Sensory Marketing Influences Comestic Industry

HOW SENSORY MARKETING INFLUENCES
CONSUMER SHOPPING EXPERIENCE IN-

STORE THROUGH THE DECISION-MAKING
PROCESS FOR THE COSMETIC INDUSTRY
A thesis submitted to the University of Manchester for the degree

of Doctor of Philosophy
in the Faculty of Science & Engineering
2022
ENSHANG SHANG
DEPARTMENT OF MATERIALS
SCHOOL OF NATURAL SICENCE
THE UNIVERSITY OF MANCHESTER
Table of Contents
ABSTRACT ........................................................................................................................................................... 2
ACKNOWLEDGEMENT .................................................................................................................................... 2
COPYRIGHT ........................................................................................................................................................ 1
DECLARATION ................................................................................................................................................... 7
CHAPTER 1. INTRODUCTION ........................................................................................................................ 1
1.1. THE THESIS STRUCTURE OVERVIEW .............................................................................................................. 3
1.2. RESEARCH CONTEXT .................................................................................................................................... 4
1.2.1. Cosmetic products ............................................................................................................................... 4
1.2.2. Cosmetic industry ................................................................................................................................ 5
1.2.3. Female cosmetic market ...................................................................................................................... 7
1.2.4. Cosmetic market in the UK .................................................................................................................. 8
1.3. RESEARCH AIM ............................................................................................................................................. 9
1.4. RESEARCH OBJECTIVES ................................................................................................................................ 9
1.5. ORIGINALITY AND VALUE............................................................................................................................. 9
1.5.1. Fill research gaps .............................................................................................................................. 10
1.5.2. Theoretical value ............................................................................................................................... 11
1.5.3. Practical value ................................................................................................................................... 12
1.6 CHAPTER SUMMARY .................................................................................................................................... 12
CHAPTER 2. LITERATURE REVIEW .......................................................................................................... 14
2.1. SENSORY MARKETING................................................................................................................................ 14
2.1.1. Sensory Marketing In-store ............................................................................................................... 15
2.1.1.1. Visual ............................................................................................................................................................ 18
2.1.1.1.1. Visual elements：Physical store design ............................................................................................... 18
2.1.1.1.2. Visual elements：Retailing staff service ............................................................................................. 23
2.1.1.2. Smell ............................................................................................................................................................. 24
2.1.1.2.1. Smell elements：Physical store design ................................................................................................ 24
2.1.1.2.2. Smell elements：Retailing staff service............................................................................................... 27
2.1.1.3. Sound ............................................................................................................................................................ 28
2.1.1.3.1. Sound elements：Physical store design ............................................................................................... 28
2.1.1.3.2. Sound elements：Retailing staff service.............................................................................................. 29
2.1.1.4. Touch ............................................................................................................................................................ 30
2.1.1.4.1. Touch elements：Physical store design ............................................................................................... 30
2.1.1.4.2. Touch elements：Retailing staff service.............................................................................................. 32
2.1.1.5. Taste .............................................................................................................................................................. 33
2.1.1.5.1. Taste elements: Physical store design .................................................................................................. 33
2.1.1.5.2. Taste elements: Retailing staff service ................................................................................................. 35
2.1.2. Conclusion of sensory marketing....................................................................................................... 36
2.2. SHOPPING EXPERIENCE .............................................................................................................................. 37
2.2.1. Brand Experience .............................................................................................................................. 38
2.2.2. Customer Experience ......................................................................................................................... 39
2.2.3. Sensory Experience ............................................................................................................................ 40
2.3. CONSUMER BEHAVIOUR ............................................................................................................................. 42
2.3.1. Traditional consumer decision-making process ................................................................................ 43
2.3.2. Fashion-targeted consumer decision-making process ...................................................................... 45
2.3.3. In-store decision-making process ...................................................................................................... 47
2.3.3.1. Impulsive buying behaviour ......................................................................................................................... 47
2.3.4. Consumer Characteristics ................................................................................................................. 49
2.3.4.1. Consumer orientation: Utilitarian and Hedonic ............................................................................................ 50
2.3.4.2. Consumption level ........................................................................................................................................ 51
2.3.4.3. Shopping frequency ...................................................................................................................................... 52
2.3.4.4. Age group...................................................................................................................................................... 52
2.3.4. Post-purchase Outcome: Consumer Satisfaction and Consumer Loyalty ......................................... 52
2.3.4.1. Consumer Satisfaction .................................................................................................................................. 53
2.3.4.2. Consumer Loyalty......................................................................................................................................... 54
2.3.4.2.1. Re-visit the store and Re-purchase the brand ....................................................................................... 55
2.3.5. Conclusion of consumer behaviour ................................................................................................... 56
2.4. THEORETICAL BACKGROUND ..................................................................................................................... 57
2.4.1. The adaption of the S-O-R model ...................................................................................................... 57
2.4.2. The research framework and hypotheses .......................................................................................... 60
2.5 CHAPTER SUMMARY ................................................................................................................................... 62
CHAPTER 3. METHODOLOGY ..................................................................................................................... 64
3.1. RESEARCH PHILOSOPHY ............................................................................................................................ 65
3.1.1. Research assumptions ........................................................................................................................ 66
3.1.1.1. Ontology: Objectivism and Subjectivism ..................................................................................................... 67
3.1.1.2. Epistemology: Positivism, Interpretivism and Pragmatism .......................................................................... 69
3.1.1.3. Axiology ....................................................................................................................................................... 71
3.2. RESEARCH APPROACH ................................................................................................................................ 71
3.2.1. Deductive approach ........................................................................................................................... 72
3.2.2. Inductive approach ............................................................................................................................ 72
3.2.3. Abductive approach ........................................................................................................................... 72
3.2.4. The adoption of research approach - Abduction ............................................................................... 72
3.3. RESEARCH DESIGN STYLES ......................................................................................................................... 74
3.3.1. The adoption of research design style - Explanatory ........................................................................ 74
3.4. RESEARCH METHOD.................................................................................................................................... 75
3.4.1. Quantitative research ........................................................................................................................ 76
3.4.2. Qualitative research .......................................................................................................................... 76
3.4.3. Mixed method research...................................................................................................................... 78
3.4.4. The adoption of research method - Mixed method research ............................................................. 78
3.5. RESEARCH ETHIC ....................................................................................................................................... 80
3.5.1. Ethical consideration in research process ........................................................................................ 83
3.5.2. Ethical issues in interviewing ............................................................................................................ 84
3.5.3. Ethical issues in questionnaire .......................................................................................................... 86
3.6. RESEARCH DESIGN FOR THIS RESEARCH ..................................................................................................... 86
3.6.1 Research study 1 – Interview with organisation................................................................................. 87
3.6.1.1. Justification of interview............................................................................................................................... 87
3.6.1.2. Design of interview with organisations ........................................................................................................ 88
3.6.1.2.1. Sampling of interview with organisations ............................................................................................ 89
3.6.1.2.2. Procedure 1: Establishing the ethical guidelines for organisation........................................................ 90
3.6.1.2.3. Procedure 2: Crafting the interview protocol and pilot study .............................................................. 90
3.6.1.2.3.1. Crafting the interview protocol .................................................................................................... 90
3.6.1.2.3.2. Pilot study..................................................................................................................................... 92
3.6.1.2.4. Procedure 3: Conducting, recording and transcribing the interview .................................................... 94
3.6.1.2.4.1. Conducting the interview ............................................................................................................. 94
3.6.1.2.4.2. Recording and transcribing the interview .................................................................................... 94
3.6.1.2.5. Procedure 4: Analysing and summarising the interview ...................................................................... 96
3.6.1.2.5.1. Template analysis with colour coding.......................................................................................... 96
3.6.2. Research study 2 – Questionnaires with consumers.......................................................................... 98
3.6.2.1. Justifications of Questionnaire Survey ......................................................................................................... 98
3.6.2.2. Design of questionnaire survey..................................................................................................................... 99
3.6.2.2.1. Sampling of questionnaire survey ...................................................................................................... 100
3.6.2.2.2. Stage 1: Identifying the information needed ...................................................................................... 100
3.6.2.2.3. Stage 2: Creating a questionnaire ....................................................................................................... 101
3.6.2.2.4. Stage 3: Conducting a pilot survey and revising the questionnaire.................................................... 105
3.6.2.2.5. Stage 4: Executing the full survey ...................................................................................................... 106
3.6.2.2.6. Stage 5: Analysing and interpreting data............................................................................................ 106
3.6.3. Research study 3 – Interviews with consumers ............................................................................... 107
3.6.3.1. Justification of Interviews with consumers................................................................................................. 107
3.6.3.2. Design of Interview with consumer ............................................................................................................ 108
3.6.3.2.1. Sampling of interview with consumer ................................................................................................ 108
3.6.3.2.2. Procedure 1: Establishing the ethical guidelines for consumers ........................................................ 109
3.6.3.2.3. Procedure 2: Crafting the interview protocol and pilot study ............................................................ 109
3.6.3.2.3.1. Crafting the interview protocol .................................................................................................. 109
3.6.3.2.3.2. Pilot study................................................................................................................................... 110
3.6.3.2.4. Procedure 3: Conducting, recording and transcribing the interview .................................................. 110
3.6.3.2.4.1. Conducting the interview ........................................................................................................... 110
3.6.3.2.4.2. Recording and transcribing the interview .................................................................................. 110
3.6.3.2.5. Procedure 4: Analysing and summarising the interview .................................................................... 111
3.6.3.2.5.1. Template analysis with colour coding........................................................................................ 112
3.6.3.2.5.2. SWOT analysis........................................................................................................................... 112
3.7 CHAPTER SUMMARY ................................................................................................................................. 113
CHAPTER 4: DATA ANALYSIS AND FINDINGS ..................................................................................... 114
4.1. DATA ANALYSIS AND FINDINGS OF STUDY 1: INTERVIEWS WITH ORGANISATIONS .................................. 114
4.1.1. Date analysis- Template analysis with colour coding ..................................................................... 114
4.1.1.1. Colour coding.............................................................................................................................................. 114
4.1.1.2. Template analysis........................................................................................................................................ 116
4.1.2. The findings of interviews with organisations ................................................................................. 116
4.1.2.1. The findings of Sensory marketing in-store factors.................................................................................... 116
4.1.2.2. The adaption of consumer decision-making process model for shopping in-store .................................... 118
4.1.2.3. The specification of ideal Post-purchase outcomes .................................................................................... 118
4.1.2.4. The expectations of organisations............................................................................................................... 119
4.1.2.5. Sensory marketing in-store evaluation tool ................................................................................................ 119
4.2. DATA ANALYSIS AND FINDINGS OF STUDY 2 – QUESTIONNAIRES WITH CONSUMERS ............................... 121
4.2.1. Part 1: Test of research framework: The application of S-O-R model in sensory marketing for
cosmetic shopping experience in physical store ........................................................................................ 122
4.2.1.1. Section 1: Sensory Marketing → Shopping Experience in-store ............................................................... 124
4.2.1.1.1. Reliability Test ................................................................................................................................... 124
4.2.1.1.2. Descriptive Statistics .......................................................................................................................... 125
4.2.1.1.2.1. Visual Store ................................................................................................................................ 126
4.2.1.1.2.2. Visual Staff................................................................................................................................. 127
4.2.1.1.2.3. Smell Store ................................................................................................................................. 129
4.2.1.1.2.4. Smell Staff .................................................................................................................................. 130
4.2.1.1.2.5. Sound Store ................................................................................................................................ 132
4.2.1.1.2.6. Sound Staff ................................................................................................................................. 134
4.2.1.1.2.7. Touch Store ................................................................................................................................ 135
4.2.1.1.2.8. Touch Staff ................................................................................................................................. 137
4.2.1.1.2.9. Taste Store .................................................................................................................................. 138
4.2.1.1.2.10. Taste Staff ................................................................................................................................ 140
4.2.1.1.3. Conclusion of Sensory Marketing → Shopping Experience in-store................................................. 142
4.2.1.2. Section 2: Shopping experience in-store → Post-purchase Outcomes ....................................................... 144
4.2.1.2.1. Reliability test ..................................................................................................................................... 144
4.2.1.2.2. Descriptive Statistics .......................................................................................................................... 145
4.2.1.2.2.1. Satisfaction of purchase ............................................................................................................. 145
4.2.1.2.2.2. Re-visit the store......................................................................................................................... 147
4.2.1.2.2.3. Re-purchase the brand ................................................................................................................ 148
4.2.1.2.2.4. Conclusion of Shopping experience in-store → Post-purchase Outcomes ................................ 150
4.2.1.2.3. Conclusion of Sensory marketing → Shopping experience in-store → Post-purchase Outcomes .... 151
4.2.1.3. Section 3: Exploratory Factor Analysis ...................................................................................................... 152
4.2.1.3.1. Sensory marketing factors .................................................................................................................. 152
4.2.1.3.2. Post-purchase outcome factors ........................................................................................................... 157
4.2.1.4. Section 4: Multiple Regression Test ........................................................................................................... 159
4.2.1.4.1. Sensory marketing → Satisfaction of purchase.................................................................................. 161
4.2.1.4.1.1. Model 1-1: Impression → Satisfaction of purchase ................................................................... 161
4.2.1.4.1.2. Model 1-2: Hospitality → Satisfaction of purchase ................................................................... 163
4.2.1.4.1.3. Model 1-3: Engagement → Satisfaction of purchase................................................................. 165
4.2.1.4.1.4. Conclusion of Sensory marketing → Satisfaction of purchase .................................................. 167
4.2.1.4.2. Sensory marketing → Willingness of re-visit the store...................................................................... 168
4.2.1.4.2.1. Model 2-1: Impression → Willingness of re-visit the store ....................................................... 169
4.2.1.4.2.2. Model 2-2: Hospitality → Willingness of re-visit the store ....................................................... 171
4.2.1.4.2.3. Model 2-3: Engagement →Willingness of re-visit the store...................................................... 173
4.2.1.4.2.4. Conclusion of Sensory marketing → Willingness of re-visit the store ...................................... 175
4.2.1.4.3. Sensory marketing → Willingness of re-purchase the brand ............................................................. 176
4.2.1.4.3.1. Model 3-1: Impression → Willingness of re-purchase the brand .............................................. 177
4.2.1.4.3.2. Model 3-2: Hospitality → Willingness of re-purchase the brand .............................................. 179
4.2.1.4.3.3. Model 3-3: Engagement →Willingness of re-purchase the brand ............................................. 181
4.2.1.4.3.4. Conclusion of Sensory marketing → Willingness of re-purchase the brand ............................. 183
4.2.1.5. Section 5: Group comparison analysis........................................................................................................ 184
4.2.1.5.1. Independent Samples T Test............................................................................................................... 185
4.2.1.5.1.1. Shopping Orientation ................................................................................................................. 185
4.2.1.5.1.1.1. Conclusion ......................................................................................................................... 190
4.2.1.5.1.2. Cosmetic Consumption level ..................................................................................................... 193
4.2.1.5.1.2.1. Conclusion ......................................................................................................................... 198
4.2.1.5.1.2.2. Crosstabulation: Consumption level - Shopping orientation ............................................. 201
4.2.1.5.2. One-Way ANOVA Test ..................................................................................................................... 202
4.2.1.5.2.1. Shopping Frequency................................................................................................................... 202
4.2.1.5.2.1.1 Visual Store......................................................................................................................... 207
4.2.1.5.2.1.2 Visual Staff ......................................................................................................................... 208
4.2.1.5.2.1.3 Smell Store .......................................................................................................................... 210
4.2.1.5.2.1.4 Smell Staff .......................................................................................................................... 211
4.2.1.5.2.1.5 Sound Store ......................................................................................................................... 212
4.2.1.5.2.1.6 Sound Staff.......................................................................................................................... 213
4.2.1.5.2.1.7 Touch Store ......................................................................................................................... 214
4.2.1.5.2.1.8 Touch Staff.......................................................................................................................... 215
4.2.1.5.2.1.9 Taste Store .......................................................................................................................... 217
4.2.1.5.2.1.10 Taste Staff ......................................................................................................................... 218
4.2.1.5.2.1.11 Conclusion of comparison between different shopping frequency................................... 219
4.2.1.5.2.1.12 Crosstabulation: Shopping frequency - Shopping orientation/ Consumption level.......... 220
4.2.1.5.2.2 Age groups .................................................................................................................................. 220
4.2.1.5.2.2.1 Visual Store......................................................................................................................... 225
4.2.1.5.2.2.2 Visual Staff ......................................................................................................................... 226
4.2.1.5.2.2.3 Smell Store .......................................................................................................................... 227
4.2.1.5.2.2.4 Smell Staff .......................................................................................................................... 228
4.2.1.5.2.2.5 Sound Store ......................................................................................................................... 229
4.2.1.5.2.2.6 Sound Staff.......................................................................................................................... 230
4.2.1.5.2.2.7 Touch Store ......................................................................................................................... 231
4.2.1.5.2.2.8 Touch Staff.......................................................................................................................... 232
4.2.1.5.2.2.9 Taste Store .......................................................................................................................... 233
4.2.1.5.2.2.10 Taste Staff ......................................................................................................................... 234
4.2.1.5.2.2.11 Conclusion of comparison between different age groups ................................................. 236
4.2.1.5.2.2.12 Crosstabulation ................................................................................................................. 237
4.2.1.5.3 Conclusion of compare groups analysis .............................................................................................. 238
4.2.2. Part 2: investigation of how sensory marketing factors influence shopping experience in-store, by
influencing consumer decision-making process for cosmetic shopping .................................................... 239
4.2.2.1. Section 1: Multiple Response Analysis ...................................................................................................... 240
4.2.2.1.1. 1-1 Get interested to walk to a brand counter..................................................................................... 241
4.2.2.1.2. 1-2 Get interested in a product ........................................................................................................... 242
4.2.2.1.3. 2 Evaluation of products ..................................................................................................................... 243
4.2.2.1.4. 3- Decision of purchase ...................................................................................................................... 244
4.2.2.1.5. Conclusion: Top 15 influential sensory marketing strategies ............................................................ 245
4.2.2.2. Section 2: Exploratory Factor Analysis ...................................................................................................... 247
4.2.2.2.1 Visual ................................................................................................................................................... 247
4.2.2.2.2 Sound ................................................................................................................................................... 251
4.2.2.2.3 Smell .................................................................................................................................................... 254
4.2.2.2.4 Touch ................................................................................................................................................... 256
4.2.2.2.5 Taste..................................................................................................................................................... 259
4.2.2.2.6. Conclusion: Sensory marketing In-store ............................................................................................ 261
4.3. DATA ANALYSIS AND FINDINGS OF STUDY 3 – INTERVIEWS WITH CONSUMERS ....................................... 263
4.3.1. Data analysis – Template analysis with colour coding ................................................................... 263
4.3.2. Findings of Interviews with consumers ........................................................................................... 264
4.3.2.1. The influence of pandemic on cosmetics shopping behaviour ................................................................... 264
4.3.2.2. Sensory marketing factors with concerns and suggestions for improvement ............................................. 266
4.3.2.3. Cosmetic physical store shopping compared to online shopping ............................................................... 267
4.4 CHAPTER SUMMARY .................................................................................................................................. 268
CHAPTER 5. CONCLUSION ......................................................................................................................... 270
5.1. METHODOLOGICAL CONTRIBUTION .......................................................................................................... 272
5.2. THEORETICAL CONTRIBUTION .................................................................................................................. 272
5.2.1. The application and adaption of consumer decision-making process model .................................. 272
5.2.2. The application and adaption of S-O-R model in sensory marketing for cosmetic shopping
experience in physical store....................................................................................................................... 274
5.2.3. The new Sensory marketing decision-making process model for cosmetic physical store shopping
................................................................................................................................................................... 276
5.2.4. The new framework of Sensory marketing predicts Post-purchase outcomes ................................ 278
5.2.5. The finding of Sensory marketing factors of physical store in cosmetic industry ........................... 280
5.3. PRACTICAL CONTRIBUTION ...................................................................................................................... 283
5.3.1. Benefits for cosmetic physical store retailers .................................................................................. 283
5.3.2. The group comparison study of targeted consumers ....................................................................... 287
5.3.2.1. Shopping orientation: Hedonic and Utilitarian ........................................................................................... 287
5.3.2.2. Cosmetic Consumption level: 0 - £199 and £200+..................................................................................... 288
5.3.2.3. Shopping Frequency: Once a month/ Twice a month or shorter/ Once every 3 months or longer ............ 289
5.3.2.4. Age groups: Young (18-30)/ Middle (31-40)/ Mature (41+) ...................................................................... 290
5.3.2.5. Crosstabulation of consumer characteristics............................................................................................... 291
5.4. LIMITATIONS AND SUGGESTED FUTURE RESEARCH .................................................................................. 292
5.4.1. Limitations ....................................................................................................................................... 292
5.4.1.1. Implementation of data collection method ................................................................................................. 292
5.4.1.2. Sample size ................................................................................................................................................. 292
5.4.1.3. Lack of previous studies in the research area ............................................................................................. 293
5.4.2. Suggested future research................................................................................................................ 293
BIBLIOGRAPHY ............................................................................................................................................. 294
APPENDIX ........................................................................................................................................................ 318
List of Figures
Figure 1.1 - Cosmetics market by category…………………………………………………….5
Figure 1.2 - The value of the cosmetics market worldwide from 2018 to 2025……. …….…..6
Figure 1.3 - The global luxury cosmetics market by distribution channel……………………. 6
Figure 1.4 - Cosmetic market by gender ………………………………………………………7
Figure 1.5 - The market value of cosmetics in the UK from 2009 to 2020 ……………………8
Figure 2.1 - Visual Store influences Shopping Experience in-store ………………………….23
Figure 2.2 - Visual Staff influences Shopping Experience in-store ………………………….23
Figure 2.3 - Smell Store influences Shopping Experience in-store ………………………….27
Figure 2.4 - Smell Staff influences Shopping Experience in-store …………………………..28
Figure 2.5 - Sound Store influences Shopping Experience in-store ………………………….29
Figure 2.6 - Sound Staff influences Shopping Experience in-store ………………………….30
Figure 2.7 - Touch Store influences Shopping Experience in-store ………………………….31
Figure 2.8 - Touch Staff influences Shopping Experience in-store ………………………….33
Figure 2.9 - Taste Store influences Shopping Experience in-store …….…………………….35
Figure 2.10 - Taste Staff influences Shopping Experience in-store ………………………….36
Figure 2.11 - Framework part 1: Sensory Marketing → Shopping Experience in-store……...37
Figure 2.12 - 360° Sensory experience……………………………………………………….42
Figure 2.13 – Traditional consumer decision-making process……………………………….43
Figure 2.14 - Identifying alternatives…………………………………………………………44
Figure 2.15 - Stages in Fashion and Traditional Decision Making …………………………..46
Figure 2.16 - In-store Stages in Fashion Decision Making…………………………………..47
Figure 2.17- Consumer expressions of brand loyalty………………………………………...54
Figure 2.18- In-store fashion decision-making process………………………………………56
Figure 2.19 - Framework part 2: Shopping Experience in-store → Post-purchase outcomes..57
Figure 2.20 – S-O-R model…………………………………………………………………...58
Figure 2.21 – The adaption of the S-O-R model for this research …………………………...58
Figure 2.22 - The research framework………………………………………...……………...61
Figure 3.1 - The relationship of research philosophy, problems and methodology…………..66
Figure 3.2 – Methodological choice…………………………………………………………..75
Figure 3.3 – Mixed methods research design…………………………………………………79
Figure 3.4 - The Ethical issues at different stages of the research……………………………83
Figure 3.5 – Research design overview………………………………………………………87
Figure 3.6 - Interview design procedures…………………………………………………….89
Figure 3.7 - The procedures of template analysis……………………………………………..96
Figure 3.8 - Survey questionnaire design……………………………………………………100
Figure 3.9 - The SWOT analysis…………………………………………………………….113
Figure 4.1 - Consumer decision-making process in-store…………………………………..118
Figure 4.2 - Post-purchase outcomes………………………………………………………..118
Figure 4.3 – The adaption of the S-O-R model for this research……………………………122
Figure 4.4 - The research framework……………………………………..............................122
Figure 4.5 - Framework part 1: Sensory Marketing → Shopping Experience in-store……..124
Figure 4.6 - Visual Store influences Shopping Experience in-store ………………………..126
Figure 4.7 - The Visual Store histogram of frequency ……………………………………...127
Figure 4.8 - Visual Staff influences Shopping Experience in-store ………….……………..127
Figure 4.9 - The Visual Staff histogram of frequency ……………………………………...128
Figure 4.10 - Smell Store influences Shopping Experience in-store ………………………..129
Figure 4.11 - The Smell Store histogram of frequency……………………………………...130
Figure 4.12 - Smell Staff influences Shopping Experience in-store ………………………..130
Figure 4.13 - The Smell Staff histogram of frequency……………………………………...131
Figure 4.14 - Sound Store influences Shopping Experience in-store ………………………132
Figure 4.15 - The Sound Store histogram of frequency……………………………………..133
Figure 4.16 - Sound Staff influences Shopping Experience in-store ……………………….134
Figure 4.17 - The Sound Staff histogram of frequency……………………………………...135
Figure 4.18 - Touch Store influences Shopping Experience in-store ………………………135
Figure 4.19 - The Touch Store histogram of frequency……………………………………..136
Figure 4.20 - Touch Staff influences Shopping Experience in-store ……………………….137
Figure 4.21 - The Touch Staff histogram of frequency……………………………………...138
Figure 4.22 - Taste Store influences Shopping Experience in-store ………………………..139
Figure 4.23 - The Taste Store histogram of frequency……………………………………...140
Figure 4.24 - Taste Staff influences Shopping Experience in-store ………………………...141
Figure 4.25 - The Taste Staff histogram of frequency……………………………………....142
Figure 4.26 - Framework part 2: Shopping Experience in-store → Post-purchase…………144
Figure 4.27 - Shopping Experience in-store influences Satisfaction of purchase…………...145
Figure 4.28 - The histogram of frequency…………………………………….......................146
Figure 4.29 - Shopping Experience in-store influences Willingness of re-visit the store…...147
Figure 4.30 - The histogram of frequency…………………………………….......................148
Figure 4.31 - Shopping Experience in-store influences Willingness of re-purchase the brand149
Figure 4.32 - The histogram of frequency……………………………………......................150
Figure 4.33 - The result of testing the framework……………………………………...........151
Figure 4.34 - The Scree Plot…………………………………………....................................154
Figure 4.35 - Sensory marketing decision-making process …………………………………156
Figure 4.36 - The Scree Plot…………………………………………....................................158
Figure 4.37 - Post-purchase outcomes……………………………………………………....159
Figure 4.38 - The framework of Sensory marketing predicts Post-purchase outcomes……..160
Figure 4.39 - Model 1 Sensory marketing predicts Satisfaction of purchase………………..161
Figure 4.40 - Model 1-1 Impression predicts Satisfaction of purchase……………………..163
Figure 4.41 - Model 1-2 Hospitality predicts Satisfaction of purchase……………………...165
Figure 4.42 - Model 1-3 Engagement predicts Satisfaction of purchase……………………..166
Figure 4.43 - Model 1 in the UK cosmetic market: Sensory marketing predicts……………168
Figure 4.44 - Model 2 Sensory marketing predicts Willingness of re-visit the store………..169
Figure 4.45 - Model 2-1 Impression predicts Willingness of re-visit the store……………...171
Figure 4.46 - Model 2-2 Hospitality predicts Willingness of re-visit the store……………..172
Figure 4.47 - Model 2-3 Engagement predicts Willingness of re-visit the store…………….174
Figure 4.48 - Model 2 in the UK cosmetic market: Sensory marketing predicts……………176
Figure 4.49 - Model 3 Sensory marketing predicts Willingness of re-purchase the brand….177
Figure 4.50 - Model 3-1 Impression predicts Willingness of re-purchase the brand ……….179
Figure 4.51 - Model 3-2 Hospitality predicts Willingness of re-purchase the brand………..180
Figure 4.52 - Model 3-3 Engagement predicts Willingness of re-purchase the brand………182
Figure 4.53 - Model 3 in the UK cosmetic market: Sensory marketing predicts Willingness of
re-purchase the brand……………………………………………………………………......184
Figure 4.54 - Consumers with different shopping orientation ………………………………185
Figure 4.55 - Hedonic Consumers’ opinions on the rank of sensory marketing stimuli…….187
Figure 4.56 - Utilitarian Consumers’ opinions on the rank of sensory marketing stimuli…..187
Figure 4.57 - Comparison between Hedonic and Utilitarian consumers…………………….188
Figure 4.58 - Consumers with different consumption level on cosmetics…………………..193
Figure 4.59 - The opinions of consumers with higher consumption level on the rank of sensory
marketing stimuli……………………………………………………………………………195
Figure 4.60 - The opinions of consumers with lower consumption level on the rank of sensory
marketing stimuli……………………………………………………………………………195
Figure 4.61 - Comparison between Consumers with different consumption level on cosmetics
………………………………………………………………………………………………196
Figure 4.62 - Consumers with different shopping frequency……………………………….203
Figure 4.63 - The opinion of consumers with less often shopping frequency………………205
Figure 4.64 - The opinion of consumers with standard shopping frequency………………..205
Figure 4.65 - The opinion of consumers with more often shopping frequency……………..206
Figure 4.66 - Comparison between Consumers with different shopping frequency………...206
Figure 4.67 - The means plot………………………………………………………………..208
Figure 4.77 - Consumers in different age groups……………………………………………221
Figure 4.78 - The opinion of young consumers …………………………………………….223
Figure 4.79 - The opinion of middle consumers …………………………………………….223
Figure 4.80 - The opinion of mature consumers …………………………………………….224
Figure 4.81 - Comparison between different age groups……………………………………224
Figure 4.91 - The means plot……………………………………………….………………..236
Figure 4.92 - Consumer decision-making process in-store………………………………….240
Figure 4.93 - The scree plot……………………………………………………………...….248
Figure 4.94 - Cosmetic visual sensory marketing in-store…………………………………..250
Figure 4.96 - Cosmetic sound sensory marketing in-store…………………………………..253
Figure 4.98 - Cosmetic smell sensory marketing in-store……………………….…………..256
Figure 4.100 - Cosmetic touch sensory marketing in-store………………………………….259
Figure 4.101 - The scree plot……………………………………………………………...…260
Figure 4.102 - Cosmetic taste sensory marketing in-store…………………………………..261
Figure 4.103 - Sensory marketing factors for cosmetic in-store shopping …………………262
Figure 4.104 - Sensory marketing influences decision-making process in-store …………...262
Figure 5.1 - The in-store part of fashion decision-making process …………………………273
Figure 5.2 - Cosmetic in-store decision-making process……………………………………273
Figure 5.3 - Post-purchase outcomes of cosmetic shopping in-store.……………………....274
Figure 5.4 - The adaption of S-O-R model for this research………………………………..274
Figure 5.5 - The framework of this research ……………………………………………….275
Figure 5.6 - Sensory marketing decision-making process ………………………………….277
Figure 5.7 - The framework of Sensory marketing predicts Post-purchase outcomes………278
Figure 5.8 - Cosmetic in-store sensory marketing factors…………………………………..281
Figure 5.9 - Sensory marketing in-store influence shopping experience through decision-
making process ……………………………………………………………………………..283
List of Images
Image 2.1 – Jo Malone visual merchandising design in Selfridges London store……………19
Image 2.2 – Bobbi Brown touch screen and interactive interface…………………………….20
Image 2.3 - DIOR Magic mirror virtual makeup experience…………………………………21
Image 2.4 - Lancôme custom made the foundation machine…………………………………22
Image 2.5 – The Michael Edwards Fragrance Wheel………………………………………...25
Image 2.6 – Jo Malone hand and arm massage treatment…………………………………….32
Image 2.7 – Fenty Beauty event with champagne and doughnut…………………………….34
Image 2.8 - Jo Malone cocktail-themed launch event in-store……………………………….35
List of Tables
Table 2.1 - The summary of theoretical support conceptualization……………….…………59
Table 3.1 - The summary of methodology selections ……………………………………… 64
Table 3.2 - The comparison of Objectivism and Subjectivism………………………………68
Table 3.3 - The comparison of Positivism, Interpretivism and Pragmatism…………………70
Table 3.4 – Deduction, induction and abduction: from reason to research…………………..73
Table 3.5 - Five business research design styles……………………………………………..74
Table 3.6 An overview comparison between qualitative and quantitative research method…77
Table 3.7 - Ethical principles and the ethical rationale for and development of each principle.81
Table 3.8 - Interviews with organisations: participant brands information…………………..89
Table 3.9 - The interview with organisation protocol………………………………………...91
Table 3.10 – Modification after pilot studies…………………………………………………93
Table 3.11 - Interviews with organisations transcription example…………………………...95
Table 3.12 – The interview analysis template with colour coding for study 1……………….97
Table 3.13 – Sensory marketing in-store analysis template…………………………………..97
Table 3.14 – Questionnaire survey with consumer question protocol……………………….101
Table 3.15 – Suggestions of pre-testing of the questionnaire………………………………..105
Table 3.16 – Modification after pilot survey………………………………………………..106
Table 3.17 - Demographic information of participants……………………………………...108
Table 3.18 - The interview with consumer protocol………………………………………...109
Table 3.19 - Modifications after pilot studies……………………………………………….110
Table 3.20 - Interview with consumer transcription example……………………………….111
Table 3.21 - The interview analysis template with colour coding for study 3………………112
Table 4.1 - Colour coding example of the interview transcription.…………………………115
Table 4.2 - Sensory marketing in-store template……………………………………………116
Table 4.3 - Final findings of sensory marketing factors after consumer’s supplement……..117
Table 4.4 - The expectations of organisations……………………………………………….119
Table 4.5 - Sensory marketing in-store evaluation tool……………………………………...120
Table 4.6 - The structure of the Study 2 data analysis……………………………………....121
Table 4.7 - The output of case processing summary ……………………………………......124
Table 4.8 - The output of Cronbach’s alpha test…………………………………….............125
Table 4.9 - The output of Item-Total Statistics……………………………………...............125
Table 4.10 - The output of Descriptive Statistics…………………………………….............126
Table 4.11 - The output of frequency test………………………..………………….............126
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Table 4.30 - The summary of sensory marketing factors results……………………………142
Table 4.31 - The output of case processing summary……………………………………….144
Table 4.32 - The output of Cronbach’s alpha test…………………………………………...145
Table 4.33 - The output of Item-Total Statistics………………………………………….....145
Table 4.40 - The summary of post-purchase outcomes results……………………………...150
Table 4.41 - The output of KMO and Bartlett’s Test………………………………………..152
Table 4.42 - The output of Total Variance Explained……………………………………….153
Table 4.43 - The output of the Rotated Component Matrix…………………………………154
Table 4.44 - The output of the Rotated Component Matrix after suppress………………….155
Table 4.45 - The output of KMO and Bartlett’s Test………………………………………..157
Table 4.46 - The output of Total Variance Explained……………………………………….157
Table 4.47 - The output of the Rotated Component Matrix after suppress………………….158
Table 4.48 -The output of Model 1-1 Summary…………………………………………......162
Table 4.49 -The output of Model 1-1 ANOVA…………………………………………......162
Table 4.50 -The output of Model 1-1 Coefficient…………………………………………....162
Table 4.53 -The output of Model 1-2 Coefficients…………………………………………..164
Table 4.57 - The summary of the dependent variable Satisfaction of purchase……………..167
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Table 4.67 - The summary of the dependent variable Willingness of re-visit the store……..175
Table 4.77 -The summary of the dependent variable Willingness of re-purchase the brand..183
Table 4.78 - The outline of Groups comparison analysis……………………………………184
Table 4.79 - The output of group statistics…………………………………………………..186
Table 4.80 - The output of Independent Samples Test………………………………………189
Table 4.81 - The summary of results………………………………………………………..190
Table 4.82 - The summary of shopping orientation comparison ……………………………192
Table 4.83 - The output of group statistics…………………………………………………..194
Table 4.84 - The output of Independent Samples Test………………………………………197
Table 4.85 - The summary of results………………………………………….……………..198
Table 4.86 - The summary of consumption levels comparison……………………………...201
Table 4.87 - The output of crosstabulation …………………………………………………202
Table 4.88 - The output of crosstabulation………………………………………………….202
Table 4.89 - The output of Descriptive statistics…………………………………………….203
Table 4.90 - The output of one-way ANOVA test…………………………………………..207
Table 4.92 - The output of Post Hoc test…………………………………………………….209
Table 4.100 - The output of one-way ANOVA test………………………………………….215
Table 4.101 - The output of Post Hoc test……………………………………………………216
Table 4.105 - The summary of comparison between different shopping frequency………...219
Table 4.106 - The output of crosstabulation…………………………………………………220
Table 4.107 - The output of Descriptive statistics…………………………………………..221
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Table 4.120 - The summary of comparison between different age groups………………….236
Table 4.121 - The output of crosstabulation…………………………………………………237
Table 4.122 - The result of compare groups analysis……………………………………….238
Table 4.123 - Sensory marketing strategy factors…………………………………………...239
Table 4.124 - Sensory marketing strategies influence the interest of a brand counter………241
Table 4.125 - Sensory marketing strategies influence the interest of a product…………….242
Table 4.126 - Sensory marketing strategies influence the evaluation of products…………..243
Table 4.127 - Sensory marketing strategies influence the decision of purchase…………….244
Table 4.128 - Top 15 influential Sensory marketing strategies……………………………..245
Table 4.129 - The output of the KMO and Bartlett’s test……………………………………247
Table 4.130 - The output of Total Variance Explained…………………………………..…248
Table 4.131 - The output of Rotated component matrix…………………………………..…249
Table 4.133 - The output of Total variance explained…………..………………………..…251
Table 4.134 - The output of Rotated component matrix: ……………………………………252
Table 4.136 - The output of Total variance explained…………………..………………..…254
Table 4.137 - The output of Rotated component matrix…………………………………….255
Table 4.138 - The output of the KMO and Bartlett’s test……………….……………………257
Table 4.139 - The output of Total Variance Explained…………………………………..…257
Table 4.142 - The output of Total variance explained…………………..………………..…260
Table 4.144 - The template with colour coding………………………….………………..…263
Table 4.145 - The example of template analysis with colour coding………………………..264
Table 4.146 - The influence of pandemic on cosmetic shopping behaviour ……………….265
Table 4.147 - Cosmetic in-store shopping post pandemic…………………………………..266
Table 4.148 - The SWOT analysis of cosmetic physical stores after pandemic…………….267
Table 5.1 - The sensory marketing in-store evaluation tool…………………………………272
Table 5.2 - The test result of the framework part 1………………………………………….275
Table 5.3 -The test result of the framework part 2…………………………………………..276
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Table 5.4 - The multiple regression analysis result………………………………………….279
Table 5.5 - Top 15 influential sensory marketing strategies…………………………………284
Table 5.6 - Cosmetic in-store shopping post-pandemic……………………………………..286
Table 5.7 - The SWOT analysis of cosmetic physical store post-pandemic………………...286
Table 5.8 - The comparison of shopping orientation ……………………………………….287
Table 5.9 - The comparison of cosmetic consumption level ……………………………….288
Table 5.10 - The comparison of cosmetics shopping frequency…………………………….289
Table 5.11 - The comparison of age groups…………………………………………………290
Table 5.12 - The crosstabulation result……………………………………………………...291
5
Abstract
This research investigates the influence of sensory marketing on consumer shopping
experience in-store through the decision-making process. The research context is the physical
store of the cosmetic industry in the UK. This research adapts and extends the S-O-R (Stimulus-
Organism- Response) framework to illustrate the relationship: Sensory marketing - Shopping
experience in-store - Post-purchase outcomes. From an extensive literature review, there is a
significant research motivation to point the category that physical stores remain critical in
shaping consumer behaviour and providing unique experiences to shoppers, meanwhile, there
isn’t any systematic research in sensory marketing to unveil how the cosmetic industry could
design and create an engaging multisensory shopping experience in-store. Previous sensory
marketing research focused on sensory stimuli from the physical store design but overlooked
the sensory stimuli from the retailing staff. Although the retailing staff as the role of social cues
is addressed in literature, seeing them and their services as sensory marketing stimuli is a
relatively new perspective with limited research. Therefore, this study further classifies five
senses: Visual, Smell, Sound, Touch and Taste, into stimuli from the physical store design and
the retailing staff. The conceptual framework is tested through mixed methods: including
Interviews with cosmetic organisations, Questionnaires and Interviews with cosmetic-targeted
consumers. The analysis result reveals that Sensory marketing has an important influence on
the Shopping experience in-store, and the overall multisensory shopping experience is
significant to positive Post-purchase outcomes. Moreover, Sensory marketing is robust in
predicting Post-purchase outcomes, especially the sensory stimuli from the retailing staff and
their services. This research generates a new in-store decision-making process model from a
sensory marketing perspective that categorised sensory stimuli into Impression - Hospitality -
Engagement. Additionally, the findings of 39 sensory marketing factors in the cosmetic
industry provide further insights into how to successfully build a multisensory shopping
environment and servicescape. Theoretically, this research provides a comprehensive
understanding of the mechanism of sensory marketing and how it affects consumer behaviour.
Practically, this research benefits the cosmetic industry by highlighting the most influential
sensory marketing strategies and suggestions for improving the store environment and staff
service to create a positive shopping experience and post-purchase outcomes.
Key words: Sensory Marketing, Shopping Experience, Consumer behaviour, Cosmetic
Industry
6
Declaration
No portion of the work referred to in the thesis has been submitted in support of an application
for another degree or qualification of this or any other university or other institute of learning.
7
Copyright
i. The author of this thesis (including any appendices and/or schedules to this thesis) owns
certain copyright or related rights in it (the “Copyright”) and s/he has given the University of
Manchester certain rights to use such Copyright, including for administrative purposes.
ii. Copies of this thesis, either in full or in extracts and whether in hard or electronic copy, may
be made only in accordance with the Copyright, Designs and Patents Act 1988 (as amended)
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which the University has from time to time. This page must form part of any such copies made.
iii. The ownership of certain Copyright, patents, designs, trademarks and other intellectual
property (the “Intellectual Property”) and any reproductions of copyright works in the thesis,
for example graphs and tables (“Reproductions”), which may be described in this thesis, may
not be owned by the author and may be owned by third parties. Such Intellectual Property and
Reproductions cannot and must not be made available for use without the prior written
permission of the owner(s) of the relevant Intellectual Property and/or Reproductions.
iv. Further information on the conditions under which disclosure, publication and
commercialisation of this thesis, the Copyright and any Intellectual Property and/or
Reproductions described in it may take place is available in the University IP Policy (see
http://documents.manchester.ac.uk/DocuInfo.aspx?DocID=2442 0), in any relevant Thesis
restriction declarations deposited in the University Library, the University Library’s
regulations (see http://www.library.manchester.ac.uk/about/regulations/) and in the
University’s policy on Presentation of Theses
1
Acknowledgement
I would like to express my deepest appreciation to my supervisors Dr. Gianpaolo Vignali and
Dr. Claudia Henninger. I still remember our first meeting, it was a lovely sunny morning, I was
excited and nervous about the whole new journey, you told me “we are here for you, time will
fly, and one day you will become the expert”. Time did fly, words cannot express how grateful
I am, thanks for inspiring me, mentoring me, and supporting me. This is a wonderful time in
my life, I’m so lucky to have you. The graduation of PhD maybe the final stop of my student
days, it's also beginning an exciting new chapter in my life. Looking forward to having our
paths cross again!
I would also like to extend my deepest gratitude to my family and friends.
亲爱的爸爸妈妈，感谢你们⽆私的爱与支持，让我⽆忧⽆虑的学习和⽣活。我很幸运
成长在这样⼀个充满自由、尊重和爱的家庭里。希望如今的我，是可以带给你们骄傲
的⼥⼉。
还要感谢⼀直陪伴在我身边的爱⼈，不善⾔辞但却把千千万万的爱意化作⽆数顿美食
和⽆微不⾄的照顾。谢谢你的温柔体贴，让⽣活中的每⼀天都特别幸福温暖。
我很幸运拥有很多可爱的朋友们，⼀起努⼒学术，⼀起吃喝玩乐，⼀起慢慢成长，互
相见证彼此在自⼰的⼈⽣道路上充实又精彩的绽放着。
Last but not the least, thanks to my little Locki, who is the smartest and cutest tortoise in the
world. You were born in the same year when my PhD started. You not only accompany me on
this trip, but also the rest of my life. Please be healthy and happy!
2
Chapter 1. Introduction
This PhD research studied how five sensory stimuli work as marketing tools to provide physical
engagement that influences consumer shopping experience in-store, which expectantly result
in positive post-purchase outcomes. There is a significant academic gap and managerial
motivation for pointing the category that physical stores remain critical in shaping consumer
behaviour and providing unique experiences to shoppers (Gauri et al., 2021) and studying how
retailers could provide better physical engagement to create customer value when selling deep
products– that require ample inspection to make an informed decision (Zhang, Chang and
Neslin, 2021; Lee, Lee and Kim, 2021), such as cosmetics with multisensory attributes
(Theopilus et al., 2021). There is limited research explores how to enhance the positive
consumer shopping experience in a cosmetics retail store (Theopilus et al., 2021). As customer
attitudes are shaped by the sensory experience that brings them satisfaction and influences their
shopping behaviour, therefore, the physical store plays an important role to the cosmetic retailer
as it could enhance tangible, concrete and multisensory experiential engagement (Krishna, Cian
and Sokolova, 2016; Jeong, Im and Kim, 2017; Rodas-Areiza and Montoya-Restrepo, 2018;
Biswas and Szocs, 2019; Bui and Nguyen, 2021; Mintel, 2022). From an extensive literature
review, there isn’t any systematic research in sensory marketing to unveil how the cosmetic
industry could design and create an engaging multisensory shopping experience in the physical
store, to satisfy consumers and make them willing to revisit and repurchase. The literature
review and methodology chapter will further discuss how this research brings up assumptions
and how to fulfil the gap.
The retail industry is highly exposed to the revolutionary changes imposed by the acceleration
of digitalization (Bonfanti and Yfantidou, 2021). It’s an inevitable challenge for traditional
physical stores in light of online channels continuing to grow and increasing market
competition (Biron, 2019). In response to this situation, it is essential to provide both theoretical
and practical research support to help retailers elevate the offline shopping experience and win
the heart of customers (Gauri et al., 2021; Lee, Lee and Kim, 2021). More importantly,
consumers’ passion and need for the physical store experience are not eliminated in the last
decade (Squire Patton Boggs and Kantar Retail, 2015; Creswell 2017; PwC 2017; Mintel,
2022). Even after the hit of COVID-19, when online shopping became compulsory during the
1
period of lockdown, nearly half of the shoppers stated that they still prefer to shop cosmetics
in the physical store, due to their ability to feel the product in real life (Pikoos et al., 2020;
Mulcahy and Riedel, 2021; Mintel, 2022). Using sensory marketing to engage the customer
through five sensations (visual, sound, smell, touch and taste) is the unique advantage of
physical store compared to online shopping, organisations could create an emotional bond
between consumer, products and services, rather than on a rational level only (Hultén, Broweus
and Dijk, 2009; Hultén, 2015; Hussain, 2018; Biswas, 2019; Yoganathan, Osburg and Akhtar,
2019; Soleimani, Ahmadi and Zohrehvand, 2020; Bui and Nguyen, 2021). Meanwhile, the
evolution of retail experience thanks to smart technology, has been implicated to advance and
strengthen the consumer multisensory experience, for instance, interactive screens and magic
mirrors enrich the visual stimulation to a new level (Riedel and Mulcahy, 2019; Lee, Lee and
Kim, 2021). Despite the recent growth in these digital experiences, interpersonal service is still
the key to brick-and-mortar stores compared to the online experience, thus, it is necessary to
study both retailing staff service (people-based experience) and physical store design (object-
based experience) (Satti, Babar and Ahmad, 2021).
To retain consumers, organisations should think beyond traditional marketing techniques and
concentrate on sensory marketing stimuli (Zhang, Chang and Neslin, 2021), in order to create
an extraordinary experiential retailing environment that provides physical contact points with
consumers, as a result, delivering a positive shopping experience (Kahn, 2017; Moreira, Fortes
and Santiago, 2017; Biswas; 2019; Perumual, Ali and Shaari, 2021; Mintel, 2022). Both
academia and industry attach importance to the research and implementation of sensory
marketing (Hultén, 2012; Hilton, 2015; Krishna, Cian and Aydınoğlu, 2017; Haase, Wiedmann
and Labenz, 2018; Biswas and Szocs, 2019; Labrecque, 2020; Zhang, Chang and Neslin, 2021).
The Journal of Consumer Psychology published a special issue on embodiment and sensory
perception, with a focus on how sensory inputs can drive consumer behaviour in 2014.
Additionally, many companies now start realising how deeply our senses affect the deepest
parts of human brains and have implemented sensory marketing for a long time, but they need
further support to make a wise decision of investing in the most influential sensory marketing
strategies (Krishna, 2013; Borges, Herter and Chebat, 2015; Satti, Babar and Ahmad, 2019;
Manzano, Serra and Gavilán, 2019; Elder and Krishna, 2021).
This research studies both the organisations’ perspective and consumers’ perspective, to
investigate how organisations, set their retail environment to create a positive physical
2
engagement - store atmosphere and staff service. In turn, this research also examined how
consumers react and respond to sensory marketing strategies during the decision-making
process. Thus, the theoretical development of this research has enriched the sensory marketing
domain with an adapted S-O-R framework and proposed a new sensory marketing decision-
making process model and examined how it predicts the post-purchase outcomes. The research
context is the cosmetic industry in the UK market. The cosmetics market's annual value in the
UK has exceeded 9 billion pounds since 2014 (Statista, 2020; Mintel, 2022). UK consumers
have in recent years spent a higher level of their disposable income on beauty products than
they had in the past (Johnson, 2020; Ridder, 2021; Sabanoglu, 2021). As cosmetics are
multisensory products, organisations invest in the sensory experience design to attract
consumers (Jeong, Im and Kim, 2017; Haase, Wiedmann and Labenz, 2018; Lee, Lee and Kim,
2021). Although the development of online shopping is accelerating, the special attributes of
cosmetic products, such as pigmentations vary on different skins, product texture and scent are
crucial features but cannot feel through digital information, non-returnable for online retailers
once you tried the product and so on, all these reasons make the cosmetic physical store
shopping remains valuable (Nghiêm-Phú, 2017; Tyler, 2018; Culliney, 2020; Gilliland, 2021).
Therefore, the research findings and insights provide practical contributions to the cosmetic
industry by identifying effective sensory marketing strategies for cosmetic organisations and
highlighting suggestions for the in-store shopping experience improvement.
1.1. The thesis structure overview

