

Agree 18 10 8 36
Neutral 20 19 1 40
Disagree 2 2 0 4
Total 40 31 9 80
Table 3.29
Number Minimum Maximum Mean Std.Deviation

Food texture
make food more
80 1.00 3.00 2.4000 .58677
desirable and
appealing
46
H0: There is no significant difference between the food texture in the food outlet and area of
residence.
H1: There is significant difference between the food texture in the food outlet and area of
residence.
Table 3.30
ONE WAY ANOVA
Food texture Sum of Degree of Mean square F Sig.

make food more squares freedom
desirable and
appealing
Between groups 2.776 2 1.388

4.375 .016
Total 27.200 79
Interpretation:
It is inferred that since the P-value approach (.016) is less than the alpha value or the level of
significance (0.05), we reject the null hypothesis and accept the alternatives that means, there is
significant difference between the food texture making food more desirable and appealing and
the area of residence.
47
3.19 FEEL GOOD IN TOUCHING A FOOD ITEM WILL HELP TO
BUY MORE
The sensation of food texture plays a crucial role in influencing consumers liking and preference of
a food product. Consumer concern and interest of food texture vary from one type of food to
another. Here table 3.31 shows the opinion of the respondents regarding this statement
Table 3.31
FEEL GOOD IN TOUCHING A FOOD ITEM WILL HELP TO BUY MORE

Agree 31 39
Neutral 39 49
Disagree 10 12
Total 80 100
From the above data it’s clear that majority of the respondents 49% have unprejudiced
opinion regarding this statement. Considering this matter 39% respondents are totally agreed
with this statement but 12% respondents are shows disagree with this statement.
Figure 3.12
FEEL GOOD IN TOUCHING A FOOD ITEM

WILL HELP TO BUY MORE
50
40 Agree
30 Neutral
20
Disagree
10
0 Percentage
48
3.20 THE YUMMY FOOD INFLUENCE TO REVISIT THE OUTLET
Food quality is substantial condition to fulfill the needs and expectation of the consumer and it
acknowledged as a basic component of the restaurant’s overall experience and it influence the
customer’s decision to revisit the outlet again. So here table 3.32 is the cross tab result of the
above statement and the opinion of the respondents in different area of residence regarding this
statement
Table 3.32
CROSS TABULATION: THE YUMMY FOOD INFLUENCE TO REVISIT THE OUTLET

AND AREA OF RESIDENCE

Rural Semi urban urban
Agree 29 19 8 56
Neutral 11 11 1 23
Disagree 0 1 0 1
Total 40 31 9 80
Table 3.33

Yummy food
influence to revisit
the outlet 80 1.00 3.00 2.6875 .49283
49
H0: There is no significant difference between the yummy food influence to revisit the
outlet and the area of residence
H1: There is significant difference between the yummy food influence to revisit the outlet
and the area of residence.
Table 3.34
ONE WAY ANOVA
Yummy food Sum of Degree of Mean square F Sig.

influence to squares freedom
revisit the outlet
Between groups .775 2 .388

1.621 .204
Total 19.188 79
Interpretation:
difference between the yummy food influence to revisit the outlet and the area of residence.
50
3.21 AVAILABILITY OF MULTI-CUISINE ATTRACT TO BUY MORE
Attracting customers to restaurant is a challenging thing. For this restaurant may offer multiple
food item which is affordable to the customers and thereby enhancing their sensory experience.
Here table 3.35 shows the opinion regarding this statement.
Table 3.35
AVAILABILITY OF MULTI-CUISINE ATTRACT TO BUY MORE

Agree 36 45
Neutral 37 46
Disagree 7 9
Total 80 100
From the above table it’s disclosed that 45% respondents are agree with this statement that
availability of multiple food items influence them to buy more and 46% respondents have
impartial opinion regarding this statement but 9% respondents disagree with this statement.
Figure 3.13
AVAILABILITY OF MULTI-CUISINE ATTRACT

TO BUY MORE
Disagree
Agree
Neutral Neutral
Disagree
Agree
0 10 20 30 40 50
51
3.22 A FOUL ODOUR WILL KEEP YOU OFF A PLACE EVEN
THOUGH FEEL HUNGRY
Food Odor is an important characteristic of influencing food choice behavior and it is well
known that odors can be appetizers but if it affect negatively to the customers it affect their
overall experiences and emotions associated with these sensations. Here table 3.36 shows the
opinion of the respondents regarding this statement.
Table 3.36
A FOUL ODOUR WILL KEEP YOU OFF A PLACE EVENTHOUGH FEEL HUNGRY