This thesis has five chapters in total: Introduction, Literature Review, Methodology, Data
analysis and findings, Conclusion and Bibliography. First, Chapter 1 introduction explains the
research context, research aim, research objectives, research questions, and the originality of
this PhD research. Secondly, Chapter 2 is the literature review that focuses on three key areas:
sensory marketing, shopping experience and consumer behaviour. These sections critically
review prior studies to set a fundamental theory support for the research aim and discover
research gaps in related academic areas to do further investigation. In conclusion, this chapter
shows how the final framework was adapted from previous theories and brings out research
hypotheses. Also, the originality and research gap are highlighted in the end. Next, Chapter 3
is the research methodology that has five sections to address selected research philosophy,
research approach, research design style, research method, research ethic and research design
for this thesis. In brief, this research follows the pragmatism research philosophy with an
3
explanatory research design style, also adopts an abductive approach and conducts a mixed
method research: Study 1 - Interviews with organisation, Study 2 – Questionnaires with
consumers and Study 3 – Interviews with consumers. After the data collection of three studies,
Chapter 4 illustrates the data analysis process and discusses findings. The research result not
only fulfilled research aim and objectives, tested research framework and hypotheses, but also
generated a new sensory marketing research model, adapted decision-making process model
for cosmetic offline shopping, and provided practical suggestions for organisation
improvement. Lastly, Chapter 5 is the conclusion, which highlights the contribution of this
research from methodological aspect, theoretical aspect to practical aspect. Moreover, the
limitation of research and suggestions for future research are addressed in this chapter as well.
This Ph.D. research result provides up-to-date market information and consumer understanding,
which benefits both academic in related research areas and organisation development of
industries.
1.2. Research context

The research context of this study is the cosmetic market in the UK, which specifically focuses
on cosmetic brands that operate in luxury department stores (i.e., Selfridges, Harvey Nichols,
Harrods, etc.) and their female target consumers who shop and are interested in luxury cosmetic
brands.
1.2.1. Cosmetic products

Cosmetic products have a positive impact on consumers’ well-being as they enhance the overall
appearance of the individual, creating emotional pleasure and better self-perception (Lakshmi
and Babu, 2019; Culliney, 2020). Cosmetics are multisensory experiential items with symbolic
meanings and like other fashion items can often be purchased because of consumers’ emotional
preferences in store (Park, Kim and Forney, 2006; Culliney, 2020). Moreover, cosmetic
products have FMCG (fast-moving-consumer-goods) attributes that are consumed at a rapid or
fast pace, nondurable and have relatively affordable prices (Kenton, 2021; Theopilus et al.,
2021). When shopping for consumable goods where consumers typically take an easier
decision-making process than non-consumable ones (Kenton, 2021). Cosmetics are categorised
as the Figure 1.1 down below, for example, including skincare, hair care, fragrances, and
makeup, which are all considered in this research.
4
Figure 1.1 - Cosmetics market by category (Chouhan, Vig and Deshmukh, 2021)
According to the cosmetic market by product category, the skin and sun care products segment
constituted a major cosmetics market share in 2019; however, the deodorants and fragrances
segment is projected to experience growth at the highest rate during the forecast period. Skin
care products play a major role in daily healthcare regimen of individuals. Presently, rise in
awareness about beauty and consciousness are the prominent factors that drive demand for skin
care products (Chouhan, Vig and Deshmukh, 2021). This research invites cosmetic brands with
different main product lines, but the overall product range includes these four categories.
1.2.2. Cosmetic industry
The cosmetic industry is generally growing worldwide, the statistic (Figure 1.2) down below
shows the value of the cosmetics market worldwide from 2018 to 2025 (Statista, 2022). In 2018,
the value of the global cosmetics market was 507.8 billion U.S. dollars with a 5.5% annual
growth rate (Statista, 2020). Even though the recent global financial crisis has slowed down
the growth trend, The market was projected to value at about 758.4 billion U.S. dollars by 2025
(Statista, 2022).
5
Figure 1.2 - The value of the cosmetics market worldwide from 2018 to 2025
(Statista, 2022)
Based on the distribution channel, the luxury cosmetics industry is classified into e-commerce,
supermarket/hypermarket, specialty/monobrand stores, and others, which is presented as
Figure 1.3 down below. This research context is focused on specialty and monobrand stores,
which account for the highest market share among all the channels, since consumers buying
luxury goods prefer personal service and advice (Thorat, Bhandalkar and Deshmukh, 2019).
Figure 1.3 - The global luxury cosmetics market by distribution channel (Thorat,
Bhandalkar and Deshmukh, 2019)
6
Specialty stores offer valuable counselling to the customers, post-purchase service, offers,
promotions and other similar strategies which make them highly preferred by consumers
(Statista, 2020). Competition from traditional retailers, such as department stores, remains
strong as E-commerce is expected to have the fastest growing rate channel of distribution (IBIS,
2020).
1.2.3. Female cosmetic market

Women remain the main consumer group for the cosmetic consumption, in terms of the
cosmetics market size since 2019, the women segment still dominates the global cosmetic
market (Fortune, 2020; Theopilus et al., 2021). As said by Figure 1.4, the female cosmetic
market is expected to continue to grow at a robust rate during the cosmetics market forecast
period from 2019 to 2027 (Chouhan, Vig and Deshmukh, 2021).
Figure 1.4 - Cosmetic market by gender (Chouhan, Vig and Deshmukh, 2021)
Moreover, the cosmetics market across the globe has witnessed continued and sustained growth
over years, owing to a rise in the beauty-conscious female population (Baptista, 2020; Chouhan,
Vig and Deshmukh, 2021). As female consumers spend more time shopping in stores and are
more exposed to sensory stimuli, they have more emotional shopping behaviour and purchase
more impulsively than male consumers (Junaid, Nasreen and Ahmed, 2013; Atulkar and Kesari,
7
2018; Djafarova and Bowes, 2021). This is the reason why this research is targeting the female
cosmetic consumers to study their consumer behaviour and needs.
1.2.4. Cosmetic market in the UK

The UK is a cradle of beauty innovation, with major global trends emerging and developing
(Mintel, 2019 & 2022). UK consumers are generous spenders when it comes to the cosmetics,
the UK beauty and personal care market is the world’s sixth-largest market and the third-largest
market in Europe (Statista, 2022).
As said by the statistics (Figure 1.5) down below, the UK cosmetics market boomed in 2017,
when the market value reached £9.8 billion GBP pounds (Statista, 2022). The cosmetics market
value in the UK is displaying a slightly downward trend due to uncertainty and disruption of
economics (i.e., Brexit and pandemic), COVID-19 has put pressure on the consumer demand
and supply chain of cosmetics in 2020 (Ridder, 2020; Statista, 2022). However, the beauty
spending starts recovering with a 4.3% increase in 2021 (Mintel, 2022). The UK cosmetic
market is anticipated to witness a CAGR (compound annual growth rate) of 4.12% during the
forecast period from 2022 to 2027 (Mordor, 2022; Mintel, 2022).
Figure 1.5 - The market value of cosmetics in the UK from 2009 to 2020 (Statista, 2022)
In conclusion, the UK cosmetic market contributes billions to the economy (Johnson, 2020),
but academic research conducted for this context is limited, and it hasn't been explicitly studied
8
in the sensory marketing domain. Therefore, this research provides both theoretical support
and practical suggestions that benefit the cosmetic industry in the UK.
1.3. Research aim

This research’s aim is to investigate how sensory marketing influences the consumer shopping
experience in-store and expectantly results in positive post-purchase outcomes. Not only from
an organisational viewpoint, why they design it and how they use it; but also, from consumer
perspective, how they respond to it and what their needs are.
1.4. Research objectives

To meet the research aim, the following research objectives have been developed, which are
highlighted below:
1. To adapt and extend the S-O-R model to a new framework with hypotheses, which can
illustrate how sensory marketing influences shopping experience in-store and post-
purchase outcome through literature review, specifying multisensory stimuli from two
perspectives: objects (physical design of store) and people (service of retailing staff).
To test the research framework - the adapted and extended S-O-R model: Sensory
marketing(S) - Shopping experience in-store (O) - Post-purchase outcomes (R) and
hypotheses with target consumers in the UK cosmetic context.
2. To explore how cosmetic organisations design and implement up-to-date sensory
marketing strategies and their purposes and expectations.
3. To examine the impact of sensory marketing strategies on consumer in-store shopping
experience through each stage of the consumer decision-making process, evaluate and
identify the most influential sensory marketing strategies.
4. To investigate consumer attitude on cosmetic in-store shopping compared to online
shopping, and identify the influence of the pandemic on their cosmetic shopping
behaviour regarding sensory marketing experience preferred.
1.5. Originality and value

This thesis studies sensory marketing in the cosmetic retail environment setting, measuring in
terms of consumer decision-making process, particularly for the in-store shopping experience.
9
The following sessions addressed how this PhD study fill research gaps and provide theoretical
and practical value to both academic and industrial world.
1.5.1. Fill research gaps

• Gaps in Physical store research
By further leveraging how retailers could offer physical engagement in store to increase
customer value when selling products that require sufficient evaluation to make an informed
purchase decision, more studies are needed to provide significant academic and managerial
value (Zhang, Chang and Neslin, 2021). Meanwhile, retailers have been dedicated to improving
physical store design, for example, smart technology has been implicated to advance and
elevate the consumer shopping experience in store (Riedel and Mulcahy, 2019; Lee, Lee and
Kim, 2021). After the impact of COVID-19, physical stores are hoping to win back business
with more engaging experience (Mintel, 2022), therefore, this research provides a systematic
study with valuable and practical suggestions in light of enhancing physical store experience
design in the new era, specifically benefit the cosmetic industry.
• Gaps in Sensory marketing research

Previous studies (i.e., Soars, 2009; Hultén et al. 2009; Hultén, 2011; Parsons, 2011; Wade
Clarke, Perry and Denson, 2012; Evans, Jamal and Foxall, 2013; Krishna and Schwarz, 2014;
Sliburyte and Vaitieke, 2019; Elder and Krishna, 2021, etc.) have been solely focused on
sensory cues of objects (physical design of store) and overlooked the people (retailing staff in
store) as sensory cues in the shopping environment. However, the service of a sales assistant
in the cosmetic industry plays an important role in the consumer shopping experience (Satti,
Babar and Ahmad, 2019), since the sales assistant provides multisensory services such as
makeup, facial treatment, product recommendation and so on (Jeong, Im and Kim. 2017; Haase,
Wiedmann and Labenz, 2018, Mintel, 2022). Thus, to cover this research gap, this research
investigates sensory stimuli from objects (physical design of store) and people (retailing staff
and in store) separately and discovers how they influence the store environment and consumer
shopping experience. Additionally, this research investigates all five sensory stimuli from both
a holistic perspective and individual perspective. Besides considering the overall influence of
each sense, this research identified sensory marketing factors in detail for cosmetic shopping
in-store.
• Gaps in Cosmetic market research
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As previously said, the cosmetic industry has a promising market value (Mintel, 2022), but
there is limited academic research support for the cosmetic industry. Cosmetic is a multisensory
product that has both FMCG and Fashion product attributes, which makes it a unique research
context for sensory marketing research (Baptista, 2020; Kenton, 2021; Chouhan, Vig and
Deshmukh, 2021; Lee, Lee and Kim, 2021). This research context is the UK cosmetic market,
which doesn’t have any extensive systemic research support for sensory marketing
implementation in physical store yet. Hence, the research findings and insights will fulfil this
gap properly.
• Up-to-date consumer research information
As the booming development of modern society, marketing strategy must consider the fact that
the consumer of today is more sophisticated and discerning than the consumer of the past
(McGoldrick, 2002; Easey, 2009; Sliburyte and Vaitieke, 2019; Sabanoglu, 2021; Mintel,
2022). It is important to collect and study the modern consumer’s up-to-date needs and
expectations. Because brand managers need to know the return of their investment in sensory
marketing is worthwhile, referring to marketing is the meaning of appealing to customers in
terms of efficiency in addition to solely focusing on aesthetics (Solomon and Rabolt, 2009;
Krishna, 2012; Biswas, 2019; Lee, Lee and Kim, 2021). This research helps to find out what is
the most beneficial and effective in the retail domain and specific suits for cosmetic retailers.
Overall, more research is needed to understand how sensory cues can enhance shopping
experience to push consumers into the complete purchase process and result in satisfied
outcomes (Parsons, 2011; Wade Clarke, Perry and Denson, 2012; Khan, 2016; Perumal, Ali
and Shaari, 2021; Mintel, 2022).
1.5.2. Theoretical value

• The adaption and extension of the S-O-R model in sensory marketing for cosmetic
shopping experience in physical stores: Sensory marketing (S) – Shopping experience
in-store (O) – Post-purchase outcomes (R).
• The proposal of a new Sensory marketing decision-making model for the physical store
shopping process: Impression – Hospitality - Engagement.
• The finding of Sensory marketing in-store predicts Post-purchase outcomes and the
proposal of a new model: Sensory marketing (Impression – Hospitality - Engagement)
– Post-purchase outcomes (Satisfaction – Revisit the store – Repurchase the brand).
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• The application and adaption of consumer decision-making process models for
shopping in-store: Interest to the counter – Interest to the product – Evaluation of
products – Decision of purchase.
• The finding of Sensory marketing factors for cosmetic shopping in-store: Sensory
stimuli from the physical store design and Sensory stimuli from the retailing staff.
• Sensory marketing factors analysis and new models: Visual factors (Promotion-
Counter-Branding), Smell factors (Ambient-Personal), Sound factors (Environment-
Interaction), Touch factors (Tactility) and Taste factors (Gustation).
• The finding of Sensory marketing influences Shopping experience through the
decision-making process in-store.
1.5.3. Practical value

• The finding of 39 sensory marketing strategy factors provides a systemic analysis of
how cosmetic brands design their physical stores and services. This response from
consumers revealed the Top 15 influential sensory marketing in-store strategies, which
have high impact on consumer shopping experience through decision-making process.
• The comparison study of targeted consumers between different groups: Shopping
orientation, Consumption level, Shopping frequency and Age group, could provide
valuable insights of target audience when brands need to tailor their strategies to
specific segmentations.
• The results of consumer behaviour changes on cosmetic shopping post-pandemic and
consumer opinions on physical stores’ pros and cons compared to online channels,
which provide suggestions for improvements on sensory marketing implementations.
1.6 Chapter summary

In summary, Chapter 1 illustrates an overview introduction of this Ph.D. thesis and outlines the
research background with existing gaps and problems in both academia and industry. By
introducing the research rationale of how physical engagement with multisensory experience
plays a crucial role in influencing consumer in-store shopping behaviour, this research
developed aims and objectives to solve the problem for the cosmetic industry. As cosmetics
are products that require ample inspection based on personal needs, both physical store design
and retailing staff service have vital impacts on consumers’ decision. Gaps call for a further
12
leveraging on how to create a competitive multisensory physical store shopping environment,
especially for category like cosmetic industry, that physical store remains critical in shaping
consumer shopping behaviour and providing irreplicable in-person experience. This research
adapted and extended the S-O-R model, also established new viewpoints on how to use sensory
marketing to improve consumer in-store experience and influence their purchase behaviour for
the cosmetic market. The next chapter – Chapter 2 Literature Review, which critically
conducted an extensive review of 3 main research areas – sensory marketing, shopping
experience and consumer behaviour to establish theoretical foundation and develop research
assumptions with academic supports.
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Chapter 2. Literature Review
This chapter addresses a critical literature review in related research domains, including
sensory marketing, shopping experience and consumer behaviour. Firstly, this chapter provides
a detailed review and highlights research gaps of sensory marketing, discussing sensory
marketing in-store, and five sensory stimuli - Visual, Smell, Sound, Touch and Taste with
further classified into stimuli from the physical store design and stimuli from the retailing staff.
Each section brings an assumption, and then all assumptions are synthesised to the first part of
the research framework. Secondly, the chapter reviews shopping experience literatures from
three dimensions, including brand experience, customer experience and sensory experience and
how sensory marketing could affect these. Lastly, this chapter addresses consumer behaviour
that covers a comparison between the traditional consumer decision-making process and the
fashion-targeted one, highlights the in-store part procedures. Additionally, the consumer
characteristic such as shopping orientation, cosmetic consumption level, cosmetic shopping
frequency and age groups are discussed as potential demographic factors influence consumer
cosmetic shopping behaviour. The post-purchase outcomes are addressed in the last section to
discuss how shopping experience affects consumer satisfaction and consumer loyalty and bring
the second part of the research framework. In conclusion, this chapter shows the theoretical
foundation of the research and how the research framework generated.
2.1. Sensory Marketing

Sensory marketing is a marketing technique that involves communicating with customers
through their five senses - visual, sound, and smell, touch, and taste, which affects consumers’
perception, judgement, and behaviour (Hultén, Broweus and Dijk, 2009; Krishna, 2012;
Krishna and Schwarz, 2014; Biswas, 2019). It focuses on the consumers' experiences and
delights them, as well as strengthening the customer-brand relationship, which is different from
traditional marketing (Moreira, Fortes and Santiago, 2017; Liu, Bogicevic and Mattila, 2018).
Sensory marketing non-consciously manipulates consumers' motives, needs, and behaviour by
using all five senses to affect perceptions, memories, and learning processes (Manzano, Serra
and Gavilán, 2019; Biswas and Szocs, 2019). For example, cosmetic brands like Christian
Louboutin provide a complementary master makeover service to invite consumers to try on
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their beauty products, and offer drinks (champagne, soft drink, or water) and desserts
(chocolate, macaron etc.) during the service. The purpose of any retailers is to create a positive,
memorable shopping experience for the customer (Labrecque, 2020).
Shopping is a real-time experience of the consumers' five senses, sensory marketing enables
the creation of long-term relationships with them, not only because organisations offer the
product but also the service (Smilansy, 2010; Satti, Babar and Ahmad, 2019). For instance, a
comfortable store design can encourage unplanned buying; a professional retailing staff can
reduce consumer frustration during the shopping process, which triggers types of purchase
including impulsive buying behaviour (Virvilaite, Saladiene and Bagdonaite, 2009; Biswas,
2019). A positive sensory stimulus can make customers fall in love with the product both before
and after they purchase it (Hultén, Broweus and Dijk, 2009; Manzano, Serra and Gavilán,
2019). On the other hand, if the store atmosphere is ineffective or overused with sensory stimuli,
may lead to a negative result in consumer response (Carter, 2013; Reynolds-McIlnay and
Morrin, 2019). Therefore, it’s important to study sensory marketing for the evolution of retail
stores, as it can subconsciously affect consumer decisions and purchase behaviour (Spence et
al. 2014; Reynolds-McIlnay, Morrin and Nordfält, 2017; Biswas, 2019; Manzano, Serra and
Gavilán, 2019).
2.1.1. Sensory Marketing In-store

Marketers use sensory strategies to build a store atmosphere that differentiates products and
services, approaching the mind and the consumer's senses, both from a cognitive and emotional
perspective (Evans, Jamal and Foxall, 2013; Rathee and Rajain, 2017). Although the booming
development of the online shopping context diminishes consumer interest and loyalty to brick-
and-mortar stores, the physical store experience remains irreplaceable, because not all the
senses can be completely engaged online (Nghiêm-Phú, 2017; Tyler, 2018). This allows
marketers and retailers to concentrate on providing sensory opportunities that may attract
customers to visit their physical stores through successful experiential marketing activities
(Labrecque, 2020). For example, cosmetic brands hold the new product launch event in-store
to invite consumers to try on the new products in person and had makeup artists teach
consumers how to apply the products for different occasions (Head, 2017). In the real world,
brands will create multisensory consumer interactions that cannot be reproduced digitally
(Biswas, 2019; Barros et al. 2019; Labrecque, 2020).
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Sensory stimuli have an impact on retail environments, improve customers’ shopping
experience and change the nature of purchase behaviour in multi-way beyond our
consciousness (Soars, 2009; Rodas-Areiza and Montoya-Restrepo, 2018). A retail environment
consists of the external actors and forces that affect the retailers’ ability to develop and maintain
successful transactions and relationships with its target customers, its typicality defines the
degree to what kinds of store atmospheric matches consumers' expectations (Kotler, 1974;
Babin and Babin, 2001; Jackson, Stoel and Brantley, 2004; Barros et al. 2019). In the face of
rising competition, retail industry marketers have launched an innovative set of stimuli in the
retail environment designed to have a positive effect on customers, increasing the shopping
frequency and lengthening the duration of consumers’ shopping trips (Burke, 2002; Borges,
Herter and Chebat, 2015; Bhatt and Bapna, 2018). Customers who stay longer are more likely
to spend money, and the longer they dwell the more they spend, thus, an effective retail
environment can influence the shopper's propensity to spend (Soars, 2009; Borges, Herter and
Chebat, 2015; Bhatt and Bapna, 2018).
• Physical Store Design

The effects of store atmospherics on consumer purchase decision-making, which is “using
atmospherics as a marketing tool”, have long been recognized in academic literature (Kotler,
1973; Bitner, 1992). Kotler (1973) stated that atmosphere is a particular set of surroundings that
is described in sensory terms, including sight, sound, scent, and touch. Later, studies have
shown that retailers increasingly acknowledge the positive impact of retail atmospherics on
shopping behaviour (Chebat and Michon, 2003; Stoel, Wickliffe and Lee, 2004; Soars, 2009;
Hultén, 2011; Hultén, 2015; Bhatt and Bapna, 2018). Kent (2007) noted that as retail
experiences have become more important, the store environment has taken on a greater
significance, providing spaces for interactivity, socialization, and communication. An effective
store environment may increase shopping value and induce consumers to exhibit increased
purchase behaviours and stay longer in the store (Stoel et al. 2004; Manzano et al. 2019). An
effective retail environment can command consumers’ attention and mediate their inferences
about merchandise, service quality and store image (Baker et al., 1994; Yani-de-Soraino and
Foxall, 2006). The design of the store atmosphere creates an environment that affects shoppers’
emotions and behaviour by emphasizing the sensory qualities, to attract customer interest and
response, as well as generate a positive shopping experience (Spence et al. 2014). As the
16
development of modern retailing, taste sense has been introduced to the store as the fifth
dimension of store atmosphere (Hultén, 2015; Lund, 2015; Perumal, Ali and Shaari, 2021).
The involvement of multiple senses can have a multiplier effect on consumer perceptions when
each sensory stimulus reinforces the messages (Manzano, Serra and Gavilán, 2019).
Previous research has shown that retail atmospherics may influence consumers' current store
behaviour, as well as their future shopping behaviour (Turley and Milliman, 2000; Carter, 2013;
Khan, 2017; Perumal, Ali and Shaari, 2021). Therefore, from the perspective of organisations,
they want to use a retail environment to create an attractive and delightful store atmosphere.
This research investigates how to deliver a positive shopping experience to satisfy the target
consumer’s expectation in the luxury cosmetic context.
• Retailing Staff Service

Retailing staff work as social cues in the shopping environment have a significant positive
effect on consumers’ emotion of pleasure and behavioural response (Nusairat et al. 2017; Satti,
Babar and Ahmad, 2019). The degree of discrepancy between consumer general expectation
for service and their perceptions of service performance is how the consumers evaluate service
quality (Baker, Grewal and Parasuraman, 1994; Alhedaif, Lele and Kaifi, 2016). In the context
of the cosmetic industry, the retailing staff service quality relates to the professional skill and
attitude of the sales personnel (Alhedaif, Lele and Kaifi, 2016; Satti, Babar and Ahmad, 2019).
For example, the retailing staff of the cosmetic industry is required with professional skills to
help customers evaluate products, such as makeup, facial treatment, massage, hairstyling and
so on.
Krishna (2013) discovered that when the senses are congruent in some way, they amplify each
other. Such factors are subtle, which is why they are so effective. Consumers do not recognise
them as marketing messages, so they do not respond the way they usually do to advertisements
and other promotions. Therefore, the multisensory service provided by the retailing staff cannot
be ignored, because consumers won’t solely remember the sensory experience from the
physical store design. Past studies in the sensory marketing area generally focus on sensory
stimuli solely from objects like the physical design of store layout and decoration (e.g., Soars,
2009; Hultén, Broweus and Dijk, 2009; Hultén, 2011; Parsons, 2011; Wade Clarke, Perry and
Denson, 2012; Bhatt and Bapna, 2018). The service of retailing staff has been considered as
17
social characters in the retail environment (Chang, Eckman and Yan, 2011; Nusairat et al.
2017), but hasn’t been discussed as sensory stimulus in the sensory marketing domain. People
can play a major role in the whole shopping experience and have an impact on the decision-
making process, this research gap is investigated in the following sections.
2.1.1.1. Visual
Visual stimulus represents the most important emotion-triggering factor, since most
information transfer occurs through the eyes (Hultén, 2012). In the fashion-related context, it
requires an extremely high-quality and attractive visualization (Okonkwo, 2007; Reynolds-
McIlnay and Morrin, 2019). Visual stimuli contribute to building a strong retail environment
as well as the store atmosphere of brands and should be part of any branding strategy
(Henderson et al. 2003; Randhir et al. 2016; Reynolds-McIlnay, Morrin and Nordfält, 2017).
Moreover, there is a high correlation between the design quality of visual stimuli and brand
financial performance, as an appropriate sensory stimulation has a positive impact on the
consumer purchase intention (Hertenstein, Platt and Brown, 2010; Bhatt and Bapna, 2018).
2.1.1.1.1. Visual elements：Physical store design
Visual merchandising is acknowledged by organisations as the main focal point for a long time,
catching customers’ attention with signage, visual stimuli inappropriate way is the purpose they
are seeking for (Kotler, 1973; Hultén, 2011; Labrecque, Patrick and Milne, 2013; Labrecque,
2020). A visually pleasing design has a positive effect on mood, increasing creativity in
problem-solving (Norman, 2008; Biswas, 2019). On the other hand, an unattractive visual
stimuli design might depress mood and lead shoppers to focus more on analysing details,
expecting and detecting problems, which means inappropriate visual elements could be a
distraction rather than a key driving factor to some consumers (Hultén, 2012; Carter, 2013;
Reynolds-McIlnay and Morrin, 2019). For example, customers will be less likely to approach
the product if the product display is disarray and messy; they prefer products that neatly display
and have sharp brightness levels contrast with the store environment, which visually pop out
(Reynolds-McIlnay, Morrin and Nordfält, 2017). Attention is considered as the main construct
related to visual perception, which is in turn related to the impression of visual cues (Krishna,
2011). To catch customers’ attention and awake their interest is an effective result of visual
implications. Studies have confirmed that consumers' shopping experience and purchasing
habits are affected by visual stimuli such as colour, lighting, layout design and display etc
18
(Krishna, 2011; Hultén, 2012; Reynolds-McIlnay, Morrin and Nordfält, 2017; Biswas, 2019;
Labrecque, 2020).
For the cosmetic industry, visual merchandising conveys the right information to the customers
and shapes how customers view the brand and its products during their shopping experience
(Jeong, Im and Kim. 2017; Haase, Wiedmann and Labenz, 2018). The counter design, product
display, makeup area (product try-on area) and lighting are fundamental elements of store
setting. Because colours and lights can influence customers’ emotions directly, and this is
more obvious with the female customer since they are more sensitive to subtle shadings and
patterns than males do (Bagchi and Cheema, 2013; Labrecque, Patrick and Milne, 2013;
Biswas, 2019). For example, the Image 2.1 is the Jo Malone counter in the Selfridges London
store, which matches the brand colour yellow and black, using shelf lighting to emphasize
product display and has a comfortable product try-on area with vanity and seating area
(Beetlestone, 2020).
Image 2.1 – Jo Malone visual merchandising design in Selfridges London store

(Beetlestone, 2020)
Cosmetics companies have been continually focusing their efforts on shopping experience
innovation to attract new customers and keep existing consumers (Sabanoglu, 2021). Some
up-to-date visual design elements of cosmetic physical store are listed below:
19
• LED Screen (Touchscreens/interactive interface)
Besides traditional image only advertisement posters, cosmetic organisations experimented
with digital signage technologies. Not only have LED screens to play video advertisements but
also have an interactive system. For example, a touchscreen that provides product information
and makeup tutorial videos, or an interface that enables consumers to pick up a product and
trigger content. For example, the Image 2.2 is the touch screen and interactive interface that
are applied by Bobbi Brown. Unlike traditional static display, the high-definition screen offers
vibrant visual stimulation and dynamic movement to show product attributes that will gain
customers’ attention to fashion objects in a more efficient way (Evans, Jamal and Foxall, 2013;
Borges, Herter and Chebat, 2015; Lee, Lee and Kim, 2021).
Image 2.2 – Bobbi Brown touch screen and interactive interface (Borges, Herter and
Chebat, 2015)
Borges, Herter and Chebat (2015) explore the effects of TV screens as retail environment
distracters in reducing consumers‫ ׳‬perceived waiting time and improving waiting satisfaction.
Results of two experiments in their research show that TV screens effectively reduce perceived
waiting time and make consumers more satisfied with the overall shopping experience, and
even when objective time is constant (Borges, Herter and Chebat, 2015).
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• Smart technology:
The magic mirror is known as makeup virtual simulator technology is the new way to try
makeup (Lee, Lee and Kim, 2021). For example, L’Oréal bought an artificial-reality beauty
company - Modiface, that maps an individual’s face digitally then virtually applies products
(Simpson and Craig, 2018). This cutting-edge digital innovation helps the consumer to try on
makeup without putting it on skin. This technology has also been adopted by luxury cosmetics
brands such as Dior, Estee Lauder and Yves Saint Laurent and so on. Consumers can simply
stand in front of the 'Magic Mirror' (Image 2.3) and the smart technology will allow you to try
on everything from mascara and bronzer to lipstick and eyeshadow, allowing you to
look beautiful both on and off video (Rozwadowska, 2015).
Image 2.3 - DIOR Magic mirror virtual makeup experience (Rozwadowska, 2015)
Because of the COVID-19 pandemic, some consumers have raised concerns about trying
cosmetic testers in-store, the sanitised precaution may assure the safety issue, but the virtual
try-on technology is considered as a practical alternative way to safely try on makeup (Lim,
2020).
• Product Customisation
Customisation is not confined to having engraved on the product package anymore. The
cosmetic industry introduced a new facility to let you create your product, such as personalised
foundation (Momin, 2019). 61% of UK female consumers were not able to find their
21
foundation match, and people with darker skin tones were paying 70% more for foundation
from specialist ranges (Simpson and Craig, 2018). Thankfully, a solution for this problem is
provided by product customisation technology. For example, Lancôme provides the ground-
breaking Le Teint Particulier custom made foundation machine that could make a perfectly
matched foundation in the retail store (Momin, 2019), for example, the Lancôme counter in the
Selfridges London store has launched it since 2019 (Image 2.4). First, the customer needs to
fill out a survey about skin type (normal/ combination/ oily/ dry or sensitive) and preferred
coverage level (sheer/ medium or full), then the sales assistant will scan three parts of the
customer's face using an algorithm. It assures the accuracy of skin statistics, like the skin tone
is warm or cool and how much red or yellow inside. Then the foundation is prepared right in
front of the customer within a few minutes. Every customer will have a unique complexion ID
so that they can refill the bottle without repeating the process in the future (Momin, 2019).
Image 2.4 - Lancôme custom made the foundation machine (Momin, 2019)
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In conclusion, the visual stimulation for physical store design tends to be the most used sensory
marketing strategy, which affects the engagement with the brand from arousal and perception
level (Krishna, 2012; Biswas, 2019; Togawa et al. 2019). This research brings an assumption
(Figure 2.1) that the Visual Store has an important influence on the cosmetics Shopping
Experience in-store.
Figure 2.1 - Visual Store influences Shopping Experience in-store

(Researcher’s own, 2020)
2.1.1.1.2. Visual elements：Retailing staff service
The retailing staff of fashion retailers usually wear the brand’s clothes as uniforms to present
the brand image and work as part of the store visual merchandising (Paulins and Geistfeld,
2003; Kim et al. 2016). For example, Abercrombie & Fitch has become under a lot of heat for
hiring model-like sales assistants to associate with its young and energised brand image, when
they hold events like new product launching and new store opening, they invite couple of
supermodels in swimsuits to warm-up the scene (Paxman, 2011; Khan, 2016). For the cosmetic
industry, the appearance of retailing staff has an additional effect, besides the uniform, the
makeup of beauty brand sale assistants is another way to advertise the product (Lakshmi and
Babu, 2019). For example, the retailing staff of cosmetic brands such as MAC, Urban Decay
and Fenty Beauty, usually wear colourful and bold makeups to show the diversity and
performance of their products (Erskine, 2019). Customers could easily tell if the pigmentation
of lipstick or eyeshadow is good, which may trigger interest in the product. Therefore, this
research brings an assumption (Figure 2.2) that the Visual Staff has an important influence on
the cosmetics Shopping Experience in-store.
Figure 2.2 - Visual Staff influences Shopping Experience in-store

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2.1.1.2. Smell
The sense of smell is considered as our "most emotional" sense, because rather than analyse
the information people receive from a particular scent; they immediately get a feeling at the
moment they smell something (Axel and Buck, 2018). In sensory marketing, a scent can be
used in strategic objectives for expressing the brand identity and strengthening brand image,
and in tactical objectives for advertising the product and influencing the consumer behaviour
(Spence et al. 2014). The sensory strategy of scent aims at attracting the consumers' attention,
to keep them at a point of sale as long as possible, to have an impact on consumer behaviour
and encourage purchase decision making (Kumar and Kim, 2014; Sliburyte and Vaitieke,
2019). The senses of smell linked to emotions as it can trigger memories, giving rise to
emotions; the logic for the introduction of aroma is a belief that the sense of smell is
emotionally powerful, affecting humans up to 75% more than other senses such as sight and
sound (Soars, 2009; Kim et al. 2016). Because smell bypasses the rational part of the brain and
goes straight to the limbic system that is the part of the brain that controls behaviour and
emotion (Biswas and Szocs, 2019). This means smell has an instantly good or bad effect on
people’s emotional state – which ultimately affects our spending behaviour (Biswas et al. 2014;
Axel and Buck, 2018; Sliburyte and Vaitieke, 2019).
2.1.1.2.1. Smell elements：Physical store design
Smell sense reacts to mist particles spreading through the air. The scent has a unique feature of
directly affecting human emotions and behaviour (Krishna, Elder and Caldara, 2010;
Madzharov et al. 2018). There are three main scent dimensions: 1-scent intensity; 2-scent
pleasantness; 3-scent congruity (Morrin and Ratneshwar, 2003; Marinova and Moss, 2014;
Sliburyte and Vaitieke, 2019). 1-Scent intensity. The olfactory sensory stimulus can influence
people without raising any attention as the scent cannot be avoided (Goldkuhl and Styvén,
2007). The smell of store has a strong effect on the consumer’s intention to re-visit the store,
which creates the memory of pleasant and indirectly influences the perception of the brand and
its product (Sliburyte and Vaitieke, 2019; Biswas and Szocs, 2019). 2-Scent pleasantness.
When people smell the scent, they will automatically decide whether it is a pleasant or
unpleasant scent (Axel and Buck, 2018). This can affect the shopping experience as being
pleasant or unpleasant, which results in influencing purchase intention and the time spent in a
store (Goldkuhl and Styvén, 2007). 3-Scent congruity. On average, a person could recognise
only 40% - 50% of the most frequent scents, as it is more difficult to identify a scent than a
24
sound or image (Goldkuhl and Styven, 2007; Marinova and Moss, 2014). However, although
not knowing the scent, people could describe the scent they do not like. Michael Edwards, as
known as “the perfume experts’ expert”, created the Fragrance Wheel in 1983 (shown as the
Image 2.5), which developed a scent classification chart in the form of the wheel which
categorizes fragrance into four groups: floral, oriental, woody, and fresh. Among those
categories are subgroups which include fruity floral, aromatics, floral oriental, etc (Edwards,
2016). Some examples of the aroma of the environment or the product affects consumer’s
feeling: the coconut scent of the sunscreen is assessed better than a lemon one, but consumers
prefer household products with a lemon scent; the smell of disinfectant in the dentists’ office
causes negative feelings (Sliburyte and Vaitieke, 2019).
Image 2.5 – The Michael Edwards Fragrance Wheel (Edwards, 2016)
Women and men have different opinions on the evaluation of scent, for instance, the scent of
oranges affects women more positively and calmly than men (Marinova and Moss, 2014;
Sliburyte and Vaitieke, 2019). Soars (2009) cited empirical findings, which are particularly
relevant to the fashion industry: when “feminine scents” like powdery floral scents, sweet,
sugared scents or fruity-floral scents were used in the women’s wear sector, the sales doubled.
25
Spangenberg et al. (2006) had a similar result in a study with men's clothing when masculine
scents like "cologne" were used, besides, Spangenberg added, "men don't like to stick around
when it smells feminine, and women don't linger in a store if it smells masculine". This research
investigates the female market, in summary, female consumers may prefer feminine scent with
fruity smell (Spangenberg et al. 2006; Soars, 2009; Sliburyte and Vaitieke, 2019; Biswas and
Szocs, 2019).
Consequently, using aroma as a sensory marketing strategy has been adapted to retailers for a
long time. Take the leading luxury retailer Harrods as an example; it leads ahead of the way in
multisensory experiences by adding tailored smells into its stores to improve the shopping
experience a few years ago (Parker, 2008). A variety of scents have been positioned around
Harrods to provoke memories and encourage customers to feel positive about the purchasing
experience. For example, coconut oil will feature in the lady’s swimwear department; freshly
mown grass will be in garden living and pomegranate in the luxury accessories area (Parker,
2008). On the other hand, in a normally odourless store, the use of an unpleasant ambient scent
may result in undesirable consumer behaviour (Wade Clarke, Perry and Denson, 2012). For
example, when customers step into the store that is surrounded by a strong scent, for people
who have sensitive olfactory may find it irritating and uncomfortable to stay in for a long time,
which is opposite to the initial idea of using scent to make a more durable shopping trip.
Fashion companies increasingly acknowledge the application of scent in the retail environment
may have a positive impact on selling products (Khan, 2017; Biswas and Szocs, 2019),
nevertheless, how to use scent cues in an effective way to deliver perfect brand communication
that matches target consumers has not been thoroughly investigated.
The usage of scent creates many possibilities for organisations, but one should not forget the
side effects like allergy stimulated by scent. Even though medics state that scents do not cause
asthma, the scent might trigger asthma attacks (Marinova and Moss, 2014; Sliburyte and
Vaitieke, 2019). Or for shoppers with sensitive olfactory, any intense smell may become off-
putting for them. Cosmetic brands who have fragrance products usually spray them around the
counter to attract consumers. Therefore, before using the scents, it is essential to make sure that
the smell is safe and comfortable as the purpose is to attract the consumers, not to reject them.
Therefore, this research brings an assumption (Figure 2.3) that the Smell Store has an important
influence on the cosmetics Shopping Experience in-store.
26
Figure 2.3 - Smell Store influences Shopping Experience in-store
2.1.1.2.2. Smell elements：Retailing staff service
Besides the scent of the physical store environment, the service staff personal scent such as
body scent and smell of their breath also take a vital percentage of impression, which is rarely
discussed by related research. The olfactory information like body scents can alter a person’s
first impression (Hovis, Sheehe and White, 2021). People can evaluate various personality
traits of others accurately based on body odour alone (Sorokowska, Sorokowski and Havlícek,
2016). Dematte et al. (2007) provided evidence that, compare to the no-odour condition, people
were rated as significantly less attractive when presented with an unpleasant ambient odour. In
terms of the retailing context, when sales assistants have unpleasant body scent or smelly breath,
it may cause an uncomfortable experience during their communication with customers, which
will have a negative influence on customers’ mood and purchase decision-making. In result,
customers’ attention may be distracted from the product and want to end the conversation
immediately. Take the cosmetic shopping in-store experience as an example, which including
close contact between retailing staff and customers. When sale assistants help customers to try
on products in person, the scent of sales assistants like hands and breath will be detected by
customers at short range. As previously mentioned, scent awareness is automatically detected
by people and reacting to it immediately (Axel and Buck, 2018). Therefore, an unpleasant scent
such as sweaty body odour or smelly breath can affect the shopping experience in a negative
way (Goldkuhl and Styven, 2007; Khan, 2016). This is an assumption of this research, which
also a gap from previous literature, a further investigation is conducted to answer this.
Therefore, this research brings an assumption (Figure 2.4) that the Smell Staff has an important
27
Figure 2.4 - Smell Staff influences Shopping Experience in-store
2.1.1.3. Sound
The sound-auditory refers to the sense of hearing, which is an important consideration of store
atmosphere (Labrecque, 2020; Coulter and Suri, 2020). As the sense of hearing is constantly
active, retailers are trying to create and facilitate the representation of the brand in the
consumers’ minds through music and the voice (Puccinelli and Zaltman, 2001; Wiener and
Chartrand, 2014; Cachero-Martínez and Vázquez-Casielles, 2018). Auditory sensory cues have
an impact on consumer attitudes, evaluation, and behaviour in retail store environments
(Spangenberg et al. 2005; Hultén, 2015). For a physical store, the sound experience involves
two parts, firstly, the music of the store, secondly, the communication of retailing staff.
2.1.1.3.1. Sound elements：Physical store design
Music can express two forms of meaning: Embodied (i.e., optimistic feelings associated with
loving a song) and Referential (i.e. remembering memories of a particular person or encounter
associated with a song) (Zhu and Meyers-Levy, 2005; Spence, 2012; Wiener and Chartrand,
2014; Coulter and Suri, 2020). For example, luxury department stores such as Selfridges and
Harvey Nichols usually play pop music that is on trend as their background auditory setting
and will switch to holiday theme related playlist when Christmas comes. Consumer responses
to musical stimuli have shown a wide variation along cognitive, affective, and behavioural
dimensions (Hwang, Oh and Scheinbaum, 2020; Labrecque, 2020). Music is now known as
helping people self-regulate their emotions, it can affect people’s moods physically by
increasing or reducing heart rate and even being able to increase physiological arousal
(Saarikallio, 2010; Lee and Hwang, 2019). Typically, people will sing along if they know the
song or just not care if they are not familiar with it at all unless the melody is attractive, but
behind the scenes of consumers’ mind, music is working magically and being used to slow
them down, speed them up, and get them to spend more money (Khan, 2016). Prior research
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in the auditory cues area indicates that music can affect how quickly consumers move through
a store (Milliman, 1982), the amount of time spent shopping (Yalch and Spangenberg, 2000),
and the perception of consumers (Coulter and Suri, 2020). Since the symbolic function of
auditory stimuli may influence perception in other modalities (Coulter and Suri, 2020), which
raise the question of the background sounds in-store may also influence customers’ other
sensations meanwhile affect their shopping experience (Biswas, 2019). Therefore, this research
brings an assumption (Figure 2.5) that the Sound Store has an important influence on the
cosmetics Shopping Experience in-store.
Figure 2.5 - Sound Store influences Shopping Experience in-store

2.1.1.3.2. Sound elements：Retailing staff service
Although music can calm and influence mood (Soars, 2009; Biswas, 2019), the literature on
experiential retailing did not consider other aspects of sound in the sensory retail environment
such as chatting noise and the voice of a sales assistant. Voice as an auditory stimulus has also
been investigated and has a proven impact on individual emotional responses (Argo, Dahl and
Morales, 2006; Labrecque, 2020). Especially, the speed of speech and a low/loud voice are the
most important factors in verbal communication in terms of forming an opinion about the
speaker. It has been shown that people prefer a speaker with a soft voice to a loud one, the
former making the speaker more emphatic and trustworthy (Krishnan, Kellaris and Aurand,
2012). Moreover, communication skill and attitude are also important auditory experiences for
customers. The auditory service experience provided by the sales assistant has not been studied
as a sensory cue in the retailing context. If the sales assistant has a soft, gracious voice, polite
tone, and gentle speaking speed, it may give customers a more enjoyable experience and be
more patient to listen to product introduction, which will be more convenient to push the final
step of the consumer decision-making process. Therefore, this research brings an assumption
(Figure 2.6) that the Sound Staff has an important influence on the cosmetics Shopping
Experience in-store.
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Figure 2.6 - Sound Staff influences Shopping Experience in-store
2.1.1.4. Touch
The tactile sense, or the sense of touch, is the first of five human senses to develop, and skin is
the largest sensory organ (Gallace and Spence, 2010). Peck and Childers (2003) raised that
there is a real need to investigate touch behaviour in greater depth, but after nearly two decades,
the knowledge of tactile senses' role in consumer decision-making remains still limited. By
touching a product, an object, or another person, a person's sense of touch is activated
(Perumual, Ali and Shaari, 2021). Moreover, the sense of touch is regarded as one of the human
most intimate senses, involving physical contact with the skin, and the hands are playing a key
role as our “principal source of input to the touch perceptual system” information can be
collected through touching the item (Peck and Childers, 2003; Peck and Wiggins, 2006;
Labrecque, 2020). Touch behaviour has been overlooked in earlier and recent research, even
though consumers use this sense to obtain information about products and become unsatisfied
if they are unable to touch them (Peck and Childers, 2003; Grohmann, Spangenberg and Sprott,
2007; Marlow and Jansson-Boyd, 2011). Touch setting as an implication to support sensory
enhancement, which drives emotions for rational decision-making (Soars, 2009; Yoganathan,
Osburg, and Akhtar; 2019). In retail management practice, the sense of touch, as a sensory
channel, is significant in purchase and consumption processes for such goods like cosmetics,
cars, computers, mobile phones, clothing, shoes and so on (Hultén et al. 2009; Hultén, 2012;
Yoganathan, Osburg, and Akhtar; 2019). As said by the research of Yoganathan, Osburg, and
Akhtar (2019), touch stimulus has an impact on the perceptions of the consumers.
2.1.1.4.1. Touch elements：Physical store design
Touching the product would cause an individual to have a positive perception and feeling about
it, which is also critical for evaluating it and forming a favourable impression in the customer's
mind (Sliburyte and Vaitieke, 2019). Customers are more likely to purchase a product that they
30
can touch during the sales process. That is how they gather information that cannot be collected
through observation only (Biswas et al. 2014). Touch is a potentially suggestive implication
for store atmospherics enhancement (Marlow and Jansson-Boyd, 2011). Displays can
encourage customers to touch and result in an interaction with products, otherwise customers
would have ignored them. This could increase impulse buying behaviour and unplanned
purchases (Peck and Childers, 2003; Yoganathan, Osburg, and Akhtar; 2019). For example,
the experimental research conducted by Hultén (2012) investigated the implications of touch
stimuli at a point-of-purchase display in the context of examining wine glasses. For customers’
touching behaviour, they spend more time touching the glasses, the longer they stay at the
point-of-purchase, which results in increased sales of glasses. This research result indicates the
haptic experience of touching the product influences the amount of time spent in-store and
increases the possibility of sales (Hultén, 2012; Sliburyte and Vaitieke, 2019; Perumual, Ali
and Shaari, 2021).
Based on the function of cosmetic products, the sense of touch is one of the key evaluative
characters. The first impression of the texture is a key feature that influences consumers’ choice
of cosmetic products. The long-term appreciation upon use is what makes the consumer faithful
and loyal to a cosmetic product (Gattefossé, 2020). Take moisturizer as an example, whether
it is a gel/ cream/ lotion texture with a different finish such as sheer/ neutral/ matte, it has a
good malleability or not, it feels tacky or lightweight and so on. These are all crucial aspects
of the evaluation of the cosmetic product, which cannot be duplicated by digital information.
Moreover, research has shown that touch has a positive impact on consumer attitudes,
behaviour, and purchase intentions (Peck and Wiggins, 2006; Grohmann, Spangenberg and
Sprott, 2007; Marlow and Jansson-Boyd, 2011; Sliburyte and Vaitieke, 2019). Therefore, this
research brings an assumption (Figure 2.7) that the Touch Store has an important influence on
the cosmetics Shopping Experience in-store.
Figure 2.7 - Touch Store influences Shopping Experience in-store

31
2.1.1.4.2. Touch elements：Retailing staff service
Besides the product haptic experience, physical touch with people like sales assistants is
another situation that will happen in the store. For example, in the cosmetic industry, the tactile
feeling of the product is one of the key attributes when customers examine it, thus, all the
beauty brands offer the service of retailing staff to assist customers try on products such as
makeup service (Jeong, Im and Kim, 2017; Haase, Wiedmann and Labenz, 2018).
To offer a high-class service experience, a makeup brand like MAC provides makeover
appointment service (Painter, 2020); a skincare brand like Eve Lom delivers facial treatment
in-store; hair care brand Aveda offers scalp massage and hair styling treatment (Erskine, 2019).
Moreover, as the image shown down below, fragrance brands like Jo Malone, also have
services like complimentary 20 minutes hand and arm relaxing massage with their bath product
and body lotion (Image 2.6), moreover, customers can experience their fragrance with no
obligation to buy (Erskine, 2019). In this scenario, the professional skill and the tactility of the
sales assistant’s hands is another important part of the whole sensory experience.
Image 2.6 – Jo Malone hand and arm massage treatment (Erskine, 2019)
Also, if there is a crowded shopping environment, the comfort distance between customers may
not be satisfied. If there is insufficient room to move around in a shopping area and customers
32
come into physical contact with each other, especially from behind, they are likely to be
irritated, then the probability to buy products from that area will reduce (Machleit, Eroglu and
Mantel, 2000; Uhrich, 2011). For this case, to forbid crowded situations, luxury brands like
Louis Vuitton, Gucci and Prada, use security to control the traffic flow under a reasonable level
in-store, not only to create a comfortable shopping area, but also to guarantee the quality of
service. In conclusion, the haptic experience from people is also important to consumer
shopping experience but rarely discussed as a sensory marketing cue. Therefore, this research
brings an assumption (Figure 2.8) that the Touch Staff has an important influence on the
cosmetics Shopping Experience in-store.
Figure 2.8 - Touch Staff influences Shopping Experience in-store

2.1.1.5. Taste
Taste is the fifth sense that records gustatory perceptions when eating and drinking. Gustation
is created when a substance in the mouth chemically interacts with taste receptor cells located
on human tongues, which include five established basic flavours: umami, sour, sweet, salty and
bitter (Labrecque, 2020). Academic researchers mainly focus on visual, sound, touch and smell
in the earlier study (i.e. Kotler, 1973; Soars, 2009; Wade Clarke, Perry and Denson, 2012).
Recently, the taste stimulation has been introduced as the fifth dimension of store atmospheric
marketing tools (Hultén, 2015; Lund, 2015; Biswas, 2019; Labrecque, 2020; Perumal, Ali and
Shaari, 2021). In another research context like restaurant and airline service etc., discovered
that the taste experience has a positive influence on the brand image (Lau, 2017; Hussain, 2018;
Perumual, Ali and Shaari, 2021). There are a few important factors of food quality - variety,
hygiene and freshness, which have a significant influence on consumer experience and
satisfaction (Liu and Jang, 2009; Biswas and Szocs, 2019; Perumual, Ali and Shaari, 2021).
2.1.1.5.1. Taste elements: Physical store design

Cosmetic organisations have already introduced taste stimuli to their in-store shopping
experience, which leads to a new hedonic dimension (Hultén, Broweus, van Dijk, 2009). For
33
example, as a long-term normal services strategy, Christian Louboutin serves champagne,
macaroon and chocolate in their beauty store in the UK since the beginning of 2017, to match
its luxury classy French brand image and offer a high-class experience, meanwhile, customers
can enjoy delicious drink and dessert to stay in for a longer time. Likewise, as the image down
below, Fenty Beauty served champagne and doughnuts at its new launch event at Harvey
Nichols (Image 2.7), all customers are welcome to join this in-store food party (Head, 2017).
Hence, for luxury brands, positive emotions can be triggered through the fifth sense by serving
brand-match food (Okonkwo, 2007; Rodrigues, Hultén and Brito, 2011).
Image 2.7 – Fenty Beauty event with champagne and doughnut (Head, 2017)
Further investigations in how the sense of taste will merge with other senses to enhance store
effectiveness and generate positive experience to improve the possibility of purchase is
discussed in this study. Therefore, this research brings an assumption (Figure 2.9) that the Taste
Store has an important influence on the cosmetics Shopping Experience in-store.
34
Figure 2.9 - Taste Store influences Shopping Experience in-store
2.1.1.5.2. Taste elements: Retailing staff service
The cosmetics industry has been applying the taste sensation as a marketing activity for a long
time. For example, the cosmetics brand Jo Malone launched its first cocktail-themed event in
store back in 2010 (Pittilla, 2010). Besides only serving drinks or desserts in store, Jo Malone
invited professional cocktail mixologists to create drinks based on the notes of Jo Malone
fragrances. Customers enjoyed a relaxing hand and arm massage using Jo Malone’s products,
while sipping freshly mixed fruit-based cocktails. The sales of Jo Malone have increased during
this promotional period by an impressive 32% (Pittilla, 2010). Since then, Jo Malone has held
different cocktail-themed events by inviting professional cocktail mixologists to customise
drinks inspired by its fragrance (Kirk, 2017). For instance, the Image 2.8 is the latest cocktail-
themed launch event of the new fragrance collection, Lavenderland. The cocktail mixologist
works as a bartender in store to serve freshly made lavender cocktails (Jo Malone, 2020).
Image 2.8 - Jo Malone cocktail-themed launch event in-store (Jo Malone, 2020)
35
Therefore, this research brings an assumption (Figure 2.10) that the Taste Staff has an important
Figure 2.10 - Taste Staff influences Shopping Experience in-store

2.1.2. Conclusion of sensory marketing

Sensory marketing focuses on all the consumer's senses - Visual, Smell, Sound, Touch and
Taste (Hultén, 2011; Krishna, 2012; Biswas, 2019; Labrecque, 2020). This research adds a new
perspective to study sensory marketing, which is investigating the objects (physical store
design) and the people (retailing staff service) as two separate sensory stimulus categories.
Sensory stimuli can be especially influential on consumer’s attitude, behaviour, and judgments
(Krishna, 2012; Spence et al. 2014; Sliburyte and Vaitieke, 2019; Labrecque, 2020), therefore,
designing rich and positive sensory shopping experiences is an important aspect for
organisations. This researcher studies sensory marketing in the context of the cosmetic industry
in the UK market. Cosmetics are multisensory products and organisations invest in building a
pleasant store environment and professional staff services, thus, cosmetic physical stores have
irreplaceable multisensory shopping experience (Tyler, 2018; Lakshmi and Babu, 2019;
Yoganathan, Osburg and Akhtar, 2019; Labrecque, 2020).
In conclusion, to synthesise all assumptions that developed from the literature review, this
research brings up the research framework part 1(Figure 2.11) as below: sensory marketing has
an important influence on cosmetic shopping experience in-store. It systemically presents how
sensory marketing (10 factors in total) influences shopping experience in-store in the cosmetic
context.
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Figure 2.11 - Framework part 1: Sensory Marketing → Shopping Experience in-store
2.2. Shopping Experience