Agree 55 68
Neutral 22 28
Disagree 3 4
Total 80 100
From the above table it is revealed that 68% respondents are totally agree with this statement and
28% respondents have impartial opinion and 4% respondents are totally disagree with this
statement
Figure 3.14
FOUL ODOUR KEEP YOU OFF A PLACE

EVENTHOUGH FEEL HUNGRY
80
60 Agree
40 Neutral
20 Disagree
0
52
3.23 SMELL OF AC AND AIR FRESHENER MAKE DISCOMFORT
There seem to be substantial individual differences in the role that fragrance play in people’s
lives. So it can affect our moods act as distractor or affect the buying decision. Here table 3.37
shows the opinion of the respondents regarding whether smell of ac and air freshener act as a
distractor for them
Table 3.37
SMELL OF AC AND AIR FRESHENER MAKE DISCOMFORT

Agree 30 38
Neutral 39 49
Disagree 11 13
Total 80 100
From the above table it is clear that majority of the respondents that is 49% have impartial
opinion regarding this statement and 38% respondents agree with this but 13% respondents
shows disagree with this statement
Figure 3.15
SMELL OF AC AND AIR FRESHNER MAKE

DISCOMFORT
Disagree
Agree
Neutral Neutral
Disagree
Agree
0 20 40 60
53
3.24 A BAD TASTE OF FOOD RELUCTANT TO REVISIT
THE RESTAURANT AGAIN
Restaurants provide customers with supreme taste with impressive quality but if the food is not
prepared in such a manner it affect the overall dining experience and reluctant to revisit the outlet
again. So here table 3.38 shows the opinion of the respondents regarding the above mentioned
statement.
Table 3.38
A BAD TASTE OF FOOD RELUCTANT TO REVISIT THE RESTAURANT AGAIN

Agree 57 71
Neutral 16 20
Disagree 7 9
Total 80 100
From the above table disclosed that majority of the respondents 71% are agree with this
statement and 20% respondents have unprejudiced opinion and only 9% respondents are
disagree with this statement
Figure 3.16
A BAD TASTE OF FOOD RELUCTANT TO

REVISIT THE RESTURANT AGAIN
80
70
60
50 Agree
40 Neutral
30
Disagree
20
10
0
54
3.25 NASTY FOOD CREATE A NEGATIVE IMAGE ON THE
MIND ABOUT THE FOOD PRODUCT
People always give more emphasis to tasty dishes but if it happens to be an unfavorable dining
experience it affect their sensational involvement. So here table 3.39 shows the opinion of the
respondents regarding this statement
Table 3.39
NASTY FOOD CREATE A NEGATIVE IMAGE ON THE MIND ABOUT THE

PRODUCT

Agree 54 67
Neutral 24 30
Disagree 2 3
Total 80 100
From the above table it is revealed that majority of the respondents 67% agreed with this
statement and 30% respondents showed impartial agreement towards the statement and only 3%
respondents showed disagree with this statement .
Figure 3.17
NASTY FOOD CREATE NEGATIVE IMAGE

ON MIND ABOUT THE FOOD PRODUCT
100%
80% Agree
60% Neutral
40%
Disagree
20%
0%
55
3.26 MUSIC IN FOOD OUTLET IS OFTEN TOO LOUD
People have enjoyed food with music and it act as a key element in setting the mood and
influence their eating rhythm .But if the music is loud it distract the customers and affect the
overall ambience. So here table 3.40 shows the opinion regarding the above mentioned
statement.
Table 3.40
MUSIC IN FOOD OUTLET IS OFTEN TOO LOUD

Agree 20 25
Neutral 46 58
Disagree 14 17
Total 80 100
From the above table , it is disclosed that majority of the respondents 58% have impartial
opinion regarding this statement and 25% respondents agreed with this only 17%
respondents showed disagree with this statement
Figure 3.18
MUSIC IN FOOD OUTLET IS OFTEN

TOO LOUD
60 Agree
40
Neutral
20
Disagree
0
56
3.27 CROWD IN THE RESTAURANT DISTRACT THE AMBIENCE
The restaurant need to provide a comfort ambience to the customers by making them feel that it
is a place where they can hangout and may creating a mood to revisit the restaurant again. If the
restaurant can’t provide a comfort ambience to customers they may shift the food outlet and it
affects the performance of the business. Here table 3.41 showed the opinion regarding this
statement.
Table 3.41
CROWD IN THE RESTURANT DISTRACT THE AMBIENCE