Shopping experiences arise in a variety of settings when a customer visits a retailing store and
interacts with its physical environment, its personnel, and its policies and practices (Brakus,
Schmitt and Zarantonello, 2009; Spence et al. 2014; Sliburyte and Vaitieke, 2019; Biswas,
2019). It is necessary to identify factors or dimensions that create shopping experiences, how
to design and implement them can stimulate consumer engagement and intention to spend more
time at the store (Cachero-Martínez and Vázquez-Casielles, 2018). With the abundance of
different retailers selling similar products, customers have so many options, how to make their
choice from one to another? Easey (2009) stated that the consumer wants to be entertained as
well as informed – this is sometimes called infotainment. Likewise, Soars (2009) made the
same argument as the consumer is driven by their desire to receive unique and satisfying
shopping experiences and products. Beyond shopping only for a product or service, a good
retail establishment can make consumers enjoy the act of shopping itself (Krishna, 2013;
Cachero-Martínez and Vázquez-Casielles, 2018; Morgan, 2019). A memorable shopping
experience can build a stronger connection to the product and the service, increase consumer
37
satisfaction and have an impact on consumer behaviour and attitude (Manzano, Serra and
Gavilán, 2019).To gain sustainable competitive advantage in this situation, a retail store is no
longer a place of selling goods (Falk and Campbell, 1997; Easey, 2009; Jantarat and Shannon,
2016), it must define what is distinctive and special about its offerings to better compete with
other stores (Kumar and Kim, 2014). The physical store works as a place that can express how
the brand looks and sounds, smells, feels and even tastes (Carter, 2013; Sliburyte and Vaitieke,
2019), further explanation about brand experience, customer experience and sensory
experience is illustrated in the following sections.
2.2.1. Brand Experience

In the literature, brand experience is defined as sensations, feelings, cognitions, and
behavioural responses evoked by brand-related experiential stimuli attributes, which are part
of a brand's design and identity, packaging, communications, and environments (i.e., Morrison
and Crane, 2007; Brakus, Schmitt and Zarantonello, 2009; Hassan and Iqbal, 2016; Jeong, Im
and Kim, 2017; Manzano, Serra and Gavilán, 2019). Brand experience is a series of
connections that consumers have with a brand through a variety of multi-sensory channels,
which aim to cause a positive emotional engagement with the brand (Morrison and Crane, 2007;
Sullivan and Heitmeyer, 2008; Jeong, Im and Kim, 2017). Moreover, consumers have a brand
experience in-store whether the organisation planned it or not, this experience determines how
long they stay in-store, how they feel about the shopping process, and how much they value
the brand (Cater, 2013; Moreira, Fortes and Santiago, 2017). Since brand experiences result
from multisensory stimulations and lead to pleasurable outcomes, organizations expect
consumers to want to repeat these experiences, namely, the brand experience should affect not
only past-directed satisfaction judgments but also future-directed consumer loyalty (Brakus,
Schmitt and Zarantonello, 2009; Haase, Wiedmann and Labenz, 2018; Perumal, Ali and Shaari,
2021).
Cosmetic brands have moved from a product-based model to an experience-based model, as

consumers are seeking for a fully interactive experience with cosmetics brands becoming part
of their lifestyle (Simpson and Craig, 2018). In the study conducted by Brakus, Schmitt and
Zarantonello (2009), they demonstrated that brand experience can be divided into four
dimensions (sensory, affective, intellectual, and behavioural), moreover, sensory experience is
one of the strongest loadings on-brand experience. A multisensory brand experience takes place
38
when more than one of the five senses contributes to the perception of sensory experiences
(Hultén et al. 2009; Hultén, 2011; Jeong, Im and Kim, 2017; Labrecque, 2020). The sensory
qualities of a retail environment are often designed and expressed through atmospherics to
promote consumer desire and response, as well as contributing to a positive shopping
experience (Bitner, 1992; Noad and Rogers, 2008; Hasssan and Iqbal, 2016; Bhatt and Bapna,
2018).
Establishing a dialogue with consumers not only enriches their brand experience, but it also
enables cosmetic brands to provide more relevant products and services (Simpson and Craig,
2018). The cosmetic brand Benefit believes it is important to be innovating on both product
development and the way they share with the consumers through unique experiences (Simpson
and Craig, 2018; Haase, Wiedmann and Labenz, 2018). Using multiple senses to create a brand
experience can make the experience more powerful and differentiate the brand from its
competitors (Kumar and Kim, 2014; Manzano, Serra and Gavilán, 2019).
2.2.2. Customer Experience

Customer experience is the cognitive, emotional, physical, sensorial, and social responses
evoked by market actors (DeKeyser et al. 2015; Lemon and Verhoef, 2016), which play an
essential role in influencing customers while interacting with products and services (Theopilus
et al., 2021). There are three basic tenets of customer experience. First of all, customer
experience is its interactional nature, meaning that a customer experience always originates
from an interaction between a customer and market factors through various interfaces, both the
retailing staff and the physical setting (De Keyser et al. 2015; Keiningham et al. 2019).
Secondly, each customer experience, according to the basic tenet, has a distinct degree of
uniqueness (De Keyser et al. 2015; Keiningham et al. 2019). Lastly, the multidimensional
essence of customer service is the third basic tenet, which is addressed as below, therefore,
marketers can quickly understand the ethos of this customer service concept (De Keyser et al.
2015; Keiningham et al. 2019):
• Cognitive: What people think
• Physical: How people interact
• Sensory: What people experience (via their senses)
• Emotional: How people feel
• Social: How people share
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These five dimensions will help managers develop solutions to enhance the various
components of the customer experience (Klaus and Maklan, 2013; Keiningham et al. 2019).
Organisations value customer experience as an important point of competitive differentiation,
therefore, they apply sensory marketing strategies to distinguish products and services, to
provide an overall better customer experience (Klaus and Maklan, 2013). Schmitt, Brakus and
Zarantonello (2015) pointed that sensory marketing is the way to achieve a positive customer
experience.
The cosmetics industry has become much more focused on individual customer experiences
with new products catering for every demographic (Simpson and Craig, 2018; Theopilus et al.,
2021). The market research of customer experience aims to understand the entire customer
journey by measuring every touchpoint and stop along the way (Keiningham et al. 2019). These
measurement mechanisms allow a market researcher to understand the impact of each touch
point has on the overall customer experience (Kuhn, 2017). The future of the shopping
experience will be unsurprisingly customer-centred because a positive experience drives sales.
Customers not only expect tailored experiences with brands but also would like to build
relationships rather than simply purchase products. Organisations must be more transparent
and maintain consumer relationships by ensuring that they understand and care about their
customers (Morgan, 2019). As the consumer behaviour can be affected by sensory marketing
to generate experience at every stage of the shopping process, it’s important to create a
memorable and delightful customer experience (Manzano, Serra and Gavilán, 2019; Theopilus
et al., 2021).
2.2.3. Sensory Experience

The sensation is the ability to receive external stimuli or sensory inputs, which refers to the
instant response of people’s sensory receptors (eyes, ears, nose, mouth, fingers) to basic stimuli
such as light, colour, sound, scent, and texture (Biswas, 2019; Labrecque, 2020). Sensory
experience affects the consumers’ perception of the store and the brand (Wiedmann, Hennigs,
Klarmann and Behrens, 2013; Morera et al. 2017; Cachero-Martínez and Vázquez-Casielles,
2018). The process of perception is how people select, organize, and react with sensations and
then use these to interpret the surrounding world (Carter, 2013; Khan, 2016; Manzano, Serra
and Gavilán, 2019; Soloman et al. 2019). For example, we can see an advertisement billboard,
40
hear a live DJ performance, feel the softness and smoothness of a cream, taste a new flavour
of cocktail, or smell a fresh fragrance with a lavender scent. Consumers deal with the
bombardment of sensations by paying attention to sensory stimuli in the store environment and
tuning out others (Evans, Jamal and Foxall, 2013; Biswas, 2019). When sensory data emanates
from the external environment, this message can generate internal sensory experiences (Haase,
Wiedmann and Labenz, 2018; Soloman et al. 2019). Such as the tune of a romantic song may
trigger a gentleman’s memory of his first date and rings a bell for his girl’s perfume or the feel
of her hair. On the other hand, if a sensation can make a consumer think of a product or a brand
whenever it is detected, like the Tiffany signature blue, a Nokia classic ringtone, or the typical
Lush scent, that is the main purpose of the brand creates a unique association with the sensation
(Carter, 2013). However, consumers do choose to pay attention to some specific stimuli after
a selection of what the sponsors intended to deliver because each of us adopts meanings of
these messages consistent with our own unique experiences, biases, needs and desires
(Wiedmann et al. 2013; Hultén, 2015; Soloman et al. 2019).
The cosmetics industry is a more experience-based model now, which is not just about selling
products, it is about giving consumer confidence, a feeling of well-being and satisfaction
(Simpson and Craig, 2018). Unlike computers, people do not passively process all the
information that happens to be present and the fact that sensory experience is subjective, which
makes it more challenging to bring it into effect (Khan, 2016). This will lead to a further
discussion of the enhancement of sensory stimulation effectiveness based on consumer
behaviour. Five sensations play an important role in consumer perceptions and employ a
powerful influence over buying decisions. Sensory experience influences perceptions,
memories, and learning processes, to manipulate consumers' motivations, desires, and
behaviour (Manzano, Serra and Gavilán, 2019).
Manzano, Serra and Gavilán (2019) stated that sensory experience (Figure 2.12 down below)
defines the points of contact between the brand and the consumer at every behavioural stage:
pre-purchase experience, during the purchase experience and post-purchase experience.
41
Figure 2.12 - 360° Sensory experience (Manzano, Serra and Gavilán, 2019)
Pre-purchase experience includes developing awareness and expectations of a product or a

service. The experience during the purchase is the point when consumers directly interact with
the brand, which maximizes the perception of value. Post-purchase experience occurs when
the consumer experiences the products and it benefits (Manzano, Serra and Gavilán, 2019).
This research concentrates on the experience during the customer shopping process, including
interest in a brand/ a product, evaluation of the product or the service and the decision of
purchase (Soloman and Rabolt, 2009; Haase, Wiedmann and Labenz, 2018; Manzano, Serra
and Gavilán, 2019). This is the moment when the consumer personally experiences the brand
with its products and services. A higher degree of sensory stimulation leads to more
engagement, communication and a better experience (Manzano, Serra and Gavilán, 2019;
Labrecque, 2020).
2.3. Consumer Behaviour

Consumer behaviour is the action and decision process of both individuals and households,
who buy goods and services for personal consumption (Blackwell, Miniard and Engel, 2007;
Kumar, 2010; Solomon et al. 2019). Consumer behaviour provides a range of concepts to help
marketers understand their customers and market research offers the techniques to measure
those concepts (Easey, 2009). Understanding consumer behaviour is not only about developing
42
a framework for identifying consumer needs and target markets, but also predicts the future
consumer responses to marketing strategies (Easey, 2009; Dover, 2019; Djafarova and Bowes,
2021). This research focuses on the consumer decision-making process. The following sections
discussed the comparison between traditional consumer decision-making process and fashion-
targeted consumer one. The resource of cosmetic shopping related is limited, therefore, this
research reviews fashion-targeted decision-making process as a reference.
2.3.1. Traditional consumer decision-making process

The traditional consumer decision-making process model, a simplified version is shown as
Figure 2.13, represents a roadmap of consumers’ minds that can help marketers and managers
to guide marketing communication, product mix and sales strategies (Blackwell, Miniard and
Engel, 2007). The model captures the activities that occur when decisions are made in a
schematic format and shows how different internal and external forces interact and affect how
consumers think, evaluate, and act (Blackwell, Miniard and Engel, 2007). Understanding what
is operating in the consumer mind when they are shopping in the store and how to influence it
is the core foundation of this research.
Figure 2.13 – Traditional consumer decision-making process

(Blackwell, Miniard and Engel, 2007)
Environmental psychology research has shown that consumer behaviour is influenced by store
environmental qualities, with those shoppers that experience pleasure and arousal likely to
exhibit increased approach and longer-stay behaviours in-store (Donovan and Rossiter, 1982;
43
Soars, 2009; Chang, Eckman and yan, 2011; Evans, Jamal and Foxall, 2013; Bhatt and Bapna,
2018). The outcomes of store environments on consumer behaviour in the store have been
researched extensively, they are important factors of predicting whether an individual wishes
to approach or stay, as well as spend money, moreover, shoppers who dwell longer in-the store
are more likely to purchase (Lindeman, 2007; Sliburyte and Vaitieke, 2019).
The retail environment and shopping experience can influence the first three stages of the
consumer decision-making process (Solomon and Rabolt, 2009):
• The first stage of the consumer decision process in which the consumer recognises a
problem or need. For example, a difference between the actual and desired state. The
need can be triggered by internal (self) or external (others/something else) stimuli.
• The second stage of the decision-making process in which the consumer is aroused to
search for more information:
Internal (what you know)
External (what you need to find out)
• The third stage of the decision-making process in which the consumer uses the
information to evaluate alternative brands in the ‘evoked set’ (Figure, 2.14).
Figure 2.14 - Identifying alternatives (Solomon and Rabolt, 2009)
The traditional decision-making process has some limitations, such as it is more suitable for
non-consumable and durable goods with relatively high price, which leads to a more cautious
and complex decision-making process (Kenton, 2021). For example, when people purchase a
wedding dress is a much more complicated decision than buying a T-shirt. Therefore, the
fashion-related purchase may not follow the traditional decision-making process, as the
purchase intention may not start with a need/problem or require any information search as a
44
prepare in advance (Solomon and Rabolt, 2009; Solomon et al. 2019; Djafarova and Bowes,
2021). On the other hand, cosmetics as consumable goods typically have an easier buying
decision-making process (Kenton, 2021). Therefore, distinguished from the traditional
consumer behaviour, fashion-targeted consumers have their specific decision-making process
(Solomon and Rabolt, 2009; Djafarova and Bowes, 2021), which is illustrated in the following
section.
2.3.2. Fashion-targeted consumer decision-making process

In the traditional decision-making process, no one buys a product unless they have a problem,
a need, or a want, and the consumer decision-making process model shows a process of
problem-solving in life that cause them to buy and use products of all kinds (Blackwell,
Miniard and Engel, 2007; Easey, 2009). However, unlike traditional purchase behaviour,
fashion buying generates a different type of problems (Soloman and Rabolt, 2009; Wade
Clarke, Perry and Denson, 2012; Soloman et al. 2019), or even say the fashion-targeted
decision-making process does not often require an extensive problem solving (Djafarova and
Bowes, 2020). For example, a typical UK customer spends approximately £18,393 on fashion
products on unplanned buying over their lifetime, which means these consumptions do not start
with a need recognition or have a problem-solving purpose (Hall, 2018; Lakshmi and Babu,
2019; Lee and Hwang, 2019).
When a product catches our interest or raises a need, people consider it as something they might
purchase (Solomon and Rabolt, 2009; Solomon et al. 2019; Baptista, 2020). In many situations,
the information search process may be simplified by scanning memory of what has been done
to resolve a similar problem in the past, or consumers just rely on various mental shortcuts, like
brand reputation or price, or celebrity recommendation (Wade Clarke, Perry and Denson, 2012;
Djafarova and Bowes, 2021). Indeed, much of fashion purchasing emerges on impulse buying
and the development of excitement at the point of purchase (Solomon and Rabolt, 2009;
Atulkar and Kesari, 2018; Sliburyte and Vaitieke, 2019; Lee and Hwang, 2019; Djafarova and
Bowes, 2021).
Therefore, the sequence of stages in fashion decision-making is different from a traditional

purchase decision-making process. Traditional purchase decisions may start with the
recognition of problems, however most fashion is not a necessity in our lives, we can live
45
without it (Sliburyte and Vaitieke, 2019; Lakshmi and Babu, 2019), in such, the initial purpose
of fashion purchasing may not be a need for problem-solving but a random desire of fashion
objects. This argument has been supported by the research conducted by Solomon and Rabolt
(2009), which made a comparison between the rational decision-making process model and the
fashion decision-making process model (Figure, 2.15).
Figure 2.15 - Stages in Fashion and Traditional Decision Making

(Solomon and Rabolt, 2009)
There is a positive relationship between the hedonic benefits desired by consumers and the
uniqueness of the in-store shopping experience (Soloman et al. 2019). As fashion-targeted
consumers are seeking an extra value in their shopping process to satisfy their psychological
needs beyond functional (Wade Clarke, Perry and Denson, 2012; Perry and Kyriakaki, 2014).
For example, besides the product itself, both a delightful store environment and a professional
service of retailing staff have a positive influence on the consumer decision-making process
(Rathee and Rajain, 2017; Bhatt and bapna, 2018; Soloman et al. 2019).
The difference between cosmetics products and other fashion products is cosmetic products are
consumable goods, which are nondurable and consumed at a rapid or fast pace (Kenton, 2021).
As consumers typically take an easier decision-making process on shopping consumable goods
than non-consumable ones (Kenton, 2021), the consumer decision-making process of
cosmetics may be relatively easier to influence. This research has further investigated the
decision-making process for the cosmetic industry context.
46
2.3.3. In-store decision-making process
Over 70% of retail purchases are not decided until the customer is in the store (Waters, 2017).
There are two key moments of truth that take place when the brand interacts with its consumers,
the first moment happens when the consumer makes a decision at the point of purchase, and
the second one is when the consumer experiences the product after purchase (Manzano, Serra
and Gavilán, 2019). Taking full advantage of the on-site moment is crucial to the brand (Waters,
2017). Sensory marketing strategies (visual, smell, touch, sound and taste) have an effect on
the consumer behaviour in-store, for example, impulsive buying, extended evaluation time of
the product, more money spent (Balaji, Raghavan and Jha, 2011). When consumers have a
positive feeling like excitement and pleasure, they may trigger impulsive buying behaviour
(Chang, Yan and Eckman, 2011; Djafarova and Bowes, 2021). Therefore, organisations could
use sensory marketing strategies to influence or even manipulate consumers’ purchase
intention on-site (Waters, 2017; Hall, 2018), therefore, this research will focus on the on-site
stage of the decision-making process: Interest- Evaluation- Decision.
Figure 2.16 - In-store Stages in Fashion Decision Making (Solomon and Rabolt, 2009)
2.3.3.1. Impulsive buying behaviour

Impulsive buying is related to unexpected buying behaviour, which is often accompanied
during the shopping process with the feelings of excitement and pleasure and a strong necessity
of buying (Chang, Yan and Eckman, 2011). Understanding consumer impulse buying
behaviour is necessary for brands to be successful (Aragoncillo and Orus, 2018; Dover, 2019;
47
Djafarova and Bowes, 2021). A typical UK customer spends almost £200 a month on impulse
products, which is estimated to be £143,902 over their lifetime (Hall, 2018). Female consumers
purchase more impulsively than male consumers, as they spend more time shopping in stores
and are more exposed to sensory stimuli (Badgaiyan, Verma and Dixit, 2016; Atulkar and
Kesari, 2018). Impulsive buying is the consumer’s reaction to the sensory stimulus present in
the shopping environment by invoking a strong influence on consumer purchasing behaviour
(Sliburyte and Vaitieke, 2019). Consumers who are in more positive moods are inclined to
have reduced decision complexity and shorter decision times. They feel higher energy, less
restrained and have a desire to reward themselves (Chang, Yan and Eckman, 2011; Aragoncillo
and Orus, 2018; Djafarova and Bowes, 2021). There are four characteristic features to describe
impulsive buying as (Wells, Parboteeah and Valacich, 2011):
• Unplanned, spontaneous. This means that the consumer's decision to buy emerges in a
specific moment and not anyhow affected by previous problems or formed intention.
• The consumer’s response to a stimulus. At the moment of buying, a consumer follows
emotions. It is stated that the point of sale is an essential factor encouraging the
consumer to buy impulsively.
• A momentary, instantaneous decision. The consumer does not look for product
alternatives, does not assess buying consequences and makes an instant decision to buy.
• During the impulsive buying, the consumer experiences emotional and cognitive
reactions that can be described as fault or ignorance of the consequences emerging in
the future.
The physical design of the store and the service of staff build the shopping environment
(Biswas, 2019). Suitable store atmosphere can encourage unplanned buying (Barros et al. 2019).
Professional sales assistants can reduce consumer frustration during the shopping process,
which stimulates impulsive buying behaviour (Virvilaite, Saladiene and Bagdonaite, 2009;
Wells, Parboteeah and Valacich, 2011; Badgaiyan, Verma and Dixit, 2016; Djafarova and
Bowes, 2021). Sensory marketing can unconsciously influence consumer judgments and
behaviours, which includes impulsive purchasing (Spences et al. 2014; Chang, Yan and
Eckman, 2014; Biswas, 2019).
48
2.3.4. Consumer Characteristics
Understanding the consumer characteristics is the key to success in business, how to segment
consumers and tailor specific strategies for them (Kotler and Amstrong, 2012; Baptista, 2020).
According to Kotler and Armstrong (2012) consumer purchasing behavior is influenced by
several factors, as follows:
• Cultural: variables related to the values, perceptions, religion, ethnic groups and social
class that the individual is inserted.
• Social: involving reference groups, family, social roles and positions.
• Personal: they reflect the characteristics of people, such as age, occupation, economic
condition, lifestyle and personality.
• Psychological: the motivations, desires, perceptions that lead the consumer to choose a
certain product or service, combined with his needs at that moment and the position
(positive or negative) of the consumer in relation to the consumption choices.
How to leverage the different factors that influence consumer purchasing behaviour to
effectively market products and maximise sales is the goal of marketers (Durmaz, 2014).
Consumers purchase different products and services according to their needs, preferences and
buying power (Lakshmi and Babu, 2019). For fashion-related products and cosmetics, personal
factors like age and economic condition have a significant influence on consumer purchasing
behaviour (Alhedaif, Lele and Kaifi, 2016; Eze and Bello, 2016; Baptista, 2020). Moreover,
the motivation among psychological factors is the activated internal need state leading to goal-
oriented behaviour to satisfy that need (Durmaz, 2014). Consumers’ orientation toward
shopping in general might have a significant influence on their behaviour (Helander and khalid,
2000; Baker and Wakefield, 2012; Scarpi, 2020). On the other hand, consumers with different
perceptions on cosmetics will significantly affect their purchasing behaviour, for example, a
consumer who is a cosmetic enthusiast and who just buys cosmetics for basic needs may have
different emotional and behavioural responses to marketing activities (Lakshmi and Babu,
2019). Therefore, the spending on cosmetics and shopping frequency of cosmetics will vary
from one customer to another (Alhedaif, Lele and Kaifi, 2016).
This research targets female cosmetic consumers in the UK market and will further investigate
their consumer characteristics from four aspects: consumer orientation, cosmetic consumption
level, cosmetic shopping frequency and age group.
49
2.3.4.1. Consumer orientation: Utilitarian and Hedonic
Consumer purchasing orientation has been studied in the literature as a potential driver of
consumers' intention to visit a store and to distinguish consumer’s individual behaviour
(Hidalgo-Baz, Martos-Partal and González-Benito, 2017; Scarpi, 2020). Therefore, consumers
are typically classified by two shopping orientations: “utilitarian” and “hedonic” (Holbrook
and Hirschman, 1982; Scarpi, Pizzi and Visentin, 2014; Ferraro, Sands and Brace-Govan,
2016). In the physical store, the retailing staff would be able to identify the consumer’s
motivation and assist them accordingly, but this is difficult for online shopping (Scarpi, 2020).
• Utilitarian-oriented consumer
Utilitarian consumers are in terms of a functional, instrumental, rational type, who care more
about practical purpose and efficiency (Adomaviciute, 2014; Scarpi, 2020). When a consumer
is concentrated on achieving a functional need, this is known as utilitarian motivation (Chang,
Eckman and Yan, 2011). For consumers with task-oriented purposes, a good shopping
experience entails the customer's perception of comfort and usefulness as a result of achieving
practical objectives (Yoon and Park, 2012; Adomaviciute, 2014). They prefer a simple,
convenient, pleasant shopping experience and quick access to accurate product details (Celik,
2011; Scarpi, 2020).
• Hedonic-oriented consumer
The definition of hedonic consumption is those facets of consumer behaviour that relate to the
multisensory, fantasy and emotive aspects of one’s experience with products (Hirschman and
Holbrook, 1982; Arnold and Reynolds, 2012; Barbopoulos and Johansson, 2016). Consumers
progressively want to buy things that will give them hedonic value not only from the product
but also from the procedure of purchasing (Soloman et al. 2019). Hedonic consumption is
differentiated from utilitarian consumption as a reflection of shopping entertainment and
emotional worth (Babin, Darden and Griffin, 1994; Babin and Babin, 2001; Adomaviciute,
2014). People seek hedonic experiences for their simulative and experiential qualities, or in
other words, to satisfy approach motivation (Scarpi, 2020). Researchers have suggested that
environmental variables such as store design and social characteristics contribute to the
perception of hedonic benefits associated with a shopping experience (Park, Kim, and Forney
50
2006; Chang, Eckman and Yan, 2011; Barbopoulos and Johansson, 2016). Consumers of
different levels of hedonic motivation may react to the retail environment differently.
Unlike task-oriented shopping, consumers tend to pursue utilitarian motives; people who with
recreational shopping, tend to pursue hedonic shopping motivations, which go beyond solely
desire of products, for example, to seek out experiences that help to reduce stress and anxiety
(Sullivan and Heitmeyer, 2008; Wagner and Rudolph, 2010; Adomaviciute, 2014). Hedonic
consumption includes those behavioral aspects related to multisensory, fantasy and emotional
consumption, which are driven by benefits such as entertainment and fun in using the product
and aesthetic appeal (Hirschman and Holbrook, 1982; Soars, 2009; Barbopoulos and Johansson,
2016), suggesting that the experience of the purchase may be more important than the
acquisition of the product (Kim et al. 2016). Because hedonic consumption would seem to
provide an opportunity not only for approaching fun and excitement but also for avoiding
problems and stress in everyday life (Arnold and Reynolds, 2012; Barbopoulos and Johansson,
2016). The new focus on sensory and emotional experience according to psychological
research finds that people prefer additional experiences to additional possessions as their
incomes rise (Solomon et al. 2019). As such, since modern society is a more intensive and
stressful context than the past, consumers’ needs of hedonic value from shopping experience
may increase to even more variety (Scarpi, 2020). Nowadays, shopping is no longer only
focused on purchasing goods; it becomes a decompression method in modern daily life
(Krishna, 2013).
2.3.4.2. Consumption level
Personal economic condition determines its purchasing power, for example, the higher income
level, the more will be the expenditure on various products, and vice-versa (Eze and Bello,
2016; Lakshmi and Babu, 2019). However, a higher income cannot indicate a higher spending
on a specific product type, such as people with a high income but need to pay for a mortgage
may have a limited budget on other expenditures. Therefore, the discretionary personal income
is the income left after meeting all the necessities of life basic needs, which is used for the
purchase of luxury products and services (Lakshmi and Babu, 2019). As consumers may have
different needs on allocating spending (Eze and Bello, 2016), this research will focus on the
cosmetic consumption level of a consumer, which means how much they spent on cosmetics
according to their needs and preferences.
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2.3.4.3. Shopping frequency
Consumers who visit the physical store more, whether they make purchases there or not, they
are looking for the shopping experience that makes them enjoy the act of shopping itself
(Krishna, 2013; Nusairat et al. 2017). Consumers with different shopping frequency suggest
having different shopping orientation and preference, for example, more frequent shoppers tend
to be more hedonic-oriented (Cachero-Martínez and Vázquez-Casielles, 2018). Consumers
who have a hedonic orientation are pursuing an activity that they do not take as a task, and that
they find personally gratifying. These consumers desire to derive richer and fuller experiences
from the activity, which facilitates a greater engagement (Kaltcheva and Weitz, 2006; Vieira
and Torres, 2014). A higher shopping frequency of cosmetics indicates consumption needs, for
example, over 44% UK consumers shop skin care products once a month or shorter (Statista,
2020), and over 31% UK consumers buy makeup products at least once a month (Statista,
2020). Young women aged 16-24 are the most frequent beauty products buyers according to
the latest Mintel report (Mintel, 2022).
2.3.4.4. Age group
People change their shopping habits in the course of time, as the needs will be different during
different life-cycle stages (Kotler and Armstrong, 2012; Boardman and McCormick, 2019).
The age of a consumer significantly influences his/her behaviour, including the consumer
purchase options, the motivation of purchase, and the decision to buy a product will change
(Eze and Bello, 2016). For the cosmetics consumption, the consumers’ needs and preferences
will change with their age growth. For example, they will have different skin concerns and
conditions, their aesthetic standard on sensory experience will change over time as well.
Consumers from different age groups may react differently to the sensory marketing stimulus
(Xu and Cliquet, 2013; Jeong, Im and Kim, 2017; Boardman and McCormick, 2019; Dash et
al., 2021).
2.3.4. Post-purchase Outcome: Consumer Satisfaction and Consumer

Loyalty
The post-purchase outcome is the consumer response to the overall shopping experience in the
store. Organisation is craving to gain consumer satisfaction and consumer loyalty, if consumers
are satisfied with their shopping experience, they are more likely to choose the brand again or
52
even recommend it to others (Gronholdt, Martensen and Kristensen, 2000; Homburg and
Giering, 2001; Guttmann, 2018). The relationship between satisfaction and loyalty has been an
intriguing research topic in various fields (Homburg and Giering, 2001; Lam et al. 2004;
Guttmann, 2018). A high level of satisfaction creates commitment-inducing bonds with
feelings of fulfilment and pleasure between organizations and consumers (Kim et al. 2016;
Park, Kim and Kwon, 2017).
2.3.4.1. Consumer Satisfaction

Consumer satisfaction is defined as an emotional response, which is based on a consumer
evaluation of a service or a product provided by a company, whether the consumer has made a
right decision regarding the purchase (Kim et al, 2016; Lee and Hwang, 2019; Satti, Babar and
Ahmad, 2021). Customer satisfaction has been linked to numerous significant positive
marketing outcomes, including increased consumer loyalty, purchase intentions, market share,
profitability, and the beneficial effects like positive word-of-mouth recommendation (Szwarc,
2005; Nam, Ekinci and Whyatt, 2011). Post-purchase satisfaction is resulting from a
consumer’s general subjective judgement in terms of the quality of their decision-making,
which is not only cognitive but also emotional (Bosque and Martin, 2008; Lee and Hwang,
2019). As a result, firms have made significant financial and human resource investments into
the measurement and analysis of customer satisfaction and its subsequent improvement (Nam,
Ekinci and Whyatt, 2011; Park, Kim and Kwon, 2017).
Customers expect to be satisfied nowadays and companies need to do beyond meeting those
expectations to build long-term loyalty (Szwarc, 2005; Lee and Hwang, 2019; Perumal, Ali
and Shaari, 2021). For many organisations, “doing more” suggests that it creates a higher level
of emotional engagement with consumers than merely associated with satisfaction evaluations
(Szwarc, 2005). Customers seek delightful, unexpected, pleasant experiences, then they are far
more likely to develop into long-term followers with loyalty (Hinestroza and James, 2014;
Hassan and Iqbal, 2016). Hence, creating delighted customers requires new approaches to
customer management than more traditional satisfaction-building efforts can offer. In summary,
this research views consumer satisfaction as a consumer’s emotional response to the entire
shopping experience following the last purchase in the long-term run. When consumers are
satisfied with the brand experience, they are likely to form a continuous and effective
commitment to its products (Park, Kim and Kwon, 2017; Satti, Babar and Ahmad, 2019).
53
2.3.4.2. Consumer Loyalty
Consumer loyalty has two perspectives: behavioural loyalty and attitudinal loyalty (Lam et al.
2004; Park, Kim and Kwon, 2017). Behavioural loyalty refers to the frequency of repeat
purchase; attitudinal loyalty refers to the psychological commitment that a consumer makes in
the purchase act, such as intentions to purchase and intentions to recommend without
necessarily taking the actual repeat purchase behaviour into account (Hassan and Iqbal, 2016;
Perumal, Ali and Shaari, 2021).
How to use sensory marketing to influence the purchase result and make customers satisfied
with the shopping experience is the research question. Brakus, Schmitt and Zarantonello (2009)
explored that the more a brand evokes multiple sensory experience dimensions, the more
satisfied a consumer would be with the brand, because the experience provides value, further
discussion will be addressed in the following sections. According to the statistics (Figure 2.17)
down below, consumers demonstrate brand loyalty through several ways, the highest response
is by purchasing more products or services (Guttmann, 2018).
Figure 2.17- Consumer expressions of brand loyalty (Guttmann, 2018)
54
Therefore, this research adopts attitudinal loyalty and defines brand loyalty as the consumer’s
intention to revisit in-store or willingness to re-purchase the brand.
2.3.4.2.1. Re-visit the store and Re-purchase the brand

Re-visit or re-purchase intention is described as consumers' desire to continue their relationship
with the same service provider in the future. An individual decides to buy a particular product
and to engage with the same service provider repeatedly (Jones and Taylor, 2007; Hassan and
Iqbal, 2016; Lee and Hwang, 2019). Wade Clarke, Perry and Denson (2012) suggest that we
can only begin to design retail atmospherics conducive to influencing purchase decision-
making once we understand how customers experience in-store atmospherics. The appropriate
application of the right sensory stimuli can have a positive effect on waiting-time in-store,
which is important to lengthen the duration of shopping (Soars, 2009; Sliburyte and Vaitieke,
2019). Moreover, because experiences result from stimulations and lead to satisfaction
outcomes, organisations expect consumers to want to repeat these experiences (Brakus, Schmitt
and Zarantonello, 2009; Khan, 2016). That is, the brand experience should affect not only past-
directed satisfaction judgments but also future-directed consumer loyalty (Brakus, Schmitt and
Zarantonello, 2009; Alhedhaif, Lele and Kaifi, 2016). Retailers have therefore utilized their
store environment to create a different shopping experience as part of the selling strategy
(Parsons, 2011; Lund, 2015; Kim et al. 2016; Lee and Hwang, 2019; Theopilus et al., 2021).
As the price point of cosmetic products is relatively affordable (Kenton, 2021), consumers may
easily switch from one to another brand. Therefore, it’s crucial that organisations use sensory
strategies to differentiate products and services both from a cognitive and emotional point of
view (Kim and Moon, 2009; Nusairat et al. 2017). Once consumers are satisfied with both the
retail environment and shopping experience in a store, they should be more likely to buy this
brand again and recommend it to others and less likely to buy an alternative brand (Norman,
2008; Brakus, Schmitt and Zarantonello, 2009; Lee and Hwang, 2019), which will eventually
result as profit increase. Customers are the most valuable asset for service-oriented businesses.
The ability to understand and meet the needs of consumers is critical for the survival of
businesses. Customers should be loyal to companies if these needs are met (Sing and Khan,
2012; Perumual, Ali and Shaari, 2021). Customer retention has a direct effect on an
organization's effectiveness as well as revenue (Szwarc, 2005). Customer repurchase should
55
help businesses expand, make more profit, and gain a competitive advantage (Kim et al. 2016).
Additionally, customer retention is critical to the success of the organisation. Nowadays, in this
competitive era, developing customer repurchase intention is the key to long-term business
operation (Alhedhaif, Lele and Kaifi, 2016; Park, Kim and Kwon, 2017; Perumual, Ali and
Shaari, 2021).
2.3.5. Conclusion of consumer behaviour

To summarise, this research focuses on the consumer decision-making process in cosmetic
shopping. As cosmetics are fashion-related products with consumable and affordable attributes,
which have an easier decision-making process than a traditional one (Soloman and Rabolt,
2009; Wade Clarke, Perry and Denson, 2012; Kenton, 2021). Therefore, this research studies
the fashion-targeted decision-making process, and specifically focuses the stages that happens
in-store (Figure 2.18), when consumers personally experience the product and the service
(Waters, 2017; De Keyser et al. 2015; Keiningham et al. 2019; Manzano, Serra and Gavilán,
2019).
Figure 2.18- In-store fashion decision-making process (Soloman and Rabolt, 2009)
In addition, shopping experience with multisensory stimuli has an impact on consumer

satisfaction and consumer loyalty, which is the post-purchase outcomes (James, 2014;
Guttmann, 2018; Sliburyte and Vaitieke, 2019; Manzano, Serra and Gavilán, 2019). When
consumers have an overall pleasant shopping experience, they are more likely to have the
intention to repurchase the product and the service (Nusairat et al. 2017; Hussain, 2018; Satti,
Babar and Ahmad, 2019). Therefore, this research brings an assumption (Figure 2.19) that the
shopping experience in-store has an important influence on the post purchase outcomes.
56
Figure 2.19 - Framework part 2: Shopping Experience in-store → Post-purchase
outcomes (Researcher’s own, 2020)
2.4. Theoretical background

After a critical literature review of sensory marketing, shopping experience and consumer
behaviour research, this research raises assumptions of their relationships in the cosmetic
industry context. To synthesize the assumptions into a theoretical framework, this research
adapts the S-O-R (stimulus- organism- response) model as a reference. The following sections
address the theoretical background of this research with supportive resources and propose the
research framework with hypotheses.
2.4.1. The adaption of the S-O-R model

The original stimulus-organism-response (S-O-R) model is often used to investigate the
intervening process between a retail setting and consumer behaviour. Most theoretical
frameworks are based on the paradigm of two environmental psychologists: Mehrabian and
Russell's (1974). Donovan and Rossiter (1982) adapted the S-O-R model to retail store
atmospheres (Figure 2.20), to investigate how environmental stimuli influence a consumer's
emotional state, such as enjoyment and arousal, and how this influenced their response of
approach or avoidance. Donovan and Rossiter (1982) discovered that the store's environment
influenced a customer's emotions, which in turn influenced their actions toward the store.
57
Figure 2.20 – S-O-R model (Donovan and Rossiter, 1982)
This S-O-R paradigm has been frequently used in studying physical store environmental
stimuli which affects consumer behaviour (Chang, Yan and Eckman, 2011; Badgaiyan and
Verma, 2015; Barros et al. 2019; Lee, Lee and Kim, 2021). The effects of the environment on
human behaviour are affected by the emotional and cognitive status of the individual. The S-
O-R model, when applied to a retail store, looks at how the store's environmental stimulus
influences a person's emotional state, and how it affects their approach or avoidance reaction
(Donovan and Rossiter, 1982; Chang, Yan and Eckman, 2011; Lee, Lee and Kim, 2021).
Mehrabian and Russell (1974) also focused upon PAD (pleasure, arousal and dominance) that
influence consumer behaviour in a certain environment. This research adopts the S-O-R model
(Figure 2.21) in sensory marketing of physical store as:
Figure 2.21 – The adaption of the S-O-R model for this research
This research has reviewed works of literature in the related research area, the table down below
summarises several key theoretical supports of the S-O-R adaption for this present study. Table
2.1 provides a summary of theoretical support source examples, including three sections to
advocate relationships between Sensory marketing, Shopping experience and Post-purchase
outcomes in the framework.
• Part 1 demonstrates key sources supporting that the Sensory marketing has a positive
influence on the Shopping experience, which is the first part of the framework: Sensory
Marketing → Shopping experience.
• Part 2 addresses key sources supporting that the Shopping experience has a positive
impact on the Post-purchase outcomes, which is the second part of the framework:
Shopping experience → Post-purchase outcome.
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• The last section is the overall framework with supporting theoretical sources, which is
Sensory Marketing → Shopping experience→ Post-purchase outcome.
Table 2.1 - The summary of theoretical support conceptualization

The summary of theoretical support conceptualization
Framework Key sources Reference
Part 1: • Sensory marketing is based on the concept that we are more Randhir, Latasha,
likely to form, memorize and discover the mind when the five Tooraiven and
Sensory Marketing → senses are involved. Monishan (2016);
Shopping experience • By changing the traditional means of marketing that impact Zhang, Chang and
vision and listening, brands can establish a stronger and more Neslin (2021)
lasting emotional connection with consumers.
• The five senses of the human being are of crucial importance for Hultén, Broweus
the individual experience of different purchasing and and Van
consumption processes. Dijk (2009);
• It is through the senses that everyone becomes aware and Biswas (2019)
perceives the companies, products and brands.
• Sensory marketing is marketing that involves the senses of Krishna (2012);

consumers and affects their perception, judgment and Sanjit et al. (2020)
behaviour.
• From a managerial perspective, sensory marketing can be used
to create subconscious triggers that characterize consumers'
perceptions of abstract notions of the product (e.g.,
sophistication or quality)
• In-store environmental stimuli were positively related to Chang, Eckman

positive emotions experienced in the retail store environment. and Yan (2011)
Part 2: • A sensory experience is defined as the perception of an Hultén (2011);

individual of goods or services or other elements in the service Labrecque (2020)
Shopping experience → process.
Post-purchase outcome • It works as an image that influences the human mind and
reactions.
• All humans are influenced by multi-sensory experiences, but Labrecque,

only a small percentage of the population is aware of this. Patrick and Milne
(2013)
• The perception is fundamentally multisensory, and the Spence,

knowledge of cognitive neuroscience and marketing regarding Puccinelli, Grewal
how multisensory perception functions are going to be and Roggeveen
fundamental to understand and explain the client's experience (2014)
• The scent at the point of sale strongly affects the consumer’s Sliburyte and
intention of returning to the store Vaitieke (2019)
• It creates the image of a pleasant place and indirectly builds the
perception of the product.
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The overall • The role of sensory marketing in judging and decision-making Krishna and
framework: has raised the interest in marketing and psychology. Schwarz (2014)
• Sensory marketing involves the senses of consumers and affects Lee, Lee and Kim
Sensory Marketing → their perception, judgment and behaviour (2021)
Shopping experience →
Post-purchase outcome • Knowing how to design and apply sensory experiences can Cachero-Martínez
stimulate consumer engagement and their intention to spend and Vázquez-
more time at the retailer. Casielles (2018)
• Shopping experience has positive effects on consumer
satisfaction and loyalty.
• Sensory marketing seeks to create a positive experience through Hassan and Iqbal
the five human senses, making consumers fall in love before, (2016)
during and after the purchase decision
• The organisation should focus on sensory marketing stimuli and Perumal, Ali and
try to provide a good experience to the customers, which will Shaari (2021)
result in re-purchase intention. Lee, Lee and Kim
(2021)
2.4.2. The research framework and hypotheses

Sensory marketing strategies work as stimulations that influence consumer shopping
experience in-store, which subsequently derives consumer post-purchase outcomes as
responses (Krishna and Cian and Sokolova, 2016; Hassan and Iqbal, 2016; Satti, Babar and
Ahmad, 2019; Labrecque, 2020; Lee, Lee and Kim, 2021). This study has investigated sensory
marketing in detail, which will explore five sensations from two perspectives: physical design
in-store and service support from retailing staff. For example, sensory marketing visual
stimulus will be divided into visual stimulus of physical design in-store (short as “Visual Store”)
and visual stimulus of service support from retailing staff (short as “Visual Staff”), and so on.
Shopping experience is a series of connections that consumers have with a brand through a
variety of multi-sensory channels, which aim to cause a positive emotional engagement with
the brand in-store (Sullivan and Heitmeyer, 2008; Xu and Cliquet, 2013; Spence et al. 2014;
Jeong, Im and Kim, 2017; Cachero-Martínez and Vázquez-Casielles, 2018). Fashion
purchasing may not be a need of problem-solving but a random desire of fashion object
(Soloman and Rabolt, 2009; Soloman et al. 2019), therefore the possibility of impulse buying
behaviour is higher in the fashion decision-making process than traditional one, especially
cosmetic products have a more affordable price. An overall shopping experience will
optimistically lead to post-purchase outcomes. Post-purchase outcomes are the behavioural
response of consumers, whether they feel satisfied and have the intention to repeat the
experience with a brand (Hassan and Iqbal, 2016; Alhedhaif, Lele and Kaifi, 2016; Satti, Babar
and Ahmad, 2019; Perumual, Ali and Shaari, 2021). Therefore, the positive consumer post-
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purchase outcomes are the satisfaction of purchase, the willingness to re-visit the store and
willingness to re-purchase the brand. Thus, this research proposes the final framework (Figure
2.22) below:
Figure 2.22 - The research framework (Researcher’s own, 2020)
This study tests the framework in the cosmetic industry for targeted female consumers’
physical store shopping experience in the UK market. Therefore, according to the framework,
this study brings up hypotheses as below:
• H1a Visual Store: The physical design of the store’s visual setting has an important
influence on the cosmetic shopping experience in-store.
• H1b Visual Staff: The retailing staff and their visual appearance have an important
• H2a Smell Store: The physical design of the store’s smell setting has an important
• H2b Smell Staff: The retailing staff and their scent have an important influence on the
cosmetic shopping experience in-store.
• H3a Sound Store: The physical design of the store’s sound setting has an important
• H3b Sound Staff: The retailing staff and their voice service have an important influence
on the cosmetic shopping experience in-store.
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• H4a Touch Store: The physical design of the store’s touch setting has an important
• H4b Touch Staff: The retailing staff and their touch service have an important influence
on the cosmetic shopping experience in-store.
• H5a Taste Store: The physical design of the store’s taste setting has an important
• H5b Taste Staff: The retailing staff and their food/drink service have an important
• H6a: Shopping experience in-store of cosmetics has an important influence on the
satisfaction of purchase.
• H6b: Shopping experience in-store of cosmetics has an important influence on the
willingness to re-visit the store.
• H6c: Shopping experience in-store of cosmetics has an important influence on the
willingness to re-purchase the brand.
2.5 Chapter Summary

In conclusion, Chapter 2 has critically reviewed related literature to provide the theoretical
groundwork of this research and highlight research gaps in Sensory marketing, Shopping
experience and Consumer behaviour areas. This research adopts the S-O-R model (Donovan
and Rossiter, 1982; Chang, Eckman and Yan, 2011; Lee, Lee and Kim, 2021) as the theoretical
foundation and adapts it to a new framework: Sensory marketing (S) – Shopping experience
in-store (O) – Post-purchase outcome (R). First, this research classified five sensory stimulus
Visual, Smell, Sound, Touch and Taste into two categories: stimulus from the physical store
design and stimulus from the retailing staff service, in summary, ten sensory marketing factors
in total. Based on the literature review of sensory marketing, this research brings ten
assumptions that each sensory marketing factor has an important influence on the consumer
shopping experience in-store. Thus, the first part of the research framework has been
synthesised with ten hypotheses (H1a -H5b). Furthermore, this research reviewed literature
that is related to the shopping experience and consumer behaviour, which highlighted how in-
store experience could have an influence on the consumer decision-making process and post-
purchase outcome. Therefore, this research brings the second part of the framework, three
hypotheses on shopping experience in-store has an important influence on each of post-
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purchase outcomes, namely, the satisfaction of purchase, willingness to re-visit the store and
willingness to repurchase the brand. This chapter provided the theoretical support of the
research aim and illustrated how the research framework was generated. The next chapter –
Chapter 3 Methodology, precisely designed three studies to achieve research objectives and
test proposed hypotheses with compatible research techniques.
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Chapter 3. Methodology
To reach research objectives and test the proposed framework in the research context, this
research’s methodology is designed as following sections. First section is research philosophy,
after comparison of assumptions of different paradigms, this Ph.D. research is well matched
with a pragmatist perspective, which accepts multiple realities with the purpose of providing
pragmatic solutions and practical outcomes (Saunders, Lewis and Thornhill, 2015; Winit-
Watjana, 2016). Secondly, based on the pragmatic philosophical stance, this research adopts
an abductive approach with an explanatory research design style, to study new adapting
theories for sensory marketing, which subsequently test through data collection and then
develop further improvements of theory (Blumberg, Cooper and Schindler, 2014; Shannon-
Baker, 2016). In addition, in order to answer broader and more complete research questions,
this Ph.D. research selected a mixed method to investigate stronger evidence for a conclusion
through convergence and corroboration of findings (Bryman, 2004; Biddle and Schafft, 2014;
Barnes, 2019). Both qualitative and quantitative methods were used to collect primary data in
this research, including three studies: Study 1- Interviews with organisations; Study 2-
Questionnaire survey with consumers; Study 3- Interviews with consumers.
Each section has addressed justifications for how and why the specific methodology was
adopted. The summary of methodology selections (Table 3.1) for this Ph.D. research is:
Table 3.1 - The summary of methodology
Adoption for this research
Research Philosophy Pragmatism
Research Approach Abduction
Research Design Style Explanatory
Research Method Mixed method research
Research Design Study 1- Qualitative - Interview with organisations
Study 2 - Quantitative- Questionnaire with consumers
Study 3 - Qualitative - Interview with consumers
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3.1. Research philosophy
Choosing the right philosophical stance is vital for every research project (Bryman and Bell,
2007), as it not only determines the methodological tools used, but also influences the way data
is analysed. The term research philosophy refers to a system of beliefs and assumptions about
the development of knowledge, which is precisely what you are doing when embarking on
research: “developing knowledge in a particular field” (Saunders, Lewis and Thornhill, 2015,
P.124). The research philosophy addresses the beliefs, values and principles underlying a
detailed study (Onwuegbuzie, Johnson and Collins, 2009). Each stage of a research will make
a number of types of assumptions, which includes assumptions about human knowledge
(epistemological assumptions) and about the realities that encounter in the research
(ontological assumptions) and the extent and ways your own values influence your research
process (axiological assumptions) (Saunders, Lewis and Thornhill, 2015). These assumptions
inevitably shape the understanding of research questions, the choice of methods and the way
of interpreting findings (Crotty, 1998). Eventually, this will lead to designing a coherent
research project, in which all elements of research fit together. A well-thought-out and
consistent set of assumptions will establish a credible research philosophy; meanwhile,
researchers need to be aware of the philosophical commitments that are made through the
choice of methodology, research strategy and data collection techniques and analysis
procedures (Johnson and Clark, 2006), since this will have a significant impact on how the
research will be conducted. The method of philosophy is introspective and reflective.
Philosophy strives to be of universal appeal and curriculum is based on intuitions and on grasp
of the meanings of the world (Bryman and Bell, 2007). In terms of developing and designing
an own research project, one intrinsic part is to recognise those philosophical disagreements
(Saunders, Lewis and Thornhill, 2015).
As said in Figure 3.1 down below, research philosophy is an approach that selects a suitable
and appropriate methodology to answer a research question (Winit-Watjana, 2016). Research
philosophy is generally an overarching term indicating “the school of thought that underpins
the development of knowledge and the nature of that knowledge in relation to
research” (Saunders, Lewis and Thornhill, 2015; Winit-Watjana, 2016, P.429)
65
Figure 3.1 - The relationship of research philosophy, problems and methodology (Winit-
Watjana, 2016)
The research philosophy addresses the beliefs, values and principles underlying a detailed study.
The essence of philosophy involves thinking about questions, trying out ideas, making
interpretations, thinking of possible arguments for and against them and finding out how
concepts really work (Onwuegbuzie, Johnson and Collins, 2009). It also offers a framework of
thinking, helps develop capacities of thinking and improves the alignment of what an individual
thinks and what he does (Cresswell, 1994; Johnson and Clark, 2006). The heart of philosophy
is systematic examination of the assumptions and common wisdoms that underlies thought and
action (Saunders, Lewis and Thornhill, 2015).
3.1.1. Research assumptions

There are three types of research philosophies assumptions to distinguish research philosophies:
ontology, epistemology, and axiology (Saunders, Lewis and Thornhill, 2015; Zaidi and Larsen,
2018). Denzin and Lincoln (2005) argued them as: ontology-being; epistemology-knowing and
axiology-acting. These philosophical knowledge claims represent a set of fundamental
66
assumptions in relation to the world and the researcher (Aliyu, et al. 2015). Cresswell (1994)
defined them in terms of what is reality/knowledge:
• What is the nature of reality? (A question of ontology)
• What is the relationship of the researcher to that research? (A question of epistemology)
• What is the role of values? (A question of axiology)
Ontology focuses on assumptions of the nature of knowledge and reality (Aliyu, et al. 2015).
It describes a researcher’s viewpoints on the nature of reality, being or existence (Steup, 2010;
Winit-Watjana, 2016). Moreover, the ontological assumptions shae the way in which the
researcher sees and studies his/her research objects (Saunders, Lewis and Thornhill, 2015).
Epistemology concerns to establish the relationship between the knower (the researcher) and
the known (what is researched or reality) (Winit-Watjana, 2016), which refers to beliefs about
how the knowledge is construed (Bryman and Bell, 2007). Epistemological assumptions are
about what constitutes acceptable, valid and limits of that knowledge, whereas ontology may
seem rather abstract, the relevance of epistemology is more obvious (Saunders, Lewis and
Thornhill, 2015).
Axiology investigates personal values and ethics within the research process, this incorporates
questions about how researchers deal with both their own values and research participants
(Guba, 1990; Winit-Watjana, 2016). Researchers own values play a role in all stages of the
research process, which is of great importance to credible research results (Saunders, Lewis
and Thornhill, 2015). Researchers demonstrate axiological skill by being able to speak of their
values as a foundation for making judgments about what research they are conducting and how
they are doing it, simply put is people’s values are the guiding reason for all human action
(Biddle and Schafft, 2015). Researcher’s choice of philosophy or data collection techniques
reflects one’s values (Saunders, Lewis and Thornhill, 2019).
The following sections elaborate research philosophy from three dimensions: ontological,
epistemological, and axiological, and justify the adoption of philosophical stance for this
research.
3.1.1.1. Ontology: Objectivism and Subjectivism

Objectivism entails that the social entity in question adheres to an external objective reality,
which is independent from the researcher and other social actors (Bryman, 2004; Hatch and
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Cunliffe, 2006). This means that objectivists consider social entities as physical entities of the
natural world, in terms of they exist independently of how we think of them, label them, or are
aware of them (Saunders, Lewis and Thornhill, 2015). As social and physical phenomena exist
independently, being universal and enduring in character, the objectivist can study them in the
same way a natural scientist would study nature (Saunders, Lewis and Thornhill, 2015).
Subjectivism is at the opposite extreme there lies, which implies that social entities can and
should be considered social constructions built upon the perceptions and actions of social actors
(Nightingale and Cromby, 2002). Unlike the objectivist who seeks to discover universal facts
and laws governing social behaviour, the researcher with a subjectivism stance is interested in
different opinions and narratives that help to explore different social realities of different social
actors (Saunders, Lewis and Thornhill, 2015).
The Table 3.2 down below compared the objectivist and subjectivist extremes in relation to the
three types of philosophical assumption.
Table 3.2 - The comparison of Objectivism and Subjectivism (Saunders, Lewis and
Thornhill, 2015)
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As said by the table, epistemologically, objectivists seek to discover the truth about the social
world through the medium of observable and measurable facts, from which law-like
generalisations can be drawn about the universal social reality (Saunders, Lewis and Thornhill,
2015). Axiologically, since the social entities and social actors exist independently of each
other, objectivists seek to keep their research free of values, which they believe could bias their
findings (Saunders, Lewis and Thornhill, 2015). Therefore, they try to remain detached from
their own values and beliefs throughout the research process (Hall, 2013; Saunders, Lewis and
Thornhill, 2015). This ontological stance aims at discovering the laws that govern business
management behaviour to predict how the management team would act in the future (Bryman
and Bell, 2007). For this research with questions to discover how the organisations could design
and apply better sensory marketing strategies in the future, and use facts to test the framework,
therefore, the adopted ontological stance is objectivism.
3.1.1.2. Epistemology: Positivism, Interpretivism and Pragmatism

Positivism is an archetype that has been adapted from and is closely linked to the natural
sciences (Guba, 1990; Lewis and Thornhill, 2015). This entails working with an observable
social reality and the end product can be law-like generalisations similar to those in the physical
and natural sciences (Hall, 2013). Researcher is independent from that being researched
(Bryman, 2004).
Interpretivism, contrarily to positivism, believes that research cannot be objective, but rather
is a subjectivist philosophy, as the researcher interacts with that being researched and be part
of the observation process (Bryman and Bell, 2007; Blumberg et al., 2005), which emphasises
that human beings are different from physical phenomena because they create meanings.
Interpretivists study meanings to create new, richer understandings of organisational realities
(Creswell, 1994).
Pragmatism asserts that realities are only relevant where they support action (Saunders, Lewis
and Thornhill, 2015; Burrell and Morgan, 2017). The notion of pragmatism is “what works”,
and accepts multiple realities with the purpose of providing pragmatic solutions or outcomes
(Morgan, 2014; Winit-Watjana, 2016). To pragmatists, truth is what is useful and practical,
knowledge is what is enabling actions to be carried out successfully (Winit-Watjana, 2016;
Burrell and Morgan, 2017).
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The Table 3.3 down below summaries the comparison of Positivism, Interpretivism and
Pragmatism through three philosophical dimensions and typical research methods.
Table 3.3 - The comparison of Positivism, Interpretivism and Pragmatism (Saunders,

Lewis and Thornhill, 2015)
According to Table 3.3, for a pragmatist, research focuses on problems and interests in practical
outcomes (Saunders, Lewis and Thornhill, 2015). Ontologically, reality is the practical
consequences of ideas, research may have considerable variation in terms of how objectivism
or subjectivism it turns out to be (Hall, 2013; Saunders, Lewis and Thornhill, 2015).
Epistemologically, truth and knowledge are those that enable successful actions and problem-
70
solving solutions (Saunders, Lewis and Thornhill, 2015; Burrell and Morgan, 2017). For this
research, the researcher needs to identify practical meaning of knowledge in the specific
context - how to effectively apply sensory marketing in the cosmetic industry, and provide
useful suggestions for future improvement as contribution. Unlike positivism and
interpretivism that share extreme stances on quantitative measurements or qualitative
approaches, pragmatism embraces any methods that lead to practical solutions (Winit-Watjana,
2016). Besides using quantitative data and large samples to test research hypotheses, this
research adopts qualitative actions to explore new information from the context, if the method
enables credible, reliable and relevant data to be collected then advance the research (Kelemen
and Rumens, 2008). Therefore, the adopted epistemological stance is pragmatism.
3.1.1.3. Axiology
According to the selection of ontological stance - objectivism and epistemological stance -
pragmatism, the researcher should balance the value laden degree. As an objectivist, the
researcher should detach personal value from the research, but as a pragmatist, the research
could be initiated and sustained by the researcher’s doubts and beliefs (Saunders, Lewis and
Thornhill, 2015). Therefore, the researcher’s value, experience, belief and idea could be a
source of reinforcing research not to be an obstacle in the way of reaching the truth. But it does
not mean any form of bias is acceptable, if the researcher directed the research results in a
predetermined way to reflect certain values, he/she believes in, that’s unacceptable (Maarouf,
2019). In conclusion, for this research, the researcher should be mainly independent from the
data with an objective stance but could be biased only by the degree of necessary to enhance
the research and help to answer the research questions (Maarouf, 2019), which is partly value-
laden (Winit-Watjana, 2016).
3.2. Research Approach

The logic of inquiry reveals the research reasoning, for example, deduction, induction or their
combination, which can be used to deal with required knowledge based on a theory or data
observation (Winit-Watjana, 2016). Details of these approaches will be later elaborated in this
section. There are three contrasting approaches to theory development: deductive, inductive
and abductive.
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3.2.1. Deductive approach
If a research starts with theory, often developed from reading of the academic literature, then
the researcher designs a research strategy to test the theory, this a deductive approach. A
deductive approach deals with theories that already exist, from which a researcher deduces a
set of hypotheses. Through conducting a research project, after data collection, the analysis
result should either test the hypothesis is true, thus supporting the existing theory, or proves
the hypotheses to be false, thereby suggesting further improvements to the theory (Bryman,
2004; Blumberg, Cooper and Schindler, 2014).
3.2.2. Inductive approach

If a research starts by collecting data to explore a phenomenon and then the research generates
or builds theory (often in the form of a conceptual framework), this is an inductive approach.
In an inductive approach, the researcher starts a study within an area and then can emerge the
theory from the data (Saunders, Lewis and Thornhill, 2019). Therefore, it can best be described
as a “systematic procedure for analysing qualitative data” (Thomas, 2006).
3.2.3. Abductive approach

If a researcher is collecting data to explore a phenomenon, identify themes and explain patterns,
to generate a new or modify an existing theory that subsequently tests through additional data
collection, this is an abductive approach (Saunders, Lewis and Thornhill, 2019). Unlike
deduction that moves from theory to data or induction that moves from data to theory, an
abductive approach moves back and forth, which effectively combines deduction and induction
(Suddaby, 2006).
3.2.4. The adoption of research approach - Abduction

Approach selection depends on the emphasis of the research and the nature of the research
topic. For a topic that has a wealth of literature from which researchers can define a theoretical
framework and a hypothesis lends itself, it’s more readily deductive. When a research with a
new topic, the existing debate and literature is relatively less, an induction may work more
appropriately by generating data and analysing and reflecting upon what theoretical themes the
data are suggesting (Saunders, Lewis and Thornhill, 2015). A comparison between deductive
approaches, inductive approaches and abductive approaches are summarised as the Table 3.4
down below (Saunders, Lewis and Thornhill, 2015). As said by Table 3.4, deductive and
inductive research approaches can be obviously differentiated from a theoretical basis
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(Saunders, Lewis and Thornhill, 2015), but there is no such a clear boundary between the two
concepts (Guba, 1990; Carey, 2013). As the discussion of abduction, it is possible to combine
deduction and induction within the same piece of research (Carey, 2013).
Table 3.4 – Deduction, induction and abduction: from reason to research (Saunders,
Lewis and Thornhill, 2015)
A topic like this research, there is a wealth of information in the retail environment and
consumer behaviour research area but far less in the sensory marketing context, therefore, it
may lend itself to an abductive approach enabling researchers to modify an existing theory and
generate new theory. This is corresponded with the philosophical stance of this research, from
a pragmatic viewpoint, both deductive and inductive approaches can be employed to obtain
practical knowledge and answer research questions (Winit-Watjana, 2016). From an objectivist
perspective, the data is collected from observable social reality, the phenomenon and results
can be quantified and law-like generations (Saunders, Lewis and Thornhill, 2015). In
conclusion, abduction is the overall configuration of a research that involves questions about
what kind of evidence is collected and from where, and how such evidence is interpreted to
fulfil the research aim (Li, Easterby-Smith and Bartunek, 2009).
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3.3. Research design styles
The researchers are encouraged to think about the research project in terms of the question that
they wish to answer, the way of asking this research question will inevitably involve either an
exploratory, descriptive, or explanatory etc. purpose, or some combination of these (Blumberg,
Cooper and Schindler, 2014; Saunders, Lewis and Thornhill, 2015). The following subsection
will compare different research design styles and justify the most appropriate one for this
research.
3.3.1. The adoption of research design style - Explanatory

Business research is conducted for specific purposes, the purpose of this research is to test the
sensory marketing frameworks, and to find out how to improve shopping experience by
applying effective sensory marketing strategies for the cosmetic industry. Therefore, five
business research design styles as reporting, descriptive, explanatory, predictive, and
exploratory are briefly summarised as Table 3.5 down below (Blumberg, Cooper and Schindler,
2014).
Table 3.5 - Five business research design styles (Blumberg, Cooper and Schindler, 2014)
Research Brief definition

style
Reporting • Data is gathered, and evidence is presented showing statistical proof and
writing a report highlighting the key findings.
• Commonly found within natural science research projects.
Descriptive • To explore answers to ‘w-question words’ including who, what, when, and
where.
• Provide a more detailed insight into the specific case studied by looking at
the context in which it exists.
• Does not allow for a detailed answer as to why something occurs.
Explanatory • Embedded in a theoretical framework, answering the research problem

through creating hypotheses.
• Look at the relationship between variables and therefore goes beyond the
descriptive approach, by giving an explanation as to ‘why’ and ‘how’ an
event has happened.
Predictive • Similar with explanatory research, as it tries to provide an answer for an event
that has occurred in the past.
Exploratory • Aim to “discover ideas and insights” about a specific phenomenon, thereby
developing a new theory.
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According to Table 3.5, the research aim and research questions of this thesis fit
with Explanatory style research designs. The research aims at examining the relationship
between variables, including sensory marketing, shopping experience and post-purchase
outcomes that are addressed in the proposed framework. Meanwhile, this research answers the
research problem through creating and testing hypotheses. As mentioned, the explanatory style
gives explanation to ‘why’ and ‘how’, which corresponds with the research objectives, “why
the organisation designs the multi-sensory environment?” and “how the consumer response to
it” etc (Blumberg, Cooper and Schindler, 2014).
In conclusion, to understand ‘why’ and ‘how’ these multi-sensory strategies are used in the
store environment design, additionally, investigate consumer’s reaction to them and the
interaction between factors occurs in the shopping process. Moreover, as the emphasis in
explanatory research is to study a situation or a problem, an analysis of quantitative data can
verify the relationship between variables, such as how sensory marketing influences consumer
shopping experience and post-purchase outcome. In addition, the researcher can collect
qualitative data to explain the reasons why the situation or problem happened (Saunders, Lewis
and Thornhill, 2019). In conclusion, the explanatory research style is corresponded with a
pragmatism point of view, using practical methods to advance the research.
3.4. Research method

The methodological choice of a research is categorised as Figure 3.2 down below. Researchers’
philosophical assumptions inform their methodological choice, to fulfil the purpose of research,
they can adopt different methods or combine them in a coherent way to address research
questions (Saunders, Lewis and Thornhill, 2015).
Figure 3.2 – Methodological choice (Saunders, Lewis and Thornhill, 2015)
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This section compares different research methods: quantitative research, qualitative research
and mixed method research, through their associations to philosophical assumptions and
research approaches. In the end, a justification of the adoption of mixed method research is
addressed.
3.4.1. Quantitative research

One-way of differentiating quantitative research from qualitative research is to distinguish
between numeric data (numbers) and non-numeric data (words, images, video clips and other
similar material). In this way, ‘quantitative’ is often used as a synonym for any data collection
technique (such as a questionnaire) or data analysis procedure (such as graphs or statistics) that
generates or uses numerical data (Östlund et al. 2011; Shannon-Baker, 2016). Quantitative
research method believes that social observations should be treated as entities in much the same
way that physical scientists treat physical phenomena, which is generally associated with
positivism (Saunders, Lewis and Thornhill, 2015; Baškarada and Koronios, 2018). But in some
data collection, information that is based on opinions of people or organisations, sometimes
referred to as “qualitative” numbers. In such cases, some research may be conducted in a
quantitative way but may be seen to partly fit within an interpretivist, or also within pragmatist
philosophies (Östlund et al. 2011; Saunders, Lewis and Thornhill, 2015). Quantitative research
is usually associated with a deductive approach, where the focus is on using data to test theory.
However, it may also incorporate an inductive approach, where data are used to develop theory
(Shannon-Baker, 2016).
3.4.2. Qualitative research

In contrast with quantitative research, ‘qualitative’ is often used as a synonym for any data
collection technique (such as an interview) or data analysis procedure (such as categorising
data) that generates or uses non-numerical data (Creswell, 2007; Shannon-Baker, 2016).
Qualitative research studies participants’ meanings and the relationships between them.
Qualitative research method supposes that knower and known cannot be separated because the
subjective knower is the only source of reality (Guba, 1990; Given, 2008), which is generally
associated with an interpretive philosophy (Östlund et al. 2011). However, like quantitative
research, qualitative methods can also be used in a quantitative way, such as highly structured
research design and quantify the data by counting frequency etc. Therefore, qualitative research
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may also be adopted by pragmatist researchers (Saunders, Lewis and Thornhill, 2015).
Qualitative research generally commences with an inductive approach to build theory or to
develop a richer theoretical perspective than current literatures, by using a naturalistic and
emergent research design (Saunders, Lewis and Thornhill, 2015). However, sometimes a
qualitative research starts with a deductive approach, to test an existing theory using qualitative
procedures (Creswell, 2007; Given, 2008). Thus, a lot of qualitative research practically use
abductive approaches to develop theories, where inductive strategies for development and
deductive ones for testing iteratively throughout the research (Saunders, Lewis and Thornhill,
2015; Baškarada and Koronios, 2018).
An overview comparison between quantitative and qualitative research method is summarised

as Table 3.6:
Table 3.6 An overview comparison between qualitative and quantitative research method
(Shannon-Baker, 2016)
Research Aspect Qualitative Research Quantitative Research
Common purpose Discover ideas, with general research objects Test hypotheses or specific research
questions
Approach Observe and interpret Measure and test
Research independence Researcher is intimately involved. Results are Researcher uninvolved observer.
subjective Results are objective
Samples Small samples – often in natural setting Large samples to produce

generalisable results
Type of data collect Non-numerical narrative and visual data Numerical data
Period of data collection Longer period Shorter period
Research problem Research problems and methods evolve as Hypotheses and research procedures
understanding of topic deepens stated before
Manipulation of context No Yes
Research procedures Relies on categorising and organising data into Relies on statistical procedures
patterns to produce a descriptive, narrative
synthesis
Participant interaction Extensive interaction Little interaction
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3.4.3. Mixed method research
Mixed methods research (MMR) is a combination methodology, which utilises both
quantitative and qualitative methods within a single study in order to provide more
comprehensive insights (Shannon-Baker, 2016). The value of mixed methods research is
increasingly recognized because it can potentially capitalize on the respective strengths of
quantitative and qualitative approaches (Östlund, et al. 2011; Shannon-Baker, 2016).
For this Ph.D. research, mixed method research is adopted as the methodological tool, which
echoes with pragmatism that both quantitative and qualitative methods are employed to obtain
practical knowledge, any methods leading to pragmatic solutions is useful (Winit-Watjana,
2016). Researchers can use the strengths of an additional method to overcome the weaknesses
in another method (Van Griensven, Moore and Hall, 2014; Baškarada and Koronios, 2018).
Next section starts with a justification of the selected research method: mixed method research.
3.4.4. The adoption of research method - Mixed method research