Agree 41 51
Neutral 29 36
Disagree 10 13
Total 80 100
From the above table it is clear that 51% respondents totally agree with this statement and 36%
respondents were neither agree nor disagree this statement and 13% respondents are totally
disagreeing with this statement.
Figure 3.19
CROWD IN THE RESTURANT DISTRACT

THE AMBIENCE
100%
80% Agree
60%
Neutral
40%
Disagree
20%
0%
57
3.28 EYE DISPLEASING LIGHTS MAKES IRRITATION
A good ambience is made up of perfectly adjusted lights that may create a pleasant mood .If the
lights are displeasing that may ruin the whole dining experience. Here table 3.42 shows the
opinion of the respondents regarding this statement
Table 3.42
EYE DISPLEASING LIGHTS MAKES IRRITATION

Agree 36 45
Neutral 35 44
Disagree 9 11
Total 80 100
From the above table it is highlighted that majority of the respondents 45% agree with this
statement and 44% respondents have impartial opinion and 11% respondents’ shows
disagreement to this statement.
Figure 3.20
EYE DISPLEASING LIGHTS MAKES

IRRITATION
Disagree
Agree
Neutral Neutral
Disagree
Agree
0% 20% 40% 60% 80% 100%
58
3.29 INAPPROPRIATE COLOR COMBINATIONS AFFECT THE
VISUAL DÉCOR
The colors that use to decorate the food service establishment have a huge impact on customers.
Color can give a special attraction effect to customers and make the dining space seem to be
more spacious. If interior color combination is not in appropriate choice it affect the customers
sensational experience.. So here table 3.43 shows the opinion regarding this statement.
Table 3.43
INAPPROPRIATE COLOR COMBINATION AFFECT THE VISUAL DÉCOR

Agree 29 36
Neutral 43 54
Disagree 8 10
Total 80 100
From the above table disclosed that majority of the respondents 54% have impartial opinion
regarding this statement and 36% respondents are totally agree with this and 10%
respondents shows disagree with this statement.
Figure 3.21
INAPPROPRIATECOLOR COMBINATION
AFFECT THE VISUAL DECOR
Disagree
Agree
Neutral Neutral
Disagree
Agree
0% 50% 100%
59
3.30 DIFFERENCE IN FOOD TEXTURE AFFECTS THE TOUCH
MODALITY
Food are an integral part of the food consumption and it influence the touch modality by giving
perception towards the flavor of food in astounding way but it may create wrong impression
among the customers if the restaurant can’t satisfy the sense of touch modality of the customers.
So here table 3.44 shows the opinion regarding this statement
Table 3.44
DIFFERENCE IN FOOD TEXTURE AFFECTS THE TOUCH MODALITY

Agree 34 43
Neutral 38 47
Disagree 8 10
Total 80 100
From the above table highlighted that majority of the respondents 47% shows the impartial
opinion regarding this statement and 43% respondents shows a agree side to this and 10%
respondents totally disagree it.
Figure 3.22
DIFFERENCE IN FOOD TEXTURE

AFFECTS THE TOUCH MODALITY
50
40
30 Agree
20 Neutral
10 Disagree
0 Agree
Neutral
Disagree
60
3.31 SERVING FOOD WITH WRONG GARNISHING AFFECT THE
TOUCH FEEL
Combination of the ingredients used for garnishing makes up a good food presentation and may
add a different flavor and texture to the dish making. This makes the entire food presentation not
only visually pleasing but also impress the sense of touch modality. But the wrong garnishing
may affect customer’s expectation towards the quality of the food. The response to this statement
were tabulated in table 3.45
Table 3.45
SERVING FOOD WITH WRONG GARNISHING AFFECT THE TOUCH FEEL

Agree 41 51
Neutral 30 38
Disagree 9 11
Total 80 100
From the above table reveled that majority of the respondents 51% are agree with this statement
and 38% respondents have unprejudiced opinion regarding this statement and 11% respondents
shows disagreement.
Figure 3.23
SERVING FOOD WITH WRONG