Mixed method research design is selected as the methodological tool for this research, without
missing out on phenomena occurring when utilizing quantitative approach or producing
incomprehensive results when analysing limited qualitative data (Saunders, Lewis and
Thornhill, 2015; Shannon-Baker, 2016). The mixed methods research characteristics highlight
how quantitative and qualitative methods may be combined in a number of ways to provide
researchers with better opportunities to answer their research questions (Tashakkori and
Teddlie, 2010; Van Griensven, Moore and Hall, 2014).
As a researcher with a pragmatism stance, who believes that the truth is what is really useful
and practical (Winit-Watjana, 2016). To accommodate the aim of providing pragmatic
solutions and outcomes, researchers usually start from data collection,through pattern
formation to theory creation, in addition, research hypotheses can be formulated based on a
theory and then tested (Tashakkori and Teddlie, 2010; Winit-Watjana, 2016). In conclusion,
researchers with pragmatic philosophy see the linkage of facts and values, and conduct research
with several qualitative and quantitative methods (Winit-Watjana, 2016). Both quantitative and
qualitative research are valued by pragmatists and the exact choice will be contingent on the
particular nature of the research (Van Griensven, Moore and Hall, 2014).
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As a research follows explanatory design style, which emphasizes the study of a situation or a
problem so as to explain the relationship between variables (Saunders, Lewis and Thornhill,
2015; Baškarada and Koronios, 2018). For example, this research can collect qualitative data
to find out how the organisation designs their store environment and staff service and why they
apply sensory marketing strategies in such a way, then conducts quantitative research to test
consumers’ response and analyse the relationship between variables.
Additionally, studies with related research topics in sensory marketing carried out both
qualitative approaches (i.e. focus groups, interview, etc.) to help identify the factors that drive
consumer liking, providing companies the understanding needed to optimize new products and
services; and quantitative methods (i.e. questionnaire, etc.) to find out how sensory marketing
contributes to creating consumer comfort, and how a comfortable shopping experience impacts
consumers' perceptions of shopping behaviour (Parsons, 2011; Géci, et al. 2017; Nusairat et al.
2017; Riza and Wijayant, 2018, Perumal, Ali and Shaari, 2021, etc.)
In mixed methods research design, qualitative and quantitative techniques are combined in a
variety of ways, which range from simple, concurrent forms to more complex and sequential
forms (Saunders, Lewis and Thornhill, 2015). The ways of how they may be combined are
presented as Figure 3.3 down below:
Figure 3.3 – Mixed methods research design (Saunders, Lewis and Thornhill, 2015)
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In conclusion, this Ph.D. research adopted a sequential multiphase mixed methods research
to answer research questions. The research is designed with three studies, including both
quantitative and qualitative techniques: Study 1 qualitative research method - interviews with
organisations; Study 2 quantitative research method - questionnaire with consumers; Study 3
qualitative research method – interviews with consumers, which are further addressed in
section 3.6. Research design for this research.
3.5. Research Ethic

As the researcher designs and prepares the study, seeks access to organisations and individuals,
collects, analyses, manages, and reports the data, ethical issues will arise. Ethics refers to the
principles of conduct that govern your conduct in relation to the interests of those who become
the focus of your work or are influenced by it in the sense of study. A variety of factors can
affect behaviour standards (Saunders, Lewis and Thornhill, 2015; Bos, 2020). The
appropriateness or acceptability of a researcher's behaviour will be affected by wider social
norms. A social norm specifies the type of behaviour that an individual should exhibit in each
situation; however, the prevailing norms of behaviour will allow for a wide variety of ethical
positions. The philosophical underpinnings of research ethics often show that a researcher's
behaviour can be subject to opposing and contradictory ethical positions (Bell and Bryman,
2007).
The widespread establishment of codes of ethics, which typically include a set of principles
that explain the essence of ethical research and a statement of guidelines to direct the researcher,
has resulted from attempts to solve ethical dilemmas resulting from differing social norms and
competing philosophical approaches (McAreavey and Muir, 2011; Bos, 2020). In codes of
ethics, general types of ethical concerns are recognised. There are ethical questions that arise
in a variety of research methods. Rather than writing highly comprehensive and prescriptive
regulations to predict and address these issues with each research methodology, codes of ethics
instead include a collection of guidelines that researchers can apply to their own and others'
research (Suanders, Lewis and Thornhill, 2015).
There are a range of ethical guidelines that have been established to recognise ethical concerns
that arise in a variety of research approaches, which are outlined in Table 3.7.
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Table 3.7 - Ethical principles and the ethical rationale for and development of each
principle (Saunders, Lewis and Thornhill, 2019, P.257)
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Researchers must consider how they can obtain access to conduct research as well as any
ethical issues that might occur during the study. A good research idea could flounder and prove
impractical or problematic if the researcher is not carefully considering how to access the data
and acting ethically (Sekaran and Bougie, 2013; Bos, 2020). Business and management
research almost often involves human beings as participants. Ethical issues are highest where
a research involves human participants, regardless of whether the research is performed person-
to-person (Bell and Bryman, 2007). Most universities and an increasing number of
organisations require researchers to apply for formal Research Ethics Committee approval,
prior to undertaking business and management research (Suanders, Lewis and Thornhill, 2019).
This research is evaluated and approved by the Research Ethics Committee approval of the
University of Manchester.
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3.5.1. Ethical consideration in research process
Several ethical considerations must be considered during the research process to ensure the
safety and wellbeing of the research participants, Suanders, Lewis and Thornhill (2019)
summarised ethical issues at different stages of research as Figure 3.4.
Figure 3.4 - The Ethical issues at different stages of the research process (Saunders,
Lewis and Thornhill, 2019, P.264)
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As said by the Figure 3.4, the research process consists of several distinct research stages,
namely, the process of designing the research also known as: formulating and clarifying the
research topic, designing the research, and gaining access, collecting the data, processing and
storing the data, analysing the data and reporting findings (Suanders, Lewis and Thornhill,
2019). Each of these stages has a specific set of ethical principles, ideals and/or issues
associated with it. Research ethics are the guidelines that are utilised to ensure that (Mertens
and Ginsberg, 2009). As in the case of human-centred study, which focuses on individuals
rather than things, these considerations are particularly important (Tangwa, 2014).
Most ethical issues can be initially anticipated and considered at the beginning stage. During
the complete research process, the researcher should ensure clear communication of study
processes and findings to all participants that all participants are free from harm in all ways
and formats (Mertens and Ginsberg, 2009; Tangwa, 2014). Moreover, of paramount
importance, the researcher’s own safety while collecting the data needs to be ensured as well.
The researcher should avoid revealing personal information such as home address or telephone
number and carefully choose the research location with safety and health considerations
(Suanders, Lewis and Thornhill, 2019). The ethical issues of confidentiality and anonymity are
vital during the research process, from collection to reporting the data. The researchers should
be aware that even participants approved to reveal their identities, this may adversely affect the
findings by readers may have bias on research participants (Sekaran and Bougie, 2013; Bos,
2020).
These ethical considerations would allow a researcher to avoid possible social capital waste,
ensuring that research findings meet the criterion of consciously doing good in the society
(Tangwa, 2014; Suanders, Lewis and Thornhill, 2019). The following sections address the
ethical issues in the interview and the questionnaire research process.
3.5.2. Ethical issues in interviewing

An interview approach is a moral enterprise. The interviewees are affected by the human
interaction and communication in the interview, and the experience gained from an interview
inquiry influences people’s perception of the human condition. (Gummesson, 2000; Kvale,
2007). As a result, moral and ethical questions abound in interview study. Because of the
dynamics of researching private individuals’ lives and putting accounts in the public domain,
interview research raises ethical concerns. (Marshall and Rossman, 2016; Brinkmann, Kvale
and Flick, 2018). The participants' informed consent to participate in the study, the participants'
84
confidentiality, the implications of participating in the research project, and the researcher's
involvement in the study are all covered by ethical guidelines for social science research
(Guillemin and Gillam, 2004; Kvale, 2007). There are four general guidelines of ethical
considerations in interviewing:
• Informed consent involves telling research participants about the overall purpose and
procedure of the interview and the major design features, as well as the potential risks
and benefits of participating in the study, while also giving them the option to withdraw
at any time. (Guillemin and Gillam, 2004; Kvale, 2007).
• Research confidentiality, which means no personal information about the participants
will be disclosed. Participants have the right to keep privacy of research subjects and
raise ethical and scientific questions. Also include details about who may have access
to it; the researcher's right to report the whole interview or portions of it; and the
interviewee's potential access to the recording and analysis of the interviews (Parker,
2011; Brinkmann, Kvale and Flick, 2018).
• An interview research’s consequences need to be considered in terms of potential harm
to participants and the expected benefits of participation. The transparency and
intimacy of the interview may be seductive, leading participants to reveal details that
they might later regret. (Gummesson, 2000; Kvale, 2007; Marshall and Rossman, 2016).
• The researcher as an individual is critical for the quality of the scientific knowledge and
for the soundness of ethical considerations in an interview process (Parker, 2011).
Moral research behaviour includes the researcher's moral honesty, awareness, and
dedication to moral concerns, as well as intervention (Kvale, 2007; Brinkmann, Kvale
and Flick, 2018).
The majority of study ethical standards are expressed in general terms. Since there are few
standard rules to obey, the researcher must rely on his or her own judgement for the most part.
As a result, an interviewer is constantly forced to make decisions about the consequences of a
response to pursue and which connotations are too sensitive to follow with the interviewee
(Gummesson, 2000).
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3.5.3. Ethical issues in questionnaire
Regardless of how brief the interaction, there is a social connection during the survey process;
a partnership exists between researchers and participants during the survey process. Moreover,
like all relationships, survey relationships perform best when all parties concerned treat each
other with openness, integrity, and respect (Panter and Sterba, 2011; Little, 2013). It is not only
the right thing to do, but also because the future of survey research is at stake. (Cowles and
Nelson, 2015). When writing a questionnaire, the researcher can help differentiate true market
research from direct marketing by treating respondents frankly, openly, and respectfully (Brace,
2013). From an ethical point of view, there should be a participant information sheet at the
beginning of the survey, which gives participants or potential participants the information that
they need to be able to make an informed decision about whether or not they are consented and
prepared to cooperate in the study (Groves, Presser and Dipko, 2004; Snijkers et al. 2013).
Additionally, sensitive questions In the UK sensitive subjects that need to be carefully avoided,
which are defined as including (Brace, 2013): sexual activity; racial origin; political opinions;
religious or similar beliefs; physical or mental health; implication in criminal activity; trade
union membership. In terms of what respondents may find sensitive, this list may be not
exhaustive, and the researcher should review the study for any potentially sensitive material
(Snijkers et al. 2013; Brace, 2013).
3.6. Research design for this research

This research has three studies, firstly, a semi-structured interview with organisations was
conducted. To have a good understanding of how organisations design the store setting and
retailing staff service with sensory marketing and what expectations they have. Secondly, a
questionnaire with consumers was conducted to test how they react to organisations’ sensory
marketing strategies, how those strategies influence their decision-making process. The third
study is a semi-structured interview with consumers to explore how the pandemic influences
consumer cosmetic shopping behaviour, what are their concerns when they need to shop
cosmetics online and what are their concerns of shopping in the physical store post-pandemic.
The overview of research procedures is summarised as Figure 3.5:
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Figure 3.5 – Research design overview
3.6.1 Research study 1 – Interview with organisation

The first research stage is conducting interviews with organisations. According to the research
context, the target organisation will be cosmetic brands that operate counters in the department
stores in the UK. Sampling strategy of this interview is convenient sampling, which is inviting
luxury cosmetic brands retailing staff in person and depending on their accessibility and
availability. The researcher asked 12 brands staff, 2 brands rejected with availability issues, 10
brands participated in this study. The sample size depends on when the data starts to become
saturated. This study selects interviews as a part of a mixed method to collect qualitative
research data.
3.6.1.1. Justification of interview

The research interview is a purposeful conversation between two or more people, during which
the interviewer asks concise and unambiguous questions and listens attentively to the
interviewee talking (Saunders, Lewis and Thornhill, 2019, P.434). The interviewer explores
points of interest and clarifies and confirms meanings by listening carefully to an interviewee
(Saunders, Lewis and Thornhill, 2019). According to the level of standardisation or structure,
research interviews can be divided into three basic types of research methods: structured
interviews, unstructured interviews and semi-structured interviews (Kvale, 2007; Saunders,
Lewis and Thornhill, 2019).
• The structured interview method asks interviewers to ask a fixed set of

predetermined questions in a standardized manner, which is useful for gathering
87
demographics, understanding user knowledge, comparing results across groups on a
fixed set of responses, and gathering attitude and opinion data.
• The unstructured interview method is a conversation with participants where there
are some general topics, but no predetermined format or highly specific questions. The
goal of the unstructured interview is to gather rich data about participants’ experiences
without imposing constraints on what they can express. Both the interviewer and the
participant influence the direction of the interview.
• The semi-structured interview method is a cross between some structured questions
with some unstructured conversations, combines both standardization of questions and
also the freedom to explore and add new questions as unexpected topics emerge.
The use of research interviews allows the researcher to collect valid and reliable data that are
relevant to the research questions and objectives (Saunders, Lewis and Thornhill, 2019). The
purpose of study 1 is to answer the research question of how cosmetic organisations design and
apply sensory marketing strategies to create store atmosphere and staff service. For this study,
from the objectivism stance, the research interview is a method to gather data from interviewees
who are treated as witnesses to reality that exists independently from them, and the reality can
be discovered through the medium of observable and measurable facts (Bryman, 2004;
Saunders, Lewis and Thornhill, 2019). As a pragmatist researcher, truth is what is really useful
and practical for problem-solving, knowledge is enabling successful actions to advance the
research (Winit-Watjana, 2016). The interview method is a cross between some structured
questions with some unstructured conversations, combines both standardization of questions
and also the freedom to explore and add new questions as unexpected topics emerge (Kvale,
2007; Rabionet, 2011). This study asks a fixed set of questions, so that the result can be
categorised by 5 sensory stimuli from objects and people. But the researcher is flexible to ask
following-up questions or change the questions order, according to the interviewee response.
Therefore, this research adopts a semi-structured interview approach.
3.6.1.2. Design of interview with organisations

The procedures of semi-structured interview design are followed by Figure 3.6 (Kvale, 2007;
Rabionet, 2011), and each stage is addressed in detail in following subsections:
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Figure 3.6 - Interview design procedures (Kvale, 2007; Rabionet, 2011)
3.6.1.2.1. Sampling of interview with organisations

According to the research context, the target organisations are cosmetic brands that operate
counters in the department stores in the UK. Sampling strategy of this interview is convenient
sampling, which is asking luxury cosmetic brands retailing staff in person and depending on
their accessibility and availability to join the research. The researcher visited several
department stores in the UK, including Selfridges, Harvey Nichols, Harrods and House of
Fraser, and asked 12 brands staff in total, 2 brands rejected with availability issues. Therefore,
the sample size is 10 brands, including sales assistants and managers. After six interviews with
different cosmetic brands, the data started saturating with no new sensory marketing strategies
generated, then this research conducted 4 more interviews to confirm data saturation. The
interview length is from 35 to 50 minutes. Detailed information of sampling is addressed in
Chapter 4 Data analysis and findings. The summary of participant brands information (Table
3.8) is listed as below:
Table 3.8 - Interviews with organisations: participant brands information
Participant Cosmetic product range
1-J Fragrance/ Body care/ Skin care
2-S Skin care/ Makeup/ Body care/ Fragrance
3-A Hair care/ Body care/ Skin care/ Makeup/ Fragrance
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4-S Skin care/ Makeup/ Fragrance/ Hair care/ Body care
5-L Skin care/ Makeup
6-S Makeup/ Skin care
7-E Skin care/ Makeup/ Fragrance
8-C Makeup/ Fragrance
9-F Makeup/ Skin care
10-K Skin care/ Body care/ Hair care
3.6.1.2.2. Procedure 1: Establishing the ethical guidelines for organisation

Followed by the ethical guidelines that mentioned in the section 3.5.2 Ethical issue with
interviews, this section adds in specific concerns about this study. Interviews with organisation
retailing staff have two aspects of ethical concern (Saunders, Lewis and Thornhill, 2019).
Firstly, the confidential protocol with organisation, brands information will remain anonymous
with coding. Secondly, as this study takes human beings as participants, ethical issues go
through the entire process of an interview investigation, and potential ethical concerns should
be taken into consideration from the very start of an investigation and up to the final report
(Kvale, 2007). Therefore, the interview design follows ethical guidelines and avoidance of
harm, participants of organisations remain anonymous and no personal information taken in
this research. Both the participant information sheet and consent form are strict to the
University of Manchester ethical consideration standards and are given to participants at the
beginning of the interview. Participants have rights to withdraw the research at any time.
Interviews have audio recording, so as to protect participant privacy, original audio copy is
deleted when transcription is done, and the original data is only accessed by the researcher.
3.6.1.2.3. Procedure 2: Crafting the interview protocol and pilot study

3.6.1.2.3.1. Crafting the interview protocol
Develop a list of general questions that you want to ask during the interview in this procedure.
Semi-structured interviews have some “standard” questions as well as unplanned questions that
are prompted by the respondent (Brinkmann, Kvale and Flick, 2018). A good grasp of the
subject from existing literature and previous work is very helpful to improve the component
(Kvale, 2007). Moreover, the order of questions is crucial to guide participants to spread rich
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information step by step. The interview protocol of this research is designed as Table 3.9 (This
is the final version after modification).
Table 3.9 - The interview with organisation protocol
The interview with organisation protocol Reference
Brief Introduction The purpose of this interview is for the student’s Doctor of University of Manchester ethical
Philosophy degree at the University of Manchester. This research guidance
interview research is anonymous; non personal information
will be taken, and all the company information will be coded
as well. You can skip any questions if you feel uncomfortable
to answer or withdraw the study at any time. Here is the
participant information sheet and consent form. Hope you
could enjoy our conversation.
Opening question 1.Would you please tell me a little more about your role and Nusairat et al. (2017); Satti, Babar
how long have you been with the company? and Ahmad (2019)
Questions Section1: 2. What is your understanding of sensory marketing? Krishna (2012); Biswas (2019)
Sensory stimuli of
Objects 3. What kind of visual support does the brand use in store? Hultén (2012); Spence et al. (2014);
For what purpose? Haase, Wiedmann and Labenz (2018)
4. What kind of sound support does the brand use in store? Krishna (2013); Cachero-Martínez
For what purpose? and Vázquez-Casielles (2018)
5. What kind of scent support does the brand use in store? For Morrin and Ratneshwar, (2003);
what purpose? Marinova and Moss (2014)
6. What kind of touch support does the brand use in store? Gallace and Spence, (2010);
For what purpose? Yoganathan, Osburg, and Akhtar
(2019)
7. What kind of taste support does the brand use in store? For Hultén (2015); Lund (2015); Biswas
what purpose? (2019)
Questions Section 2: 8. What else may influence the shopping experience? How Alhedaif, Lele and Kaifi, (2016);
Sensory stimuli of about sales assistance as part of the store atmosphere? How Satti, Babar and Ahmad (2019)
People important are they?
9. What is the dress code of beauty department staff? For Paulins and Geistfeld, (2003); Kim et
example, make-up or uniforms. Why? al. (2016)
10. What is the standard of staff communication skills, for Chang, Eckman and Yan, (2011);
example, attitude, voice tune or languages in store? Why? Nusairat et al. (2017)
What kind of training about this do you have in your
company?
11. What is the requirement of using fragrance? Is there any Sorokowska, Sorokowski and
specific perfume that staff need to wear at work? Why? Havlícek (2016)
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12. Do you have services like facial, makeup, massage or Jeong, Im and Kim (2017); Haase,
anything like this? Why? What kind of training about this do Wiedmann and Labenz, (2018)
you have in your company?
Questions section 3: 13. How do you expect customers’ responses to those designs Spence et al. (2014); Sliburyte and
Organisation and strategies that are used in store? And what will be the Vaitieke (2019)
Expectations ideal post-purchase outcome?
14. Which strategies or designs that we mentioned above; you Lakshmi and Babu (2019);
think that work well in store? Would you please give Yoganathan, Osburg and Akhtar
examples? (2019)
15. Where do you think in store may need to further improve Cachero-Martínez and Vázquez-
to support a better shopping experience? Casielles (2018)
Confirmation 16. Do you think those sensory applications in store have a Jantarat and Shannon (2016) Waters
question positive influence on consumer shopping experience? (2017); Hall (2018)
17. Do you think the overall multi-sensory shopping Jones and Taylor (2007); Hassan and
experience in-store has a positive influence on post-purchase Iqbal (2016); Jeong, Im and Kim
outcome? (2017)
3.6.1.2.3.2. Pilot study

To further refine the component of the interview protocol, the researcher needs to do a pilot
study to assure the quality. Pilots study the whole process of interview from meeting potential
target participants through packing up interview equipment and materials, thanking
participants, and leaving the site. Refine the process and materials based on the pilot testing.
Use the pilot testing to get a good estimate of how long the interview will last (Brinkmann,
Kvale and Flick, 2018). Besides paying close attention to the relationship between the questions
asked and the content produced during the interviews, researchers need to reflect on whether
or not the questions are perceived by the interviewees as being respectful and culturally
sensitive (Gibbs, 2007; Rabionet, 2011). A well-planned protocol should have a positive impact
in the next procedures of the interview process.
For this research, the pilot study was conducted with brand 1-J and brand 2-S, which are
included in the final data as well, thanks to the participants’ willingness to support further
interviews after modification. In conclusion, Table 3.10 down below is created to summarize
the modification after pilot studies.
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Table 3.10 – Modification after pilot studies
Modification after pilot studies
Timeline Pilot interview and protocol modification: 16th to 24th NOV. 2018
Interview
Approximately 35 to 50 minutes
length
1. Reword some academic phrases of questions (i.e., “Visual stimulus” to “Visual

support”)
2. Restructure the order of some questions (i.e., ask “physical store setting” first
and then “service of retailing staff”)
3. Remove some questions that may get repetitive information and merge to a new
one (i.e., questions section 3, merge expectation related questions.)
4. Add in more probes of questions
5. Create a report template to help making notes and summary while interview
Modification
Sensory marketing in-store template
Physical design in store Service of retailing staff
Visual
Smell
Sound
Touch
Taste
In order to summarise the interview, this research used the Interview summary report form
(Table 3.5) to make a clear and brief report of each brand interview result, which gives sketchy
ideas to support analysis. During the interview, sensory marketing strategies of the brand will
be summarised as a brief phrase and bullet point to fill this form, since the data will be saturated
in later research stage, part of this form will be prefilled before the next interview, and then use
tick or cross to make notes. On the left, the horizontal row shows sensory marketing strategies
that the brand has used for building store atmospheres, which can be easily separated by five
sensory stimuli from objects (physical store design) and people (retailing staff). This is also a
methodological contribution which has developed further as the analysis spreadsheet and a
survey tool in the following studies.
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3.6.1.2.4. Procedure 3: Conducting, recording and transcribing the interview
3.6.1.2.4.1. Conducting the interview
Prepare needed forms or documents before conducting the interview, which includes the
following (Brinkmann, Kvale and Flick, 2018): the participant information sheet and consent
form; the interview guide with opening remarks, topics and questions, probes, closing
statements; and interview report form. The research timeline of formal interview and
transcription is 25th NOV. 2018 to 30th JAN. 2019.
During the semi-structured interview process, interviewers can be flexible by given discretion
to do the following (Preece, Rogers and Sharp, 2002):
• Probe the participant on a question until no new information emerges

• Prompt the participant to help with recall
• Modify questions to fit the particular context.
• Add or delete questions (there is a core question set that will not be deleted).
• Change the order of questions posed to the participant (unlike the structured interview
where interviewers generally follow a detailed script that does not allow ad hoc changes
to the question order).
• Vary the time spent on each question.
3.6.1.2.4.2. Recording and transcribing the interview

There are many ways of recording interviews. This research uses common methods like audio
recording and notes written at the time. There are several issues needed to carefully prepare
and consider assuring the interview will going well, which include: the quality of the recording
equipment and its electronic capabilities and the actual setting (Gilgun, 2005; Kvale, 2007).
Transcription is done after each interview. As the previous statement said, original audio copy
is deleted after the transcription finished. All the information of brand name and related
information are coded, and participants stay anonymous. Table 3.11 is an example of the
interview transcription.
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Table 3.11 - Interviews with organisations transcription example
Interview Transcription Example
ES: What is your understanding of sensory marketing?
1-J: I think sensory marketing is not only about visual, but it should also be a multi-sensory experience
for customers, which combines sound, smell, visual and even touch. I think J provides service through
senses of smell, visual and touch. First of all, customers can have a holistic view of counter design, and
then be appealed by the scent of the product. Customers can feel free to try on products and touch them
to feel the texture. Sometimes when we hold events in stores, we will offer dessert and champagne. Last
month we invited a bartender to serve freshly made cocktails, you see here’s the sense of taste!
ES: What kind of visual support do you use in store? Why?
1-J: Our visual support includes product display that we change every season and new product launch.
Also, some promotion cards, but the product merchandising is the main method to attract customers.
Sometimes we have posters and LED screens but not the main support. We have fancy crystal
chandeliers, elegant shelves with lights and display tables. They are all in light yellow and black, which
is corresponding with the brand colour, same as packages. The unification of store design and brand
package makes J own features. Sales assistant wears black apron as a uniform to match with the brand
colour as well.
ES: How about sound, smell, touch or taste? Why? (Sub-questions depend on response)
1-J: The experience of auditory is relatively low, because the department store is in charge of its
background music, which cannot correspond with every brand style inside.
Our location in the department store is near the entrance, but isn’t bothered by the outdoor noise; because
the security always keeps the door shut, only open it when customers come in.
We usually spray the main push product in season around the counter, and we will wear the same product
as well. For example, last Christmas, we kept spraying the new Christmas perfume in store, so that
customers will be attracted by the scent and come in, and then we could introduce this product. I think
this is a very smart retailing strategy.
We will also spray fragrance on the product packages but will use the most classic product like the
bestseller Top 1 Product BL and Top 2 Product PN. The reason is we want customers to feel “Ah~ this
is J” when they open the package and remember our brand signature scent. We also will put some product
samples to let them try at home so that they can revisit in store.
We offer hands and arms massage for customers who purchased anything in store or booked through the
official website and telephone. It likes a facial for hands; we clean up the customer's hands and arms by
using our shower gel, and wipe with hot towels, then apply body lotion and massage the customer's hands
and arms around 15 minutes, in the end we let the customer choose a perfume to wear. This is a strategy
that we assure customers will revisit in store and meanwhile it is an opportunity to show our products
too.
ES: How do you think sales assistance’s influence as being part of the store environment?
1-J: Sales assistants play a very important role. We usually greet customers when they step into the store
and ask them if they need any help. We will leave and respond politely if customers say they don’t need
any assistance. If they would like to have some product recommendation, we will ask about their
preference and then recommend suitable products to them. Or we will help them try on every tester.
Customer's satisfaction is our top priority, we hope they can have an enjoyable shopping experience.
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3.6.1.2.5. Procedure 4: Analysing and summarising the interview
The analysis of the interviews should be given thought from the beginning of an interview
inquiry. The analysis starts when designing the study, and the modes of analysis ought to be
considered during the interviewing and transcription (Kvale, 2007). The more the analysis is
undertaken in the early stages of an interview investigation, the easier and the more qualified
the later analysis will be (Gibbs, 2007). This study adopted Template analysis with colour
coding.
3.6.1.2.5.1. Template analysis with colour coding

Template Analysis is a form of thematic analysis which emphasises the use of hierarchical
coding. However, it has the flexibility to adapt it to a particular study’s needs. Template
analysis balances a relatively high degree of structure in the process of analysing textual data.
Central to this analysis technique is the development of a coding template, usually based on a
subset of data, which is then applied to further data, revised and refined (Brooks, et al., 2015).
The outline of main procedures in the carrying out Template analysis (Figure 3.7) is presented
as below (Brooks and King, 2014; Brooks, et al. 2015).
Figure 3.7 - The procedures of template analysis (Brooks, et al. 2015)
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After transcription and reading through the data set in full, the emerging thematic clusters are
the information of sensory marketing strategies, which are classified as five senses, the colour
coding principle is Sensory marketing strategies - Visual Sound Smell Touch Taste. The initial
coding template is the interview summary report template in Table 3.12.
Table 3.12 – The interview analysis template with colour coding for study 1
Visual
Smell
Sound
Touch
Taste
Moreover, the information of consumer decision-making process related is Grey, Post-

purchase outcomes related is Purple, which shows expectations from organisation perspective:
sensory marketing strategy aims at influencing particular stages of consumer decision-making
process and results in positive post-purchase outcomes. In the end of qualitative data collection,
the researcher can highlight key sensory marketing factors from these brand interviews and
summarise them to the template, then use them to design consumer questionnaires. After the
refinement of the template, the sensory marketing in-store analysis template is modified as
Table 3.13.
Table 3.13 – Sensory marketing in-store analysis template
Sensory marketing in-store evaluation tool

Sensory marketing Shopping experience in-store Post-purchase outcomes
Consumer decision-making process in-store
1.Interest 2.Evaluation 3.Decision Satisfaction Re-visit Re-purchase
1-1. Interest 1-2. Interest- of product of purchase of purchase the store the brand
- Counter Product
Visual Store
Visual Staff
Smell Store
Smell Staff
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Sound Store
Sound Staff
Touch Store
Touch Staff
Taste Store
Taste Staff
This Template table is the methodological contribution of this research, it can be used as a
sensory marketing survey tool to collect consumer response. It not only categorises marketing
strategies by five senses with two aspects: physical store design and retailing staff service, it
also clearly reveals if each sensory marketing strategy has influence on every stage of the
consumer decision-making process. For this present research, after pre-filling with sensory
marketing strategies that generated from Study 1, this table works as a questionnaire for Study
2 and distributes to target consumers. The analysis and findings of Study 1 is addressed in the
Chapter 4 Data analysis and findings.
3.6.2. Research study 2 – Questionnaires with consumers

The second research stage is conducting a survey with consumers to collect quantitative data.
According to the research context, the target female consumer will be those who have cosmetic
shopping experience in physical department stores like Selfridges, Harvey Nichols and Harrods
etc. in the UK. The questionnaire was distributed by the professional data collection agency
Qualtrics. The market research panel of Qualtrics, is a group of people recruited to respond to
a survey through online distribution. They are typically chosen from a pre-arranged pool of
respondents who’ve agreed to be contacted by a market research service to respond to surveys.
With a large number of participants to choose from, Qualtrics provides a more comprehensive
data collection for market research studies to specific demographics or audience groups. As the
respondents have already agreed to be part of a panel, online samples tend to achieve higher
response rates.
The following sections elaborate the justification and design procedures of the questionnaire
survey.
3.6.2.1. Justifications of Questionnaire Survey

Conducting surveys by using a questionnaire is a dominant method of collecting data for
academic research (Agrawal, 2010). It is vital for marketing researchers who collect
information from respondents, give structure to interviews, provide a standard form on which
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facts, comments and attitudes can be recorded and facilitate data processing (Brace, 2013). A
questionnaire, containing a list of predesigned questions, affects both the quality and quantity
of data. A well‐designed questionnaire could motivate respondents to complete the survey and
reduce the sampling error by increasing the response rate. At the same time, it also helps to
reduce non-sampling errors arising due to the nature of responses. In other words, a poorly
designed questionnaire is likely to make a significant impact on the findings and conclusions
of a research study (Krosnick, 1999; Agrawal, 2010). Therefore, it is very important to follow
the best practices of questionnaire design which essentially requires keeping the interests of
both the researcher and the respondents in mind (Agrawal, 2010).
Due to the dearth of primary quantitative data analysis of sensory marketing in the fashion
sector, especially for luxury cosmetic context, a questionnaire data collection approach is
selected to test hypotheses and answer research questions. Prior sensory marketing studies with
relatively related research areas adopted similar quantitative research methods such as
questionnaire survey (Bruwer, Saliba and Miller, 2011; Jantarat and Shannon, 2016; Kivioja,
2017; Nusairat et al. 2017; Grybś-Kabocik, 2018).
For this study, the demographic design and measurement scale (Likert scale) of this
questionnaire refer to previous studies (Burke, 2002; Xu and Cliquet, 2013; Jeong, Im and Kim,
2017; Haase, Wiedmann and Labenz, 2018). The sensory marketing factors in the question
design is based on the finding of Study 1 - Interviews with organisations. To examine the
relationship between variables in the framework and collect consumers' response to the sensory
marketing strategies, this study designs a survey with close-ended questions to associate with
an objectivism stance and pragmatic purpose.
3.6.2.2. Design of questionnaire survey

Questionnaires may not be possible to be perfectly designed, but researchers can avoid
mistakes commonly made when designing a survey step by step as follows in order to improve
both the quality and the quantity of data collected from the survey (Agrawal, 2010). Figure 3.8
shows different stages of survey questionnaire design.
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Figure 3.8 - Survey questionnaire design (Agrawal, 2010; Brace, 2013)
The questionnaire design strictly follows the ethical consideration guidelines of the University
of Manchester. As mentioned in the Section 3.5.3 ethical issues in questionnaire survey, non-
sensitive information was collected, and participants remain anonymous. The participant
information sheet and consent notification are provided at the beginning of the questionnaire
survey.
3.6.2.2.1. Sampling of questionnaire survey

This questionnaire survey targets female cosmetic consumers who have shopping experience
in luxury department stores (Selfridges, Harvey Nichols, Harrods, etc.) that are in the UK (Xu
and Cliquet, 2013; Jeong, Im and Kim, 2017; Haase, Wiedmann and Labenz, 2018). This study
used the Qualtrics data collection agency to distribute questionnaires online.
As Qualtrics automatically disposed of incomplete surveys, therefore, this study received 672
complete responses in total. Furthermore, 72 responses were discarded as invalid data due to
repetitive answers throughout the questionnaire. Therefore, the effective response rate is 89%,
the valid sample size is 600 in total to provide a solid database.
3.6.2.2.2. Stage 1: Identifying the information needed

The first procedure of designing questionnaires is identifying the information needed. It should
be clear from the research objectives and the business objectives what information areas the
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questionnaire needs to cover (Brace, 2013). Before conducting any kind of survey, it is very
important either to list all the questions that need to be answered through the survey or to
develop hypotheses regarding possible causes or solutions to the problem(s) (Agrawal,
2010). For this study, the needed information of consumers will be divided into three parts as
Ethic and consent information, demographic information and research needed information.
As the finding of Study 1 said, the organisations have the expectation to influence consumer
decision-making processes with sensory marketing strategies, so as to have a positive shopping
experience and post-purchase outcomes. Therefore, the needed information of this research
stage is to find out consumer response.
3.6.2.2.3. Stage 2: Creating a questionnaire

This consumer questionnaire design is corresponded with Study 1 semi-structured interview
results. The questionnaire survey question protocol is presented as Table 3.14, including the
three main parts: Ethic and consent information; Demographic information and Research
related information.
Table 3.14 – Questionnaire survey with consumer question protocol
1. Ethic and consent information
Participant The purpose of this study is to investigate how customers use retail stores and how Based on the University
Information retailers can improve this experience. This questionnaire is about your in-store of Manchester Ethical
Sheet (PIS) experiences, when shopping for cosmetics. This questionnaire has five main principle
sections: visual experience, smell experience, sound experience, touch experience
and taste experience.
This questionnaire will take approximately 15-25 minutes to complete. This
questionnaire is not addressing any sensitive issues and is on a voluntary basis
only. You can decide to leave the questionnaire at any point in time. No personal
identifiable data will be collected. The raw data collected will not be shared
beyond the PhD research and their supervisory team. Although the results of this
questionnaire may be published, no individual will be identifiable in any report,
presentation or publication. It is up to you to decide whether or not to take part. If
you decide to take part, you are still free to withdraw at any time without giving a
reason and without detriment to yourself. If you have any queries about the study
or if you are interested in taking part, then please contact the researcher.
Screen • Are you over 18 years old?

Question • Do you have shopping experience for cosmetics in the UK department
stores? (E.g., Harvey Nichols, Debenhams, Selfridges, John Lewis, House of
Fraser, Harrods etc. Cosmetic brands that have individual counters with sales
assistants.)
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Consent • To indicate that you consent to participate in this research please click
Question YES to continue.
2. Demographic information
Gender • What is your gender? Xu and Cliquet (2013)

Hassan and Iqbal (2016)
Age • How old are you? Chang, Eckman and Yan

(2011); Boardman and
McCormick (2019)
Shopping • How often do you shop cosmetics (skincare/make-up/hair care/perfume)? Jeong, Im and Kim (2017);
frequency Nusairat et al. (2017)
Consumption • How much would you like to spend on cosmetic products? (Please add up Eze and Bello (2016);
level your skin care + body care + makeup + hair care + fragrance etc. in total.) Lakshmi and Babu (2019)
Shopping • Which statement describes you best: Hidalgo-Baz, Martos-Partal

orientation I care more about the enjoyment and pleasure experiences and González-Benito
I care more about efficiency and practical needs (2017); Scarpi, (2020)
3. Research information
3.1 How sensory marketing influences consumer decision-making process in-store
Question design: Multiple response questions Reference
Visual In the following you are presented with a range of VISUAL settings. Please select Hultén (2012); Spence et
that will the individual element (Sensory marketing strategies) influence you when al. (2014); Haase,
shopping cosmetic in-store (DMP)? (You can tick multiple boxes that would be Wiedmann and Labenz
influenced or only tick No Influence. (2018); Paulins and
DMP: 1. Get interested to walk to counter 2. Get interested in a Geistfeld, (2003); Kim et
product 3. Evaluation of product 4. Decision of purchase al. (2016) and results from
Study 1 interviews with
• Counter design organisations.
• Cleanliness of counter
• Lighting
• Product display
• Picture Advertisement
• Makeup area
• Special activity
• LED screens
• Smart technology
• Customised products
• Package and gift wrapping
• Sales assistant uniform
• Sales assistant makeup
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Smell In the following you are presented with a range of SMELL settings. Please select Morrin and Ratneshwar,
that will the individual element (Sensory marketing strategies) influence you when (2003); Marinova and
shopping cosmetic in-store (DMP)? (You can tick multiple boxes that would be Moss (2014);
influenced or only tick No Influence. Sorokowska, Sorokowski
DMP: 1. Get interested to walk to counter 2. Get interested in a product 3. and Havlícek (2016) and
Evaluation of product 4. Decision of purchase results from Study 1
interviews with
• Spray perfume around the counter organisations.
• Product scent
• Spray perfume on the package
• Sales assistant’s perfume
• Body odour of sales assistant
• Breath of sales assistant
Sound In the following you are presented with a range of SOUND settings. Please select Krishna (2013); Cachero-
that will the individual element (Sensory marketing strategies) influence you when Martínez and Vázquez-
shopping cosmetic in-store (DMP)? (You can tick multiple boxes that would be Casielles (2018); Chang,
influenced or only tick No Influence. Eckman and Yan, (2011);
DMP: 1. Get interested to walk to counter 2. Get interested in a product 3. Nusairat et al. (2017) and
Evaluation of product 4. Decision of purchase results from Study 1
interviews with
• Background music in store organisations.
• Individual music player at a brand counter
• Live DJ in store
• Sales assistant greeting
• Sales assistant’s communication skill
• Sales assistant’s recommendation
• Sales assistant’s voice
• Multi-language service support
Gallace and Spence,
Touch In the following you are presented with a range of TOUCH settings. Please select
(2010); Jeong, Im and
that will the individual element (Sensory marketing strategies) influence you when
Kim (2017); Haase,
shopping cosmetic in-store (DMP)? (You can tick multiple boxes that would be
Wiedmann and Labenz,
influenced or only tick No Influence.
(2018);Yoganathan,
DMP: 1. Get interested to walk to counter 2. Get interested in a product 3.
Osburg, and Akhtar
Evaluation of product 4. Decision of purchase
(2019) and results from
• Product testers Study 1 interviews with
• Product texture organisations.
• Free sample/ gift
• Makeup tools and tissues
• The degree of crowdedness
• Complementary treatment
• Sales assistant professional skill
• Sales assistant personal hygiene
Taste In the following you are presented with a range of TASTE settings. Please select Hultén (2015); Lund
that will the individual element (Sensory marketing strategies) influence you when (2015); Biswas (2019)
shopping cosmetic in-store (DMP)? (You can tick multiple boxes that would be and results from Study 1
influenced or only tick No Influence. interviews with
DMP: 1. Get interested to walk to counter 2. Get interested in a product 3. organisations.
Evaluation of product 4. Decision of purchase
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• Serve drink
• Serve food
• The taste of lip product
• Event: Have a bartender to serve freshly
made drink
3.2 Research framework test: Sensory marketing → Shopping Experience In-store
Sensory Question design: 5 Likert Scale of Importance Reference

marketing (Very unimportant- Unimportant- Neither important nor unimportant- Important-
Very important)
Visual Store Thinking of the store's visual setting, please rate how important they are for your Reynolds-McIlnay,
in-store shopping experience. Morrin and Nordfält
(2017); Labrecque (2020)
Visual Staff Thinking of the retailing staff and their visual appearance, please rate how Kim et al. (2016); Lakshmi
important they are for your in-store shopping experience. and Babu (2019)
Smell Store Thinking of the store's smell setting, please rate how important they are for your Krishna, Elder and Caldara
in-store shopping experience. (2010); Madzharov et al.
(2018)
Smell Staff Thinking of the retailing staff and their scent, please rate how important they are Axel and Buck (2018);
for your in-store shopping experience. Hovis, Sheehe and White
(2021)
Sound Store Thinking of the store's sound setting, please rate how important they are for your Hwang, Oh and
in-store shopping experience. Scheinbaum (2020); Coulter
and Suri (2020)
Sound Staff Thinking of the retailing staff and their voice service, please rate how important Argo, Dahl and Morales
they are for your in-store shopping experience. (2006); Krishnan, Kellaris
and Aurand (2012)
Touch Store Thinking of the store's touch setting, please rate how important they are for your Yoganathan, Osburg, and
in-store shopping experience. Akhtar (2019); Sliburyte
and Vaitieke (2019)
Touch Staff Thinking of the retailing staff and their touch experience service, please rate how Jeong, Im and Kim (2017);
important they are for your in-store shopping experience Haase, Wiedmann and
Labenz (2018)
Taste Store Thinking of the store's food or drink setting, please rate how important they are Rodrigues, Hultén and Brito
for your in-store shopping experience. (2011); Labrecque (2020)
Taste Staff Thinking of the retailing staff and how they serve food or drink, please rate how Okonkwo (2007); Perumal,
important they are for your in-store shopping experience. Ali and Shaari (2021)
3.3 Research framework test: Shopping Experience In-store → Post-purchase outcome
Post- Question design: 5 Likert Scale of Importance Reference

purchase (Very unimportant- Unimportant- Neither important nor unimportant- Important-
outcomes Very important)
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Satisfaction Thinking of the overall shopping experience in-store, please rate how important it Kim et al (2016); Lee and
of purchase is for your satisfaction of purchase. Hwang (2019)
Re-visit the Thinking of the overall shopping experience in-store, please rate how important it Satti, Babar and Ahmad
store is for your willingness to revisit the store. (2021); Lee, Lee and Kim
(2021)
Re-purchase Thinking of the overall shopping experience in-store, please rate how important it Perumual, Ali and Shaari
the brand is for your willingness to repurchase the brand. (2021); Satti, Babar and
Ahmad (2021)
3.6.2.2.4. Stage 3: Conducting a pilot survey and revising the questionnaire

Pretesting a questionnaire is a particularly important and necessary final step in designing a
quality questionnaire (Krosnick, 1999). The main purpose of pretesting the questionnaire is to
ensure that the target respondent's interpretation of each question matches the intended
meaning of the question from the viewpoint of the researcher and the respondent is able and
willing to answer each question (Agrawal, 2010). Before finalizing the survey, it is also
important to revise the survey after pre-testing the questionnaire through several dimensions as
Table 3.15 shown (Krosnick, 1999):
Table 3.15 – Suggestions of pre-testing of the questionnaire (Krosnick, 1999)
Pre-testing of the questionnaire
1. Do the target respondents understand each question? It is quite possible that there are special words
or technical language used in the questionnaire, which are not in the vocabulary of respondents.
2. Are there any questions that are likely to be perceived as offensive?
3. Are the respondents able to provide the information asked in the survey (e.g., calorie intake every
day, money spent on gasoline per month, etc.)?
4. Are there certain questions that respondents tend to leave unanswered in the pilot survey? During
the debriefing session with the respondents who participated in the pilot survey, ask for reasons for
such behaviour.
5. Are there any questions that are too long to understand?
6. Are there any questions that seem to disturb the natural flow of other questions? It is quite possible
that some questions are located in inappropriate places in the questionnaire.
7. Are there questions that the respondent is hesitant to answer accurately?
8. Did the respondent understand the instructions for responding to each question?
9. Are there questions that are likely to generate socially desirable answers?
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A pilot survey conducted with 20 participants to help further improve and refine the
questionnaire before the formal survey. The modification summary is presented as Table 3.16.
Table 3.16 – Modification after pilot survey
Timeline Pilot survey and questionnaire modification: 8th AUG. to 30nd SEP 2019
Survey length Approximately 20 minutes
Modification 1. Reword some academic phrases of questions
2. Adjust the order of questions
3. Use 5-Likert scale by importance: Very unimportant, Unimportant, Neither important

nor unimportant, Important, Very important (Xu and Cliquet, 2013; Haase, Wiedmann and
Labenz, 2018)
4. Add in more sensory elements that proposed by consumer
3.6.2.2.5. Stage 4: Executing the full survey
In addition to careful planning and designing, researchers need to take an active fieldwork
management approach to manage these uncertainties during the data collection. This research
selected professional data collection company Qualtrics to execute the full survey, targeting
luxury cosmetic consumers (Female, Age 18-50) in the UK, sample size is 600 participants.
The executing timeline is listed as below:
• Qualtrics Test-launch and modification: 9th to 28th FEB. 2020

• Qualtrics Full-execute the survey: 3rd MAR. to 21th APR. 2020
3.6.2.2.6. Stage 5: Analysing and interpreting data

The aim of the analysis phase is to produce statistics that meet the users’ (or the researchers’)
statistical needs in relation to the output quality dimensions, and in doing so, build or maintain
trust in the produced statistics (Snijkers et al. 2013). Analysis can be categorized into primary
or secondary analysis. Primary analysis involves analysis of the data for the first time, so
analysis of the data from the business survey you have just conducted would be classified as
primary analysis (Agrawal, 2010). When compiling statistical or research outputs, various
analytical techniques can be used. It is important to ensure that appropriate techniques are used
to meet the statistical output needs, for the type of data being analysed, for the design of the
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survey that has collected the data, and for the impact of sampling and non-sampling errors. The
decision on which analytical technique to use generally depends on (Snijkers et al. 2013):
• The type of data collected (numerical, categorical, etc.)
• Whether the analysis will be undertaken at the aggregate or microdata level
• Whether the data are part of a time series
• Whether there is more than one component series
• The design of the survey sample
For this study, the researcher used SPSS as the analysis tool. The selected methods are
Reliability Test, Descriptive Analysis, Exploratory Factor Analysis, Multiple Regression
Analysis, Independent Sample T Test, One-way ANOVA test, Crosstabulation and Multiple
Response Analysis etc. Further detail analysis of data will be addressed in Chapter 4 Data
analysis and findings.
3.6.3. Research study 3 – Interviews with consumers

The UK retail stores were closed for months from 2020 to 2021, because of the pandemic
lockdown (Lim, 2020). This has inevitably influenced consumer shopping behaviour
(Mogelonsky, 2020). Consumers who used to shop cosmetics in the brick-and-mortar store
need to shop online, moreover, they may have concerns about re-entry to the physical store
post-pandemic. Retailers not only need to overcome the acceleration of digitalisation, but also
will face the next challenge to bring back consumer’s confidence in in-store shopping. This
study conducted interviews with consumers to find out their needs and the influence of
pandemic.
3.6.3.1. Justification of Interviews with consumers

The COVID-19 pandemic erupts in 2019, it has aggravated an acute global economic crisis,
the UK delivered several national lockdowns since the beginning of 2020 to control the virus
spread (Lim, 2020). Due to work from home transition, fewer out-of-home occasions and the
wearing of masks is diminishing consumers’ need for cosmetics (Culliney, 2020). Therefore,
the UK beauty market has taken a backseat and declined 10% in 2020, after a tough year largely
defined by the ongoing coronavirus crisis but will be growing again in the future (Global Data,
2020). For this research, the pandemic lockdown situation is a new context that never
experienced before, it may have an impact on consumer shopping behaviour and bring the new
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normal shopping routine. How consumers react and adapt to the new normal is a complex issue
to explore. Therefore, the interview technique is suitable to discover what are consumer’s new
needs for cosmetics shopping in physical stores post-pandemic. Similar with Study 1, this study
adopts the semi-structured interview approach, with a part of pre-set questions and flexibility
to ask different follow-up questions.
3.6.3.2. Design of Interview with consumer

This study follows the same semi-structured interview design procedures as Study 1 (Kvale,
2007; Rabionet, 2011), including sampling of interview with consumers, establishing the
ethical guidelines for consumers, crafting the interview protocol and pilot study, recording and
transcribing the interview, analysing and summarising the interview.
3.6.3.2.1. Sampling of interview with consumer

Participants are who have luxury cosmetic shopping experience in the UK department store,
the same criteria as Study 2, in addition, they also have luxury cosmetic shopping experience
with online retailers in the UK during the pandemic time. The sampling strategy is convenience
sampling, participants were selected by accessibility and availability but as random as possible.
The sample size depends on data saturation, which results in 12 participants. The demographic
information of participants (Table 3.17) is listed as below:
Table 3.17 - Demographic information of participants

Participant Demographic information
Shopping Cosmetic Shopping Cosmetic Age
Orientation Frequency Consumption Group
Level
1-Q Utilitarian Once a week or shorter £200-£499 Middle
2-J Hedonic Once a month £200-£499 Young
3-B Utilitarian Once every 3 months £500-£999 Young
4-C Hedonic Twice a month £1000-£1499 Young
5-S Hedonic Once a week or shorter £500-£999 Middle
6-W Utilitarian Once a month 0-£199 Mature
7-F Hedonic Twice a month 0-£199 Middle
8-L Utilitarian Once a week or shorter 0-£199 Young
9-C Hedonic Twice a month £500-£999 Mature
10-A Utilitarian Once every 3 months 0-£199 Middle
11-J Utilitarian Once a month £200-£499 Mature
12-F Hedonic Twice a month £200-£499 Young
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3.6.3.2.2. Procedure 1: Establishing the ethical guidelines for consumers
Followed by the ethical guidelines that mentioned in the section 3.5.2 Ethical issue with
interviews, this section adds in specific concerns about the study 3. Participants were
anonymous and no personal information was taken in this study. Both the participant
information sheet and consent form are strict to the University of Manchester ethical
consideration standards and will be given to participants at the beginning of the interview.
Participants have rights to withdraw the research at any time. Same as the Study 1, this
interview has audio recording, in order to protect participant privacy, original audio copy will
be deleted when transcription is done, and the original data will be only accessed by the
researcher.
3.6.3.2.3. Procedure 2: Crafting the interview protocol and pilot study

The interview with consumers explores how the pandemic influences their shopping behaviour
and their opinions of suggestions for post-pandemic cosmetics shopping improvement.
3.6.3.2.3.1. Crafting the interview protocol

The interview with consumer protocol is designed as Table 3.18:
Table 3.18 - The interview with consumer protocol
The interview with consumer protocol Reference
Brief The purpose of this interview is for the student’s Doctor of Based on the University of
Introduction Philosophy degree at the University of Manchester. This interview Manchester Ethical principle
research is anonymous; non personal information will be taken.
You can skip any questions if you feel uncomfortable to answer
or withdraw the study at any time. Here is the participant
information sheet and consent form. Hope you could enjoy our
conversation.
Opening How do you feel about this pandemic lockdown? What would you Pikoos et al. (2020); Tighe
question like to do after the lockdown lift? (2021)
Question part How does the pandemic influence your cosmetic shopping? Pikoos et al. (2020)
1:
Pandemic What do you care about when you shop cosmetics in the physical Tighe (2021); Lecointre-
influence store post-pandemic? Erickson, et al. (2021)
What are the pros and cons of shopping cosmetics in physical Lecointre-Erickson, et al.
stores after the pandemic? (2021); Theopilus et al. (2021)
Question part Compared to cosmetic online shopping experience, what are the Mullasatsarathorn et al. (2020);
2: pros and cons of shopping in the physical store? Gauri et al. (2021)
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Compared During the cosmetic shopping process, are there any problems that Nguyen (2020); Gauri et al.
with Online you think need to be improved? (2021); Theopilus et al. (2021)
End question What is your ideal cosmetic shopping experience? Nguyen (2020); Theopilus et
al. (2021)
Is there anything else you would like to talk about? Theopilus et al. (2021); Pikoos
et al. (2020)
3.6.3.2.3.2. Pilot study

This study conducted a pilot study with two participants to estimate interview length and adjust
the protocol, which is summarised as Table 3.19. The pilot studies are counted to the final
result, as the participants are target consumers and the modification was minor and doesn’t
affect the data.
Table 3.19 - Modifications after pilot studies
Modifications after pilot studies
Timeline Pilot interview and protocol modification: 15th to 28th FEB. 2021
Interview length Interview 30 to 45 minutes
Modification 1. Reword some academic phrases of questions “i.e. decision-making process -

during the shopping process”
2. Adjust the order of some questions
3. Remove some questions that may get repetitive information and merge to a new
one
4. Add in more probes of questions
3.6.3.2.4. Procedure 3: Conducting, recording and transcribing the interview

This procedure includes conducting the interview with consumers, recording during the
process, and transcribing the data.
3.6.3.2.4.1. Conducting the interview
The interview was conducted through video chat as the pandemic lockdown restriction of
quarantine. During the interview process, this interview followed the same procedure of Study
1 - interviews with organisations (Preece, Rogers and Sharp, 2002). The full interview and
transcription executing timeline is 1st to 15th MAR and 6th to 20th MAY 2021.
3.6.3.2.4.2. Recording and transcribing the interview
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The interview is recorded first and transcript after. During the interview, the researcher takes
notes to assist further analysis. As the previous statement said, the participant information will
be coded for anonymous, the original audio copy will be deleted after transcription finished.
An example of interview transcription (Table 3.20) is addressed as below:
Table 3.20 - Interview with consumer transcription example
Interview Transcription Example
ES: How does the pandemic influence your cosmetic shopping? What do you care about when
you shop cosmetics in the physical store post-pandemic?
2-J: The pandemic changed my online shopping frequency, since all the stores are closed for months,
and I am getting used to it. But the long delivery time, tricky return policy and inconvenience of
unable to feel and smell the product in person, make me miss shopping cosmetics in the physical
store. Because of the lockdown and face mask issue, I haven’t worn makeup for a long time, therefore
I didn’t purchase a lot of makeup products as usual. I pay more attention to my skincare now. My
new shopping routine will be I will surf online retailers to check out what they have and then go to a
physical store to do the actual shopping. When the store reopens, my priority concern will definitely
be the cleanliness of the counter and product testers, I would like to see the sales assistant clean and
sanitise the counter and product testers in front of me. Some disposable makeup tools are necessary.
Also, the personal hygiene of sales assistants is important, I guess the new normal will be all the
retailing staff need to wear face masks and sanitise their hands before serving a customer. However,
since customers are required to wear face masks in store as well, it’s difficult to try on lipstick, there
is no safe isolated area to take off the mask. They could try to create a safe makeup area for customers
to take off masks and sanitise after every customer used.
ES: Compare to cosmetic online shopping experience, what are the pros and cons of physical
store shopping?
2-J: The advantage of online shopping is the promotion, which is really good for stockpiling some
regular purchases. I will search for the best deal, so it doesn’t matter which retailer to choose if I have
a specific repurchase item. As buying cosmetics online you cannot try it on before you buy it,
products like makeup and fragrance, you never know if they suit you until you try in person. That is
the irreplaceable part of shopping cosmetics in store. Oh and online retailers rarely give samples, but
physical stores not only provide testers but also give samples to try on at home for free. The sales
assistants help a lot, especially on showing me how to apply makeups and giving me
recommendations based on my skin type.
3.6.3.2.5. Procedure 4: Analysing and summarising the interview

This study adopted template analysis with a colour coding method to analyse the data.
Additionally, based on the analysis result, this study did a SWOT analysis to evaluate the
circumstance of cosmetics physical store post-pandemic. All the analysis process and result are
addressed in the Chapter 4 Data analysis and findings.
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3.6.3.2.5.1. Template analysis with colour coding
This study adopted the same qualitative analysis method as Study 1 for the second section of
interview, which is Template analysis with colour coding (Brooks and King, 2014; Brooks, et
al. 2015). To analyse the transcription, this study uses the colour coding (Table 3.21):
• Navy for changes on cosmetics shopping behaviour regarding to the pandemic

• Red for concerns of cosmetic post-pandemic in-store shopping
• Brown for suggestions for sensory marketing strategy improvement
• Grey for the pros and cons of the cosmetic physical store shopping compared to online
shopping
Table 3.21 - The interview analysis template with colour coding for study 3
The template of consumer interview analysis
Changes Navy
Concerns Red
Suggestions for improvement Brown
Pros and Cons Grey
Lastly, apply the template to the full data and finalize the result to the interview report:
Cosmetic in-store shopping (post-pandemic) consumer interview report.
3.6.3.2.5.2. SWOT analysis

The SWOT analysis (Figure 3.9) is a classic strategic planning tool originating from business
and marketing analysis. It can be effectively used to build organisational strategy and
competitive strategy (Gürel, 2017). This study conducted the SWOT analysis for post-
pandemic cosmetic physical store retailers, which is based on the consumers’ opinions of the
cosmetic physical stores’ pros and cons. The result encourages cosmetic organisations to reflect
on and assess the Strengths, Weaknesses, Opportunities and Threats of the current issues and
how it can be improved in the future.
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Figure 3.9 - The SWOT analysis (Gürel, 2017)
3.7 Chapter Summary

In summary, Chapter 3 demonstrated how this research designed the mixed methods research
methodology that will accomplish the research aim. This research adopts an objective and
pragmatic philosophical stance. Both qualitative and quantitative methods are selected to
achieve research objectives. First of all, to investigate how cosmetic organisations design and
implement up-to-date sensory marketing strategies, this research designed Study 1 – Interviews
with organisation to explore it. Based on the research context, the target organisations are
cosmetic brands that have physical stores in the UK, specifically target their counters in the
luxury department stores, and provide professional retailing staff service. Secondly, to test
proposed research framework and hypotheses of how sensory marketing strategies will
influence consumer shopping experience and post-purchase outcomes, this research designed
Study 2 – Questionnaires with consumers to investigate it. The target participants are female
cosmetic consumers who have cosmetic shopping experience in the luxury department stores
in the UK. Lastly, to further understand consumer attitude on cosmetic in-store shopping
experience’s pro and con compared to online shopping, and the impact of pandemic on their
shopping behaviour, this research designed Study 3 – Interviews with target consumers from
study 2 to reveal it. The next chapter- Chapter 4 Data analysis and findings, will analyse and
present the results of this research based on the methodology outlined in this chapter.
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Chapter 4: Data analysis and Findings
This chapter addresses the process of data analysis and the discussion of findings, including
three main sections: Study 1- Interviews with organisations, Study 2- Questionnaire survey
with consumers, Study 3- interviews with consumers. Each section illustrates detailed analysis
processes and reports, and provides a discussion of results and insights. Therefore, the test of
research framework, the answer to research questions, and valuable findings for both the
academy and the industry are presented in this chapter.
4.1. Data analysis and Findings of Study 1: Interviews with

organisations
The purpose of the interviews with organisations is exploring what sensory marketing
strategies they applied in store to influence consumer shopping experience, and to find out how
they will try to influence consumer decision-making process in store, what kind of post-
purchase outcomes are they expecting from consumers. According to the research context, the
target organisations are cosmetic brands that operate counters in the department stores like
Selfridges/ Harvey Nichols/ Harrods etc in the UK. In total, retailing staff of ten cosmetic
brands participated in this study.
4.1.1. Date analysis- Template analysis with colour coding

4.1.1.1. Colour coding
After transcription, the information of sensory marketing strategies, decision-making process
and post-purchase outcomes were summarised as key words with colour coding. The colour
coding principle is:
• Green for Visual marketing strategies,
• Blue for Sound marketing strategies,
• Yellow for Smell marketing strategies,
• Orange for Touch marketing strategies,
• Pink for Taste marketing strategies,
• Grey for Consumer decision-making process related
• Purple for Post-purchase outcomes related is.
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An example (Table 4.1) coding analysis with brand 1-J is presented as below:
Table 4.1 - Colour coding example of the interview transcription

Interview Transcription Example Colour Coding
ES: What is your understanding of sensory marketing?

1-J: I think sensory marketing is not only about visual, but it should also be
a multi-sensory experience for customers, which combines sound, smell,
visual and even touch. I think J provides service through senses of smell,
visual and touch.
First of all, customers can have a holistic view of counter design, and
Counter design, Interest-Counter
then be appealed by the scent of the product. Customers can feel free to try Product scent, Interest-Product
on products and touch them to feel the texture. Sometimes when we hold Product testers, Product texture
events in stores, we will offer dessert and champagne. Last month we invited
Special activity, Serve food/drink
a bartender to serve freshly made cocktails, you see here’s the sense of taste!
Have a bartender makes drink
ES: What kind of visual support do you use in store? Why?
1-J: Our visual support includes product display that we change every Product display
season and new product launch. Also, some promotion cards, but the
product merchandising is the main method to attract customers. Sometimes Product display, Interest-Product
we have posters and LED screens but not the main support. We have fancy
Picture AD, LED screens
crystal chandeliers, elegant shelves with lights and display tables. They are
Lighting
all in light yellow and black, which is corresponding with the brand colour, Counter design
same as packages. The unification of store design and brand package makes
Package/ gift wrapping
J own features. Sales assistant wears black apron as a uniform to match with
Package/ gift wrapping
the brand colour as well. Sales assistant uniform
ES: How about sound, smell, touch or taste? Why? (Sub-questions
depend on response)
1-J: The experience of auditory is relatively low, because the department
store is in charge of its background music, which cannot correspond with Background music
every brand style inside.
Our location in the department store is near the entrance, but isn’t
bothered by the outdoor noise; because the security always keeps the door
shut, only open it when customers come in. Spray perfume around the counter
We usually spray the main push product in season around the counter, Sale assistant wears perfume
and we will wear the same product as well. For example, last Christmas, we Spray perfume around the counter
kept spraying the new Christmas perfume in store, so that customers will be Interest-Counter
attracted by the scent and come in, and then we could introduce this product. Interest-Product
I think this is a very smart retailing strategy. Spray perfume on the package
We will also spray fragrance on the product packages but will use the
most classic product like the bestseller Top 1 product BL and Top 2 product
PN. The reason is we want customers to feel “Ah~ this is J” when they open Re-purchase the brand
the package and remember our brand signature scent. We also will put some Product scent
product samples to let them try at home so that they can revisit in store. Re-visit the store
We offer hands and arms massage for customers who purchased Complementary treatment
anything in store or booked through the official website and telephone. It Sale assistant professional skill
likes a facial for hands; we clean up the customer's hands and arms by using Complementary treatment
our shower gel, and wipe with hot towels, then apply body lotion and Product testers Evaluation
massage the customer's hands and arms around 15 minutes, in the end we Product testers
let the customer choose a perfume to wear. This is a strategy that we assure
customers will revisit in store and meanwhile it is an opportunity to show Re-visit the store
our products too. Interest-Product, Re-purchase the brand
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ES: How do you think sales assistance’s influence as being part of the
store environment? Sale assistant greeting
1-J: Sales assistants play a very important role. We usually greet customers Interest-Counter
when they step into the store and ask them if they need any help. We will Sale assistant communication skill
leave and respond politely if customers say they don’t need any assistance. Sale assistant recommendation
If they would like to have some product recommendation, we will ask about Decision
their preference and then recommend suitable products to them. Or we will Sale assistant professional skills
help them try on every tester. Customer's satisfaction is our top priority, we Product tester Evaluation
hope they can have an enjoyable shopping experience. Satisfaction of purchase
4.1.1.2. Template analysis

After colour coding the transcription, all key information of sensory marketing in-store factors
were summarised into this template (Table 4.2).
Table 4.2 - Sensory marketing in-store template
Visual
Smell
Sound
Touch
Taste
The findings are presented in the next section.
4.1.2. The findings of interviews with organisations

4.1.2.1. The findings of Sensory marketing in-store factors
This research investigated sensory marketing from two perspectives: physical design in store
and service of retailing staff. Therefore, the interview result of sensory marketing strategies
that cosmetic organisations applied in their physical stores is summarised as Table 4.3. The
result contains two parts, firstly, the initial finding of sensory marketing strategies from
organisations is presented in Black, secondly, this study distributed an open-end questionnaire
survey to target consumers asking them to add in more factors that are not yet included, which
are highlighted in Red down below. The consumer responses saturated at 13, and total
responses are 20. In summary, there are 13 visual factors (0 added), 6 smell factors (2 added),
8 sound factors (2 added), 8 touch factors (2 added) and 4 taste factors (1 added), the sum is 39
sensory marketing factors in total.
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Table 4.3 - Final findings of sensory marketing factors after consumer’s supplement
Final findings of sensory marketing factors after consumer’s supplement

Visual + 0 = 13 • Counter design • Sales assistant uniform
• Cleanliness of counter • Sales assistant makeup
• Lighting
• Product display
• Makeup area
• LED screens
Smell + 2 = 6 • Spray perfume around the counter • Sales assistant’s perfume
• Product scent • Body odour of sales assistant
• Spray perfume on the package • Breath of sales assistant
Sound +2 = 8 • Background music in store • Live DJ in store
• Individual music player at a brand • Sales assistant greeting
counter • Sales assistant’s communication skill
Touch +2 = 8 • Product testers
• Complementary treatment
• Product texture
• Sales assistant professional skill
• Free sample/ gift
• Sales assistant personal hygiene
Taste +1 = 4 • Serve drink • Event: Have a bartender to serve
• Serve food freshly made drink
The result indicates organisations invest the most on the visual physical design in store, as they
apply 13 sensory marketing strategies to emphasize this stimulus. After consumers added in
new sensory marketing factors from their perspective, the result confirms that visual marketing
strategy is the most comprehensive one with no extra factors needed. However, organisations
overlooked the other four sensory experiences that consumers care about. Especially the
sensory stimulus from retailing staff service, including smell (body odour and breath of sales
assistant), sound (sales assistant’s voice and multi-language service support) and touch
experience (sales assistant personal hygiene). This result corresponds with the research gap,
the sensory stimulus from people is important to consumers but being overlooked not only by
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academia but also the industry. The influence of these 39 sensory marketing factors is further
tested by the consumers in the Study 2 - questionnaire survey with consumers.
4.1.2.2. The adaption of consumer decision-making process model for shopping

in-store
Based on the interview result, cosmetic organisations categorised the Interest stage of decision-
making process on-site in a more detailed way, which included 1-1. Walk to a brand counter
and 1-2. Interest in a product (Figure 4.1). Therefore, this study adapts the in-store part of the
Fashion decision-making process model that was reviewed in the previous chapter (Solomon,
2009) to a four stages decision-making process that is suitable for cosmetic shopping procedure
in store.
Figure 4.1 - Consumer decision-making process in-store (Researcher’s own, 2020)
4.1.2.3. The specification of ideal Post-purchase outcomes

All cosmetic brands specified their ideal post-purchase outcomes (Figure 4.2) are consumers
feel satisfied with their purchase, they are willing to re-visit the store and re-purchase the brand,
which is coherent with the assumption from literature review. Therefore, the positive post-
purchase outcomes are confirmed as below:
Figure 4.2 - Post-purchase outcomes (Researcher’s own, 2020)
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4.1.2.4. The expectations of organisations
Cosmetic brands indicated that they would like to find out the response of target consumers.
The summary (Table 4.4) of their ideal expectations based on interview quotes is addressed as
below:
Table 4.4 - The expectations of organisations
The expectations of Supporting evidence examples Cases

organisations
1. Sensory marketing “Our brand invests a lot in building a nice shopping 10/10
implementations have a environment, to provide a memorable experience for customers”
positive influence on the “We offer a complimentary facial service to treat our customers,
consumer decision-making they could experience several products and may get interested in
process, the more stages one or two items and buy them right away”
involved the better and provide “Definitely. A unique counter design that represents our brand
an enjoyable shopping could attract consumer to come over and try on products”
experience in store. “When we hold a cocktail event in-store, customers are
interested to our new products while having a drink”
2. The overall multisensory “I would say not only the visual setting, but we also want to 10/10
experience could have a impress our customers with a polite overall experience, like the
positive influence on post- treatment service, if they are happy with it, they are more likely
purchase outcomes, which to come back next time”
includes Satisfaction of “Our primary goal is satisfying customers with a comfortable
purchase, Re-visit the store and enjoyable shopping experience; in such way they may
and Re-purchase the brand. become regular customers”
“I would like to know which one is the most important
experience to customers and could influence their decisions”
3. Sensory marketing “Some customers are willing to come back when we invite them 10/10
implementations could predict to have a master makeup service”
the post-purchase outcome. “Besides good quality products, these settings and services could
bring positive results, maybe that’s why some valuable regular
customers are love to shop in this store”
4.1.2.5. Sensory marketing in-store evaluation tool