GARNISHING AFFECT THE TOUCH
FEEL
60
Agree
40
Neutral
20
Disagree
0
61
3.32 CHANGES OCCURRED IN DECISION MAKING PROCESS
The quality of food and the standard of hospitality are the prominent factor that holds power to
make or break a restaurants reputation. Cordiality and an awe inspiring ambience of restaurant
are the perfect ingredients that influence the customers while preferring a food outlet. Here a
cross tabulation of monthly income and change occurred in decision making process was
undertaken to determine whether there is any association between these two factors. The results
obtained from this showed in the table 3.46
CROSS TABULATION: CHANGES OCCURRED IN DECISION MAKING PROCESS

AND MONTHLY INCOME
Table 3.46
OBSERVED FREQUENCY
Observed Below Grand

Value 10000 10000-30000 30000-50000 Above 50000 Total
Yes 32 21 8 6 67
No 3 5 4 1 13
Grand 35 26 12 7 80
Table 3.47
EXPECTED FREQUENCY
Expected
Value Below 10000 10000-30000 30000-50000 Above 50000 Grand Total
Yes 29.3125 21.775 10.05 5.8625 67

No 5.6875 4.225 1.95 1.1375 13
35 26 12 7 80
62
Following are the hypothesis was tested:
H0: There is no association between the change in the decision making process and the monthly
income
H1: There is association between the change in the decision making process and monthly income
Table 3.48
CHI-SQUARE TEST
Chi-square Below 10000 10000-30000 30000-50000 Above 50000 Grand Total

Yes 0.246401919 0.027583238 0.418159204 0.003224947 0.695369
No 1.269917582 0.142159763 2.155128205 0.016620879 3.583826
Chi square frequency 4.279196
CV 7.814728
PV 0.232852
Degree of freedom 3
Interpretation:
It is inferred that since the p- value approach (0.232852) is greater than the alpha value or the
level of significance (0.05) ,we fails to reject the null hypothesis.
As per critical value approach (7.814728) is greater than chi square value (4.279196) , we fail to
reject the null hypothesis
Hence both the results show the same aspect. Therefore we accept the null hypothesis and reject
the alternative hypothesis. i.e.., there is no association between changes occurred in the decision
making process and monthly income.
63
3.33 FACTORS INFLUENCE TO CHANGE IN THE DECISION MAKING
PROCESS
There are several factors such as past experience, individual difference, behavioral factors may
influence the customers while selecting food outlet. Here table 3.49 highlighted the response of
the customers to this statement were tabulated in table 3.49
Table 3.49
FACTORS INFLUENCE TO CHANGE IN THE DECISION MAKING PROCESS
Factors Rank 1 2 3 4 5 Score Rank

Weight 5 4 3 2 1
Quality concerned 45 10 12 8 5 21.46 1
rather than price
Change in 10 18 28 13 11 16.2 5
perception
Frequent visit 15 27 17 12 9 17.8 3

Brand recognition 12 19 24 17 8 16.6 4
Reference to others 33 21 16 4 6 20.7 2
Interpretation:
It can be inferred that among the factors which influence to change in the decision making
process quality concerned rather than price secured the first rank (wt . 21.46) followed by
reference to others hold the second rank ( wt. 20.7) . In the third most vital influencing factor is
frequent visit (wt. 17.8) and in the fourth position is brand recognition (wt. 16.6) at last the least
response is change in perception (wt. 16.2)
64
3.34 MARKETING TECHNIQUES CHARGES EXORBITANT PRICE
An important part of the marketing planning process is setting the right price. In pursuit of
sensory marketing restaurant may adopt several strategies and techniques in order to offer new
dining experience to customers. But customers may have the feeling that for providing such
facilities restaurant any charge exorbitant price for their food. This may affect the customer
turnover. So an analysis in this regard was sort in table 3.50.
Table 3.50
EXORBITANT PRICE CAHRGE
Response Frequency percentage

Yes 71 89
No 9 11
Total 80 100
Interpretation:
From the above table disclosed that 89% respondents state that marketing technique charge
exorbitant price while 11% states that they didn’t charge exorbitant charge for the wide variety
facilities.
Figure 3.24
EXORBITANT PRICE CHARGE

100
80
60
40
20
0
Yes No
Yes No
65
3.35 SATISFACTION LEVEL OF SENSORY MARKETING
Individual may differ in their perception, expectations emotions, attitudes and satisfaction
towards the sensory marketing strategies provided by the restaurant. An analysis was done to
know whether there is any association between gender and satisfaction level of consumers with
regards to sensory marketing so here table 3.51 shows the results obtained from the analysis.
CROSS TABULATION: SATISFACTION LEVEL OF SENSORY MARKETING AND