This research developed a Template table (Table 4.5) to help analysing organisation’s sensory
marketing strategies for physical stores. The first column is Sensory Marketing with 10
categories that classified 5 senses from two perspectives - physical design in store and service
of retailing staff. For example, sensory marketing visual stimulus will be divided into visual
stimulus of physical design in store (short as “Visual Store”) and visual stimulus of service
support from retailing staff (short as “Visual Staff”), and so on. It has a clear view by colour
coding each sensory marketing strategy. The middle part is Shopping experience in-store
including four stages of consumer decision-making process. By ticking or filling in each sub-
column, brand marketers could have a clear thought of when to apply a sensory marketing
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strategy which stages will influence, what kind of response the company is looking to receive.
The last column is Post-purchase outcomes, it will help to examine if the overall multisensory
shopping experience could achieve consumer’s positive feedbacks, which are Satisfaction of
purchase, Re-visit the store and Re-purchase the brand. This Template table (Table 4.5) could
be used as an analysis tool to evaluate a company's current sensory marketing implementation
and plan for further improvement. In addition, this Template table could be also used as a
survey tool to collect consumer response. After prefilling with sensory marketing strategies, it
could work as a questionnaire and distribute to target consumers. Therefore, sensory marketing
strategies could be tailored to deliver the types of experience most likely to be desired in the
most effective way.
Table 4.5 - Sensory marketing in-store evaluation tool
1.Interest 2.Evaluation 3.Decision Satisfaction Re-visit Re-
1-1. 1-2. of product of purchase of purchase the store purchase
Interest - Interest- the brand
Counter Product
Visual Store
Visual Staff
Smell Store
Smell Staff
Sound Store
Sound Staff
Touch Store
Touch Staff
Taste Store
Taste Staff
In conclusion, based on the findings of Study 1, Study 2 - Questionnaire survey with consumers
was designed to answer these expectations of organisation. Additionally, the sensory marketing
in-store evaluation tool was transferred to five questions in the survey, respectively are Visual
marketing strategies, Smell marketing strategies, Sound marketing strategies, Touch marketing
strategies and Taste marketing strategies. These 39 sensory marketing factors of
implementation are used as independent variables, in order to examine how they influence
consumer shopping experience through every stage of decision-making process in-store, and if
they could predict the post-purchase outcomes. The data analysis and findings of Study 2 is
addressed in the next section.
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4.2. Data analysis and findings of Study 2 – Questionnaires
with consumers
Study 2 is the questionnaire survey with consumers. This section conducted several quantitative
analysis techniques through SPSS to analyse the data. Based on the study purpose, this section
has two parts, part 1- test of research framework and part 2- Investigation of how sensory
marketing influence consumer decision-making process. Each part is further structured by sub-
purpose, analysis methods and tested variables. In brief, the overall outline structure of the
Study 2 data analysis is summarised as Table 4.6:
Table 4.6 - The structure of the Study 2 data analysis
Structure Analysis Method Variables
Part 1: Section 1: Sensory Marketing Reliability test Sensory marketing factors
Test of research → Shopping Experience in- Descriptive analysis
framework: The store
application of S-O-R Section 2: Shopping Reliability test Post-purchase outcomes
model in sensory experience in-store → Post- Descriptive analysis
marketing for purchase Outcomes
cosmetic shopping Section 3: Sensory Marketing Multiple regression test Model 1-1, 1-2, 1-3: Satisfaction
experience in → Post-purchase Outcomes Model 2-1, 2-2, 2-3: Re-visit
physical store Model 3-1, 3-2, 3-3: Re-purchase
Section 4: Exploratory factor Exploratory factor analysis Sensory marketing factors
analysis Post-purchase outcome factors
Section 5: Compare groups Independent sample T test Shopping orientation
analysis Crosstabulation Consumption level
One-way ANOVA test Shopping frequency
Crosstabulation Age group
Part 2: Section 1 Multiple response Frequency test DMP 1.1 Interest in a counter
Investigation of how analysis DMP 1.2 Interest in a product
sensory marketing DMP 2 Evaluation a product
influence consumer DMP 3 Decision of purchase
decision-making Section 2 Exploratory factor Exploratory factor analysis Visual factors
process analysis Sound factors
Smell factors
Touch factors
Taste factors
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4.2.1. Part 1: Test of research framework: The application of S-O-R model
in sensory marketing for cosmetic shopping experience in physical store
As previously mentioned in the literature review chapter, this research takes the S-O-R model
as the theoretical support of framework, which represents: Stimulus – Organism – Response
(Mehrabian and Russell, 1974). This research adapts the S-O-R model in sensory marketing of
physical store as Figure 4.3:
Figure 4.3 – The adaption of the S-O-R model for this research
This study has investigated sensory marketing in detail, which will explore five sensations from
two perspectives: physical design in store and service support from retailing staff. Thus, this
research proposes a framework as Figure 4.4:
Figure 4.4 - The research framework (Researcher’s own, 2020)

This study tests the framework in the cosmetic industry for targeted female consumers’
physical store shopping experience in the UK market. Therefore, according to the framework
this study brings up hypotheses as below:
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• H1a Visual Store: The physical design of the store's visual setting has an important
influence on cosmetic shopping experience in-store.
• H1b Visual Staff: The retailing staff and their visual appearance has an important
• H2a Smell Store: The physical design of the store's smell setting has an important
• H2b Smell Staff: The retailing staff and their scent has an important influence on cosmetic
shopping experience in-store.
• H3a Sound Store: The physical design of the store's sound setting has an important
• H3b Sound Staff: The retailing staff and their voice service has an important influence on
• H4a Touch Store: The physical design of the store's touch setting has an important
• H4b Touch Staff: The retailing staff and their touch service has an important influence on
• H5a Taste Store: The physical design of the store's taste setting has an important influence
on cosmetic shopping experience in-store.
• H5b Taste Staff: The retailing staff and their food/drink service has an important
To test these hypotheses, this study designs questions by using 5 Likert scale of importance
(Very unimportant/ Unimportant/ Neither important nor unimportant/ Important/ Very
important) to collect cosmetic targeted consumers response. By assigning the 5 Likert scale
with a value from 1 to 5, this study gets an overall quantitative data that reveals participants’
opinion on each hypothesis and present in the following sections.
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4.2.1.1. Section 1: Sensory Marketing → Shopping Experience in-store
Section 1 is testing the first part of the research framework (Figure 4.5), which is examining
the assumption that sensory marketing has an important influence on the cosmetic shopping
experience in-store. The theoretical support of assumptions has been critically reviewed in the
Chapter 2 Literature Review. As mentioned in the hypotheses, the sensory marketing is
categorised by five sensations and further divided into stimulus from physical store design and
retailing staff service. In summary, after the data reliability test, a further detailed descriptive
analysis of each sensory marketing factor is conducted, and the final result is summarised in
the last conclusion section.
Figure 4.5 - Framework part 1: Sensory Marketing → Shopping Experience in-store

4.2.1.1.1. Reliability Test

A reliability test was run to determine the validity of the data. Tested variables are ten sensory
marketing factors. In the Case Processing Summary table (Table 4.7), it reveals there are 600
responses in total, 100% is valid.
Table 4.7 - The output of case processing summary
Case Processing Summary
N %
Cases Valid 600 100
Excludeda 0 0
Total 600 100
a Listwise deletion based on all variables in the procedure.
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Cronbach's alpha tests to see if multiple question Likert scale surveys are reliable. In general,
a score of more than 0.7 is acceptable. According to the Reliability Statistics table (Table 4.8),
the Cronbach’s alpha is 0.804, which indicates the reliability of this data is good, there is a high
level of internal consistency with this specific sample.
Table 4.8 - The output of Cronbach’s alpha test

Reliability Statistics
Cronbach’s Cronbach’s Alpha Based on Standardized N of
Alpha Items Items
0.804 0.808 10
In the Item-Total Statistics table (Table 4.9), the final column of “Cronbach’s alpha if Item
Deleted” presents the value that Cronbach’s alpha would be if that particular item was deleted
from the scale. According to the result, removal of any item would not result in a higher
Cronbach’s alpha. Therefore, no items need to be removed.
Table 4.9 - The output of Item-Total Statistics

Item-Total Statistics
Scale Mean if Scale Variance Corrected Squared Cronbach’s
Item Deleted if Item Deleted Item-Total Multiple Alpha if Item
Correlation Correlation Deleted
Visual Store 31.66 29.711 0.318 0.2 0.804
Visual Staff 31.73 28.363 0.46 0.342 0.789
Smell Store 31.69 27.654 0.555 0.441 0.779
Smell Staff 31.87 27.125 0.579 0.475 0.776
Sound Store 32.33 27.441 0.488 0.278 0.786
Sound Staff 31.95 27.568 0.504 0.278 0.784
Touch Store 31.67 28.856 0.469 0.359 0.789
Touch Staff 31.73 28.323 0.505 0.389 0.785
Taste Store 32.59 26.499 0.5 0.589 0.785
Taste Staff 32.63 26.769 0.454 0.59 0.792
4.2.1.1.2. Descriptive Statistics

This section addresses the data of consumers’ opinions on how important of each sensory
marketing stimulus to their cosmetic shopping experience in-store. The measurement scale is
5-Likert scale by importance. By looking into the mean and mode of the statistics and the
frequency test with the histogram to show the normality distribution, the result reveals 600
participants’ valid responses on the important level of each sensory marketing stimulus. Thus,
the statistics of 10 sensory marketing stimuli are presented in the following sections.
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4.2.1.1.2.1. Visual Store
This section is the test of visual stimulus from physical store design, short as “Visual Store”,
in terms of how important it is to the consumer cosmetic shopping experience in-store. This
part of the framework is presented as Figure 4.6.
Figure 4.6 - Visual Store influences Shopping Experience in-store

As said by Table 4.10, the importance level result of visual store according to 600 valid
responses is Mean= 3.88, Mode= 4, Std =0.897, which has fallen into the level of “Important”.
Table 4.10 - The output of Descriptive Statistics
Descriptive Statistics
N Minimum Maximum Mean Mode Std. Deviation
Visual Store 600 1 5 3.88 4 0.897
The output of the frequency test of Visual Store (Table 4.11) shows the Frequency, Percent,
Valid Percent and Cumulative Percent.
Table 4.11 - The output of frequency test
Visual Store
Frequency Percent Valid Cumulative
Percent Percent
Valid Very unimportant 29 4.8 4.8 4.8
Unimportant 11 1.8 1.8 6.7
Neither important nor 75 12.5 12.5 19.2
unimportant
Important 374 62.3 62.3 81.5
Very important 111 18.5 18.5 100
Total 600 100 100
80.8% of participants believe the physical design of store’s visual setting has an important
influence on cosmetic shopping experience in-store (Important 62.3%, Very important
18.5%). A histogram of frequency (Figure 4.7) helps to visualize the result.
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Figure 4.7 - The Visual Store histogram of frequency
In conclusion, according to 600 valid consumer responses, the visual stimulus from physical
store design has an important influence on the cosmetic shopping experience in-store. This
result is corresponding with the assumption from literature review (Krishna, 2012; Biswas,
2019; Togawa et al. 2019).
• H1a Visual Store: The physical design of the store's visual setting has an important
4.2.1.1.2.2. Visual Staff

This section is the test of visual stimulus from retailing staff service, short as “Visual Staff”, in
terms of how important it is to the consumer cosmetic shopping experience in-store. This part
of the framework is presented as Figure 4.8.
Figure 4.8 - Visual Staff influences Shopping Experience in-store

As said by Table 4.12, the importance level result of visual staff according to 600 valid
responses is Mean= 3.81, Mode= 4, Std =0.906, which has fallen into the level of “Important”.
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Visual Staff 600 1 5 3.81 4 0.906
The output of the frequency test of Visual Staff (Table 4.13) shows the Frequency, Percent,
Visual Staff
Percent Percent
unimportant
Important 292 48.7 48.7 79.2
Very Important 125 20.8 20.8 100
Total 600 100 100
69.5% of participants believe the retailing staff and their visual appearance has an important
influence on cosmetic shopping experience in-store (Important 48.7%, Very important
Figure 4.9 - The Visual Staff histogram of frequency
In conclusion, according to 600 valid consumer responses, the visual stimulus from retailing
staff has an important influence on the cosmetic shopping experience in-store. This result is
corresponding with the assumption from literature review (Lakshmi and Babu, 2019), and it
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proves the research gap of visual sensory cues from people that is important to consumer
shopping experience.
• H1b Visual Staff: The retailing staff and their visual appearance has an important
4.2.1.1.2.3. Smell Store

This section is the test of smell stimulus from physical store design, short as “Smell Store”, in
Figure 4.10 - Smell Store influences Shopping Experience in-store

The importance level result of smell store according to 600 valid responses is Mean= 3.85,
Mode= 4, Std =0.888, which has fallen into the level of “Important”. The Descriptive statistics
output shows in Table 4.14.
Smell Store 600 1 5 3.85 4 0.888
The output of the frequency test of Smell Store (Table 4.15) shows the Frequency, Percent,
Smell Store
Percent Percent
unimportant
Important 317 52.8 52.8 79.2
Total 600 100 100
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73.6% of participants believe the physical design of store’s smell setting has an important
influence on cosmetic shopping experience in-store (Important 52.8%, Very important 20.8%).
A histogram of frequency helps (Figure 4.11) to visualize the result.
Figure 4.11 - The Smell Store histogram of frequency

In conclusion, according to 600 valid consumer responses, the smell stimulus from physical
result is corresponding with the assumption from literature review (Goldkuhl and Styven, 2007；
Hulten, 2011; Sliburyte and Vaitieke, 2019).
• H2a Smell Store: The physical design of the store's smell setting has an important
4.2.1.1.2.4. Smell Staff

This section is the test of smell stimulus from retailing staff, short as “Smell Staff”, in terms of
how important it is to the consumer cosmetic shopping experience in-store. This part of the
framework is presented as Figure 4.12.
Figure 4.12 - Smell Staff influences Shopping Experience in-store

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The importance level result of smell staff according to 600 valid responses is Mean= 3.67,
Smell Staff 600 1 5 3.67 4 0.933
The output of the frequency test of Smell Staff (Table 4.17) shows the Frequency, Percent,
Smell Staff
Percent Percent
unimportant
Important 280 46.7 46.7 83.2
Total 600 100 100
63.5% of participants believe the retailing staff and their scent has an important influence on
cosmetic shopping experience in-store. (Important 46.7%, Very important 16.8%). A
histogram of frequency (Figure 4.13) helps to visualize the result.
Figure 4.13 - The Smell Staff histogram of frequency
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In conclusion, according to 600 valid consumer responses, the smell stimulus from retailing
corresponding with the assumption from literature review (Axel and Buck, 2004；Goldkuhl
and Styven, 2007；Sliburyte and Vaitieke, 2019), and it fills the research gap of smell sensory
cues from people that is important to consumer shopping experience.
• H2b Smell Staff: The retailing staff and their scent has an important influence on
4.2.1.1.2.5. Sound Store

This section is the test of sound stimulus from physical store design, short as “Sound Store”,
in terms of how important it is to the consumer cosmetic shopping experience in-store. This
part of the framework is presented as Figure 4.14.
Figure 4.14 - Sound Store influences Shopping Experience in-store

The importance level result of sound store according to 600 valid responses is Mean= 3.21,
Mode= 3, Std =1.011, which has fallen into the level of “Neither important nor unimportant”.
The high Std. deviation >1 suggests the value is highly spread, which indicates the opinion on
the importance of sound store varies from different participants. More comparison analysis will
be presented in a later section. The Descriptive statistics output shows in Table 4.18.
Sound Store 600 1 5 3.21 3 1.011
The output of the frequency test of Sound Store (Table 4.19) shows the Frequency, Percent,
Sound Store
Percent Percent
Valid Very unimportant 36 6 6 6
Unimportant 95 15.8 15.8 21.8
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unimportant
Important 182 30.3 30.3 91
Very important 54 9 9 100
Total 600 100 100
39.3% of participants believe the physical design of store’s sound setting has an important
influence on cosmetic shopping experience in-store (Important 30.3%, Very important 9%).
38.8% of participants consider it was Neither important nor unimportant. A histogram of
frequency (Figure 4.15) helps to visualize the result.
Figure 4.15 - The Sound Store histogram of frequency

In conclusion, according to 600 valid consumer responses, the sound stimulus from physical
store design has a neither important nor unimportant influence on the cosmetic shopping
experience in-store. This result is not corresponding with the assumption from literature review,
as previous researches suggested the sound cue has a significant influence on consumer
shopping experience (Milliman, 1982；Yalch and Milne, 2000；Biswas, 2019； Coulter and
Suri, 2020). However, in the UK cosmetic context, the sound setting such as background music
becomes neither important nor unimportant to a certain number of consumers. As the high Std
deviation >1 suggests the value is highly spread, which means some consumers consider the
sound setting in-store is important and some are not. Therefore, a further analysis on
comparison between different consumer groups is conducted in section 5 Groups comparison
analysis.
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• H3a Sound Store: The physical design of the store's sound setting has a neither
important nor unimportant influence on cosmetic shopping experience in-store.
4.2.1.1.2.6. Sound Staff

This section is the test of sound stimulus from retailing staff, short as “Sound Staff”, in terms
of how important it is to the consumer cosmetic shopping experience in-store. This part of the
Figure 4.16 - Sound Staff influences Shopping Experience in-store

The importance level result of smell staff according to 600 valid responses is Mean= 3.59,
Sound Staff 600 1 5 3.59 4 0.968
The output of the frequency test of Sound Staff (Table 4.21) shows the Frequency, Percent,
Sound Staff
Percent Percent
Valid Very unimportant 24 4 4 4
unimportant
Important 268 44.7 44.7 85
Total 600 100 100
59.7% of participants believe the retailing staff and their voice service has an important
A histogram of frequency (Figure 4.17) helps to visualize the result.
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Figure 4.17 - The Sound Staff histogram of frequency
In conclusion, according to 600 valid consumer responses, the sound stimulus from retailing
corresponding with the assumption from literature review (Argo et al. 2010; Labrecque, 2020),
and it fills the research gap of sound sensory cues from people that is important to consumer
shopping experience.
• H3b Sound Staff: The retailing staff and their voice service has an important influence
4.2.1.1.2.7. Touch Store

This section is the test of touch stimulus from physical store design, short as “Touch Store”, in
Figure 4.18 - Touch Store influences Shopping Experience in-store

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The importance level result of touch store according to 600 valid responses is Mean= 3.87,
Touch Store 600 1 5 3.87 4 0.815
The output of the frequency test of Touch Store (Table 4.23) shows the Frequency, Percent,
Touch Store
Percent Percent
Unimportant 23 3.8 3.8 5
Neither important nor 132 22 22 27
unimportant
Important 317 52.8 52.8 79.8
Total 600 100 100
73% of participants believe the physical design of store’s touch setting has an important
Figure 4.19 - The Touch Store histogram of frequency
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In conclusion, according to 600 valid consumer responses, the touch stimulus from physical
result is corresponding with the assumption from literature review (Aitamer and Zhou, 2011;
Hultén, 2012; Biswas et al. 2014；Sliburyte and Vaitieke, 2019; Perumual, Ali and Shaari,
2021).
• H4a Touch Store: The physical design of the store's touch setting has an important
4.2.1.1.2.8. Touch Staff

This section is the test of touch stimulus from retailing staff, short as “Touch Staff”, in terms
of how important it is to the consumer cosmetic shopping experience in-store. This part of the
Figure 4.20 - Touch Staff influences Shopping Experience in-store

The importance level result of touch staff according to 600 valid responses is Mean= 3.81,
Touch Staff 600 1 5 3.81 4 0.851
The output of the frequency test of Touch Staff (Table 4.25) shows the Frequency, Percent,
Touch Staff
Percent Percent
Unimportant 30 5 5 6.2
Neither important nor 155 25.8 25.8 32
unimportant
Important 289 48.2 48.2 80.2
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Total 600 100 100
68% of participants believe the retailing staff and their touch service has an important
Figure 4.21 - The Touch Staff histogram of frequency
In conclusion, according to 600 valid consumer responses, the touch stimulus from retailing
staff service has an important influence on the cosmetic shopping experience in-store. This
result is corresponding with the assumption from literature review (Underhill’s, 2000; Jeong,
Im and Kim, et al. 2017; Haase, Wiedmann and Labenz, 2018; Erskine, 2019), and it fills the
research gap of sound sensory cues from people that is important to consumer shopping
experience.
• H4b Touch Staff: The retailing staff and their touch service has an important influence
4.2.1.1.2.9. Taste Store

This section is the test of taste stimulus from physical store design, short as “Taste Store”, in
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Figure 4.22 - Taste Store influences Shopping Experience in-store
The importance level result of touch store according to 600 valid responses is Mean= 2.95,
The high Std. deviation >1 suggests the value is highly spread, which indicates the opinion of
participants on the importance of taste store is different. More comparison analysis will be
presented in a later section. The Descriptive statistics output shows in Table 4.26.
Taste Store 600 1 5 2.95 3 1.135
The output of the frequency test of Taste Store (Table 4.27) shows the Frequency, Percent,
Taste Store
Percent Percent
Unimportant 126 21 21 33.7
unimportant
Important 151 25.2 25.2 92
Total 600 100 100
26% of participants believe the physical design of the store’s taste setting has an important
33.2% of participants considered it was Neither important nor unimportant. A histogram of
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Figure 4.23 - The Taste Store histogram of frequency
In conclusion, according to 600 valid consumer responses, the taste stimulus from physical
store design has a neither important nor unimportant influence on the cosmetic shopping
as previous research suggested the taste cue has a significant influence on consumer experience
(Hultén, 2015; Lund, 2015; Perumal, Ali and Shaari, 2021). However, the high Std deviation >1
suggests the value is highly spread, which means in the cosmetic context, some consumers
consider that serving food or drink in-store is important and some are not. Therefore, a further
analysis on comparison between different consumer groups is conducted in the Section 5
Groups comparison analysis.
• H5a Taste Store: The physical design of the store's taste setting has a neither
4.2.1.1.2.10. Taste Staff

This section is the test of taste stimulus from retailing staff, short as “Taste Staff”, in terms of
how important it is to the consumer cosmetic shopping experience in-store. This part of the
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Figure 4.24 - Taste Staff influences Shopping Experience in-store
The importance level result of touch staff according to 600 valid responses is Mean= 2.91,
The high Std. deviation >1 suggests the value is highly spread, which indicates the point view
of different participants on the importance of taste staff is variable. More comparison analysis
will be presented in a later section. The Descriptive statistics output shows in Table 4.28.
Taste Staff 600 1 5 2.91 3 1.168
The output of the frequency test of Taste Staff (Table 4.29) shows the Frequency, Percent,
Taste Staff
Percent Percent
Unimportant 106 17.7 17.7 33.3
unimportant
Important 144 24 24 91.8
Very Important 49 8.2 8.2 100
Total 600 100 100
32.2% of participants believe the retailing staff and their food/drink service has an important
influence on cosmetic shopping experience in-store (Important 24%, Very important 8.2%).
34.5% of participants consider it was Neither important nor unimportant. A histogram of
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Figure 4.25 - The Taste Staff histogram of frequency
In conclusion, according to 600 valid consumer responses, the taste stimulus from retailing
staff has a neither important nor unimportant influence on the cosmetic shopping
as previous cases suggested the taste cue has a significant influence on consumer experience
(Pittilla, 2010；Kirk, 2017). However, the high Std deviation >1 suggests the value is highly
spread, which means in the cosmetic context, some consumers consider the service of inviting
professional cocktail mixologists in-store is important and some are not. Therefore, a further
analysis on comparison between different consumer groups is conducted in Section 5 Groups
comparison analysis.
• H5b Taste Staff: The retailing staff and their food/drink service has a neither
4.2.1.1.3. Conclusion of Sensory Marketing → Shopping Experience in-store

A summary of sensory marketing factors Mean and Mode analysis result is presented from
high to low as Table 4.30:
Table 4.30 - The summary of sensory marketing factors results
Hypotheses Sensory marketing factors Mean Mode Result
H1a Visual Store 3.88 4 Important
H4a Touch Store 3.87 4 Important
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H2a Smell Store 3.85 4 Important
H4b Touch Staff 3.81 4 Important
H1b Visual Staff 3.81 4 Important
H2b Smell Staff 3.67 4 Important
H3b Sound Staff 3.59 4 Important
H3a Sound Store 3.21 3 Neither important nor unimportant
H5a Taste Store 2.95 3 Neither important nor unimportant
H5b Taste Staff 2.91 3 Neither important nor unimportant
Total 3.56 4 Important
In conclusion, there are three sensory marketing stimuli: “Sound Store”, “Taste Store” and
“Taste Staff” are considered as “Neither important nor unimportant”, which do not correspond
with initial assumptions that they are important to the consumer shopping experience in-store.
This suggests that in the UK cosmetic context, a certain number of female consumers do not
think these sensory cues are important enough regarding their shopping experience in-store.
But these sensory stimuli are not unimportant either. Therefore, further analyses are conducted
in the later sections to investigate consumers’ opinions and needs.
Additionally, the rest of sensory marketing stimuli have an important influence on the
consumer cosmetic shopping experience in-store according to consumers’ survey data. “Visual
Store”, “Touch Store” and “Smell Store” are sensory stimuli from the physical store design,
which are the top three important sensory marketing factors in the cosmetic context. This result
matches with assumptions in the literature review chapter, these three stimuli remain important
in nowadays and in the cosmetic industry. However, the sensory stimuli from retailing staff are
proved to be important as well, which fill the research gap and provide valuable insights to
both academia and industry. “Touch Staff”, “Visual Staff”, “Smell Staff” and “Sound Staff”,
the multisensory service of retailing staff is important to the consumer cosmetic shopping
experience.
To sum up, the overall sensory marketing stimuli has the average Mean of 3.56 and the Mode
of 4, which fall into the level of “Important”. Therefore, the first part of the framework has
been initially tested: Sensory marketing →Shopping experience in-store, sensory marketing
has an important influence on the shopping experience in-store.
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4.2.1.2. Section 2: Shopping experience in-store → Post-purchase Outcomes
Section 2 is testing the second part of the research framework (Figure 4.26), which is examining
the assumption that the shopping experience in-store has an important influence on the post-
purchase outcomes. Three dimensions of post-purchase outcomes are tested, satisfaction of
purchase, willingness of re-visit the store and willingness of re-purchase the brand. Same
structure as section 1, the reliability data test is followed by the detailed descriptive data
analysis, and the final result is concluded in the end.
Figure 4.26 - Framework part 2: Shopping Experience in-store → Post-purchase

outcome (Researcher’s own, 2020)
4.2.1.2.1. Reliability test
A reliability test has run to determine the validity of the data. Tested variables are three post-
purchase outcomes. In the Case Processing Summary table (Table 4.31), it reveals there are
600 responses in total, 100% is valid.
Table 4.31 - The output of case processing summary
Case Processing Summary
N %
Cases Valid 600 100
Excludeda 0 0
Total 600 100
a Listwise deletion based on all variables in the procedure.
According to the Reliability Statistics table (Table 4.32), the Cronbach’s alpha is 0.758, which
indicates the reliability of this data is acceptable, there is a good level of internal consistency
with this specific sample.
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Table 4.32 - The output of Cronbach’s alpha test
Reliability Statistics
Cronbach’s Cronbach’s Alpha Based on Standardized N of
Alpha Items Items
0.758 0.758 3
According to the Item-Total Statistics table (Table 4.33), removal of any item wouldn’t result
in a higher Cronbach’s alpha. Therefore, no items need to be removed.
Table 4.33 - The output of Item-Total Statistics
Item-Total Statistics
Scale Mean if Scale Corrected Squared Cronbach’s
Item Deleted Variance if Item-Total Multiple Alpha if Item
Item Deleted Correlation Correlation Deleted
Satisfaction 8.27 1.51 0.531 0.283 0.737
Revisit 8.28 1.329 0.624 0.395 0.635
Repurchase 8.44 1.209 0.616 0.39 0.645
4.2.1.2.2. Descriptive Statistics

This section addresses the data of consumers’ opinions on how important of the overall
shopping experience in-store to their post-purchase outcomes. The measurement scale remains
the same, 5-Likert scale by importance. According to the mean and mode of the statistics and
the frequency test with the histogram to show the normality distribution, this result reveals 600
participants’ valid responses on the important level of shopping experience on post-purchase
outcomes, including satisfaction of purchase, willingness of re-visit the store and willingness
of re-purchase the brand. Thus, the statistics of 3 post-purchase outcomes are presented in the
following sections.
4.2.1.2.2.1. Satisfaction of purchase

This section is the test of how important the shopping experience in-store is to the consumer’s
satisfaction of purchase in the cosmetic context. This part of the framework is presented as
Figure 4.27.
Figure 4.27 - Shopping Experience in-store influences Satisfaction of purchase

145
The importance level result of shopping experience in-store to satisfaction of purchase
according to 600 valid responses is Mean= 4.23, Mode= 4, Std =0.621, which has fallen into
the level of “Important”. The Descriptive statistics output shows in Table 4.34.
Satisfaction 600 1 5 4.23 4 0.621
The output of the frequency test (Table 4.35) shows the Frequency, Percent, Valid Percent and
Cumulative Percent.
Satisfaction
Percent Percent
Valid Neither important nor 63 10.5 10.5 10.5
unimportant
Important 338 56.3 56.3 66.8
Total 600 100 100
89.5% of participants believe shopping experience in-store of cosmetics has an important

influence on the satisfaction of purchase (Important 56.3%, Very important 33.2%). A
histogram of frequency (Figure 4.28) helps to visualize the result.
Figure 4.28 - The histogram of frequency

In conclusion, according to 600 valid consumer responses, the overall multisensory shopping
experience in-store has an important influence on their satisfaction of purchase. Not only that
89.5% participants consider it important, but also no one thinks the shopping experience is
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unimportant. This result is corresponding with the assumption from literature reviews (James,
2014; Spence et al. 2014; Sliburyte and Vaitieke, 2019; Manzano, Serra and Gavilán, 2019).
The overall multisensory shopping experience plays a major role on whether consumers are
satisfied with their purchase.
4.2.1.2.2.2. Re-visit the store

willingness to re-visit the store in the cosmetic context. This part of the framework is presented
as Figure 4.29.
Figure 4.29 - Shopping Experience in-store influences Willingness of re-visit the store
The importance level result of shopping experience in-store to the willingness to re-visit the
store according to 600 valid responses is Mean= 4.21, Mode= 4, Std =0.658, which has fallen
into the level of “Important”. The Descriptive statistics output shows in Table 4.36.
Revisit 600 1 5 4.21 4 0.658
Cumulative Percent.
Revisit
Percent Percent
Valid Unimportant 3 0.5 0.5 0.5
unimportant
Important 322 53.7 53.7 65.8
Total 600 100 100
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87.9% of participants believe shopping experience in-store of cosmetics has an important
influence on the willingness to re-visit the store (Important 53.7%, Very important 34.2%).

experience in-store has an important influence on their willingness to re-visit the store.
Similarly, 87.9% participants consider it important, and no one thinks the shopping experience
is unimportant. This result is corresponding with the assumption from literature reviews (James,
2014; Spence et al. 2014; Sliburyte and Vaitieke, 2019; Manzano, Serra and Gavilán, 2019).
The overall multisensory shopping experience determines whether consumers are willing to re-
visit the store
4.2.1.2.2.3. Re-purchase the brand

willingness to re-purchase the brand in the cosmetic context. This part of the framework is
presented as Figure 4.31.
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Figure 4.31 - Shopping Experience in-store influences Willingness of re-purchase the
brand
The importance level result of shopping experience in-store to the willingness of re-purchase
the brand according to 600 valid responses is Mean= 4.06, Mode= 4, Std =0.722, which has
fell into the level of “Important”. The Descriptive statistics output shows in Table 4.38.
Repurchase 600 1 5 4.06 4 0.722
Cumulative Percent.
Repurchase
Percent Percent
Valid Unimportant 13 2.2 2.2 2.2
Neither important nor 101 16.8 16.8 19
unimportant
Important 325 54.2 54.2 73.2
Total 600 100 100
81% of participants believe shopping experience in-store of cosmetics has an important

influence on the willingness to re-purchase the brand (Important 54.2%, Very important
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experience in-store has an important impact on their willingness to re-purchase the brand.
Similarly, the majority, 81% of consumers believe it is important. Therefore, a positive
multisensory shopping experience remains crucial to most consumers on whether they are
willing to repurchase the brand in the future, which echoes with the assumption from the
literature review chapter (Bayraktar et al. 2012; Guttmann, 2018；Lee and Hwang, 2019；
Perumual, Ali and Shaari, 2021).
4.2.1.2.2.4. Conclusion of Shopping experience in-store → Post-purchase Outcomes

A summary of post-purchase outcomes Mean and Mode analysis result is presented from high
to low as Table 4.40:
Table 4.40 - The summary of post-purchase outcomes results

Hypotheses Post-purchase outcomes Mean Mode Result
H6a Satisfaction 4.23 4 Important
H6b Re-visit the store 4.21 4 Important
H6c Re-purchase the brand 4.06 4 Important
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In conclusion, the overall multisensory shopping experience in-store has an important influence
on each post-purchase outcome with over 80% consumers agreed. To satisfy targeted
consumers and make them want to repeatedly visit the store and purchase the brand,
organisations need to provide a positive overall shopping experience, not only focus on one
sensory stimulus but balance all of them.
4.2.1.2.3. Conclusion of Sensory marketing → Shopping experience in-store → Post-

purchase Outcomes
A summary of previous analysis result of testing the framework in the UK cosmetic industry
is presented as Figure 4.33:
Figure 4.33 - The result of testing the framework
In order to do a further study of sensory marketing factors and post-purchase outcomes, an

exploratory factor analysis was conducted to explore the relationship between sensory
marketing factors. This analysis reveals the underlying link among different sensory stimuli
and regroups them. In addition, a multiple regression analysis was conducted to test if the
implementation of sensory marketing could predict each post-purchase outcome. The analysis
and result are presented in the following sections.
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4.2.1.3. Section 3: Exploratory Factor Analysis
Krishna (2013) suggests that the sensory stimulations may amplify one another when they are
congruent in some way, therefore it is important to identify which sensory marketing elements
should be considered as a group factor. To further investigate the number of constructs and
structure of 10 sensory marketing elements, an exploratory factor analysis was conducted. The
purpose of factor analysis is “to define the underlying structure among the variables in the
analysis” (Hair, et al. 2010, pp.94), the result will summarise the underlying patterns of
correlation and looking for groups of closely related or not related items (Tabachnick and Fdell,
2007). The exploratory factor analysis using a principal-axis factor extraction was conducted
to determine the factor structure.
4.2.1.3.1. Sensory marketing factors

This section is