GENDER
Table 3.51
OBSERVED FREQUENCY
Observed
value Very Satisfied Satisfied Neutral Unsatisfied Grand total
Male 11 13 3 0 27
Female 12 33 8 0 53
Grand total 23 46 11 0 80
Table 3.52
EXPECTED FREQUENCY
Expected
value Very Satisfied Satisfied Neutral Unsatisfied Grand total
Male 7.7625 15.525 3.7125 0 27

Female 15.2375 30.475 7.2875 0 53
Grand total 23 46 11 0 80
Following are the hypothesis was tested:
Ho: There is no association between satisfaction level of sensory marketing and the gender
H1: There is association between satisfaction level of sensory marketing and the gender
66
Table 3.53
CHI-SQUARE TEST
Chi –square Very Satisfied Satisfied Neutral Unsatisfied Grand total

Male 1.350261675 0.410668277 0.136742424 0 1.897672376
Female 0.687869155 0.209208368 0.069661235 0 0.966738758
Chi-square frequency 2.864411133
CV 7.814727764
PV 2.864411133
Degree of freedom 3
Interpretation:
It is inferred that since the p- value approach (2.86441133) is greater than the alpha value or the
level of significance (0.05) so we fails to reject the null hypothesis.
As per critical value approach (7.814727764) is greater than chi square value (4.279196) so we
fail to reject the null hypothesis
Hence both the results show the same aspect. Therefore we accept the null hypothesis and reject
the alternative hypothesis. i.e.., there is no association between satisfaction level of sensory
marketing and gender
67
CHAPTER IV
FINDINGS, CONCLUSION AND SUGGESTIONS
1. Majority of respondents are female with 66% and remaining of 34% of the respondents
are male.
2. To represent the new era’s expectation and preference it has been identified that majority
of the respondents are fall under the age group 20-30.
3. In the epoch globalization villager’s turns to accept the new trends and strategies it has
been found that majority of the respondents dwelling from rural area.
4. Majority of the respondents were post graduated (46%) and they are more aware about
the innovative and contemporary strategies.
5. Majority of the respondents are non- govt employee and it was observed that they are
keen to explore the sensational experience and more concerned about the trending
strategies.
6. It has been found that majority of the respondents are non-govt employee with a monthly
income of 30000-50000.
7. Gender is considered to be critically influential in the consumption process and
statistically it has been identified that there is association between frequency of visiting
fast food restaurant and gender.
8. Gender behavioral and money spending tendency is vital part in the food consumption
process but from this study statistically it has been proved that there is no association
between money spent while visiting fast food restaurant and gender.
9. On the basis of this study it has been observed that as regards the awareness of sensory
marketing all respondents are aware of this term and it influence the respondents while
selecting a fast food restaurant.
10. It has been noticed that before going to restaurant, customers always consider certain
factors for the selection of their food outlet .Hence name of the restaurant is one of the
prime factor which induce the customers to visit the restaurant and following multiple
68
cuisines which pleased the senses and make the whole experience pleasurable. Therefore
all the factors associated with the restaurant should spick and span at all times.
11. It has been found that restaurants are always tried to create a stylish atmosphere in terms
of elegance, exclusivity and classy. And these features motivated the customers to spend
more time in restaurants
12. On the basis of this study it was perceived that a perfectly served dish can completely
upgrade the meal and it is the key to vivid sensational experience to all customers
irrespective of their area of residence factor.
13. It has been disclosed that food preparation style creates an enthusiasm because it
certainly raises the expectation and the excitement in the mind of customers.
14. For making the restaurant business successful music act as a significant tool for
enhancing the sensational experience and influence the customers perception. Hence
statistically it has been found that there is no significant relationship between area of
residence and the sweet melodious make food outlet more pleasant.
15. It has been found that from the study majority of the respondents’ opined that live
performance in restaurant helps to reduce their boredom for waiting the food and it also
helps to hold the curiosity for the food ordered by the customers and provide a pleasant
experience.
16. Sense of smell is tied with the sense of taste and it is most important step for the
stimulation of appetite and which induce the food choice behavior. Hence statistically it
has been identified that there is no significant relationship between the aromas of food
can make an appetite and area of residence.
17. It has been observed that the aroma of food which may induce an individual who are not
intending to dining towards restaurant.
18. It has been statistically identified that food texture can influence the perceptions of
customers and their food choice and it revealed that there is significant difference
between the area of residence and food texture can makes food more appealing and
desirable.
19. Consumer preference to a product may depend upon its specific attributes such as sensory
properties and its external attributes. It has been found that touch modality plays an
important role in creating an interest in consumption of that particular product.
69
20. It has been observed that restaurant are fast growing industry which provide good quality
delicious food and it act as the influential factor for the customers to revisit intention
21. Every restaurant needs a well planned menu and it deals with multi-cuisine available and
enhances the overall sensational experience to the customers. It has been noticed that
customers are always ready to taste new dishes.
22. Aroma is an important sensory characteristic of food and it provides stronger satiation to
the customers. It has been identified that the aroma of food signifies the perception of
customers towards the quality of food.
23. From this study it was revealed that everyone is sensitive to fragrance of room freshener
and smell of air conditioner. Hence it has been identified that depending upon their
sensational experience majority of the respondents felt a mild discomfort due to the
chemical odor.
24. Every individual have specific taste preference and aversions. It has been identified that
customers reluctant to revisit the food outlet, if there is any food product ruin their dining
experience.
25. It has been noticed that customers may have certain perception towards food product and
it induce the sensational experience but if the customers not satisfied with the quality of
food, they are reluctant to visit the food outlet again.
26. Music is one of the important factors to boost the sensational effect but the range of
volume affect its attractiveness. It has been perceived that if the volume is too loud it
impairs the sensational approach and creates discomfort to the customers.
27. Ambience of the restaurant makes instant feel to the sense organs but it has been found
that if the restaurant are crowded it may affect the customer’s expectation, comfort and
dining experience.
28. it has been observed that majority of the respondents agrees that eye displeasing lights in
the restaurants makes irritation to the consumers
29. Color is one of the important visual décor of the food service establishment and it gives a
special attraction to customers. It has been perceived that colors are appealing to their
sensational experience but it vary individuals to individuals.
70
30. The sense of touch enhances the consumers dining experience in innovative way. It has
been identified that majority of the respondents have impartial opinion regarding the
touch modality of food.
31. Perception is a key aspect of a dining experience. It has been noticed even before tasting
the food customers evaluate that whether it is worth spending or not based on the
appearance of food.
32. It has been statistically identified that Consumer decision making style is mainly depends
upon the choices and perception and it states there is no association between changes in
the decision making process and gender.
33. Food quality is one of the core elements for deciding a favorite fast food restaurant. It has
been observed that quality of the food drive the customers to revisit the restaurant and to
introduce the restaurant to others.
34. On the basis of this study it has been identified that customers may have the feeling that
the restaurant are charging exorbitant price for their dishes in order to compensate their
expenses of the marketing strategies.
35. On the basis of this study it was statistically revealed that the sensory marketing approach
affects the emotional satisfaction of the individual irrespective of gender and creates a
positive mind to the customers to revisit the restaurant.
71
CONCLUSION
Sensory marketing put emphasis the feelings and emotions of the customers which is
indispensible to survive in the competitive market. The considerable advantage of sensory
marketing is that it stimulates the sense organs differently and creates an impact on consumer
behavior. Sensory marketing provide a complete experience to the customers that means the
smell diffused, the music played , good texture feeling, visual elegance and fine dining
experience which provide a core value to the overall environment of the restaurant.
In this study it is fascinating that women are more aware about sensory marketing and the most
prime factor is the quality of food which induces the customers to revisit the restaurant and act as
the pinpoint of satisfaction.
Today marketing is all about customers experience, expectations, emotions, feelings and
satisfaction. Hence sensory marketing ties this concept nicely. For this reason it should stand out
as a uniquely interactive way to win the customers attraction.
72
SUGGESTIONS
• Youth is the target consumer group and restaurant must adapt new marketing strategy to
satisfy the need of them in order to survive in this competitive environment
• Restaurants should offer food item at reasonable price and should maintain quality
service.
• Restaurant should consider the older generation too while adapting sensory marketing
strategies.
• While considering the color scheme of the interior of the restaurant they should adopt
pleasing and complementary color scheme.
• Food presentation should be more innovative in the sense it must be catchy to the eyes
of customers.
• Restaurants should provide multi-cuisines to the customers to maintain customer
satisfaction and retention.
• Food outlets provide more offers to attract customers and it should be affordable.
• Restaurants provide more appealing manners to the customers in terms of food and
services, ambience and hygiene environment.
73
BIBLIOGRAPHY
BOOKS AND JOURNALS

• Dixon, P., & Randall Stone, J. Z. (2013), Engaging Customers through Sensory
Branding, New York, USA.
• Fisher, C., Buglear, J., Lowry, D., Mutch, A., & Tansley, C., (2007), Researching and
Writing a Dissertation, “A Guidebook for Business Students”, Harlow Pearson Education
Limited.
• Fenko, A., & Schifferstein, H. N. (2012), The influence of sensory product properties on
affectice and symbolic product experience, Proceedings of 8th International Design and
Emotion Conference London 2012 , pp.11-14
• Krishna Aradhana (2011), Sensory marketing, New heights publishers, New Delhi
• Khanna, P., & Mishra, S. (2012), Power of senses in branding and its impact on
consumer. VSRD International Journal of Business and Management Research, eISSN:
2231-248X, Vol 2 No.12.
• Labrecque, L. I., Patrick, V. M., & Milne, G. R, (2013), The Marketers’ Prismatic
Palette: A Review of Color Research and Future Directions, Psychology & Marketing, Vol
2, Issue 2, pp-187-202.
• Ogden-Bames, S., & Barclay, D, (2012), Store Sense reclaiming the four walls with
sensory engagement, The Retail Acumen Series.
• Swahn, J., Mossberg, L., Ostrom, A., & Gustafsson, I.-B. (2012), Sensory description
lables for food affect consumer product choice, European Journal of Marketing, ISSN:
0309-0566, Vol 46, Issue 11/12, pp- 1628-1646.
• Schroder, & Dyreborg, A. S. (2013), Multi-sensory perception in consumer brand
valuation, Denmark: Copenhagen Business School.
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WEBSITES
• https://hbr.org/2015/03/the-science-of-sensory- marketing
• https://www.campaignlive.co.uk/article/marketing-age- sensory-deprivation/1415852
• https://www.emerald.library.com
• https://www.ashm-journal.com
• https://thriveagency.com
• https://www.newneuromarketing.com
• https://www.smallbusinessrainmaker.com
• https://www.diva-portal .org
75
APPENDIX
A STUDY ON INFLUENCE OF SENSORY MARKETING

IN FOOD BUYING DECISION WITH SPECIAL
REFERENCE TO KOLLAM DISTRICT
QUESTIONNAIRE
Sir/ madam
I have an undergoing project titled “A STUDY ON INFLUENCE OF SENSORY

MARKETING IN FOOD BUYING DECISION WITH SPECIAL REFERENCE TO
KOLLAM DISTRICT”. In this regard I kindly request you to fill up the questionnaire. The
details provided by you will be kept as confidential and will be utilized only for the academic
purpose of the project.
Name:
1. Gender: Male
female
2. Age: Below 20
20-30 30-40 Above 40
3. Area of residence: Rural
Semi-urban Urban
4. Education: High school Higher secondar y Graduate
Post graduate others
5. Occupation: Student Govt employee Non- govt employee
Business Home maker
6. Monthly income: Below 10000 10000-30000 30000-50000 Above 50000
76
7. How often do you visit restaurants?
Daily Weekly Monthly
8. How much money do you spent while visiting restaurant
Less than 1000 1000-300 0 3000-5000 above 5000
9. Have you heard about sensory marketing?
Yes No
10. Mention the factors which induce you to visit the restaurants (Rank your preference)
Visual elegance
Aroma of food
Melodious ambience
Fine dining
Touch modality
Availability of multi-cuisine
Hygiene name of the restaurant
Assurance in quality service
Lounge area
Advertisement
Others
77
11. Do you agree with this statement?
“Spend more time in a classy restaurant which gives you a live atmosphere than in a ordinary
restaurant”
Totally agree Rather agree Rather do not agree Do not agree
12. Please indicate to what extent you agree with the following statement in relation
with stimulation of your sense organs
a) The attractive way the food is being served

b) Food preparation style makes an enthusiasm
c) Sweet melodious make food outlet more pleasant
d) Live performance gives more delight to having the food

e) The aroma of food can stimulate an appetite
f) Pleasing food smell will attract to enter the food outlet

g) Food texture making food more desirable and appealing
h) Feel good in touching a food item will help to buy more
78
i) The yummy food influence to revisit the outlet
j) Availability of multi-cuisine attract to buy more
13. Does your sense organ negatively react because of the following reasons?
a) A foul odour will keep you off a place even though feel hungry
b) Smell of AC and air freshener makes discomfort
c) A bad taste of food reluctant to revisit the restaurant again
d) Nast food create a negative image on the mind about the food product
e) Music in food outlet is often too loud
f) Crowd in the restaurant distract the ambience
g) Eye displeasing lights makes irritation

h) Inappropriate color combination affects the visual décor
79
i) Difference in the food texture affects the touch modality
j) Serving of food with wrong garnishing affects the touch feel
14. Do you feel any change occurred in your food buying decision due to
sensory marketing?
Yes No
15. If so what are the changes you have noted in your decision making process (Rank
your preference)
Quality concerned rather than price
Frequent visit
Changes in perception
Brand recognition
Reference to others
16. Do you feel marketing techniques charges exorbitant price for providing the
wide variety facilities?
Yes No
17. How do you rate the sensory marketing techniques?
Very satisfied Satisfied Neutral Unsatisfied
80

A Study On Influence of Sensory Marketing in Kollam District

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A Study On Influence of Sensory Marketing in Kollam District

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A STUDY ON INFLUENCE OF SENSORY MARKETING IN

FOOD BUYING DECSION WITH SPECIAL REFERENCE TO

CANDIDATE CODE: 59019142015

EXAM CODE 59018402

COURSE CODE 590

SL.NO CONTENTS PAGE NO:

3 CHAPTER 1- INTRODUCTION 1-9

4 CHAPTER 2- THEORETICAL 10-23

5 CHAPTER 3- ANALYSIS AND 24-67

6 CHAPTER 4- FINDINGS,CONCLUSION 68-73

TABLE TITLES PAGE

3.1 Gender of respondents 24

3.2 Age of respondents 25

3.3 Area of residence of respondents 26

3.4 Educational qualification of respondents 27

3.5 Socio- professional status 28

3.8 Chi-square test – Gender and frequency of visiting fast food 31

3.9 Chi-square Test – Gender and frequency of visiting fast food 31

3.13 Awareness about sensory marketing 34

3.18 Calculation of One way ANOVA Test 38

3.22 Calculation of One way ANOVA Test 41

3.26 Calculation of one way ANOVA Test 44

3.30 Calculation of one way ANOVA Test 47

3.34 Calculation of one way ANOVA Test 50

3.47 Chi-square Test – Monthly income and changes occurred in the 62

3.48 Chi-square Test – Monthly income and changes occurred in the 63

3.49 Factors influence to change in the decision making process 64

3.52 Chi-square Test – Gender and satisfaction level of sensory 66

3.53 Chi-square test – Gender and satisfaction level of sensory marketing 67

FIGURE TITLE PAGE

3.1 Gender of respondents 24

3.2 Age of respondents 25

3.3 Area of residence of respondents 26

3.4 Educational qualification of respondents 27

3.5 Socio- professional status 28

3.6 Monthly income 29

3.7 Awareness about sensory marketing 34

3.8 Spend time in restaurant 36

3.9 Food preparation style makes enthusiasm 39

3.10 Live performance gives more delight to having the food 42

3.11 Pleasing food smell attract to enter the food outlet 45

3.13 Availability of multi-cuisine attract to buy more 51

3.15 Smell of AC and air freshener make discomfort 53

3.16 A bad taste of food reluctant to revisit the restaurant again 54

3.19 Crowd in the restaurant distract the ambience 57

3.20 Eye displeasing lights makes irritation 58

3.21 Inappropriate color combination affect the visual decor 59

3.22 Difference in food texture affect the touch modality 60

3.24 Exorbitant price charge 65

1.1 REVIEW OF LITERATURE

➢ Hawkins (2000), emotions are uncontrolled feelings triggered by environmental

➢ Freemantle( 2004), in this context, it is important to make a clear differentiation

➢ Mohammed Mzhmoudi Maymand and Perisa Nezami (2012), examined in

➢ Dr Kumar K and Pradeep Kumar R (2017), in their study influence of multi

➢ Jana kilestikova and Margareta Nadanyiova(2018), identified in their study

➢ Dissabandara D.R and Dissanayake D.M.R (2019), sensory marketing creates

1.2 Statement of the problem

1.3 Objectives of the study

➢ To evaluate the subtle influence of various sense organs on sensational experience.

1.4 Need and significance of the study

1.5 Scope of the study

The variables covered were clubbed under two heads: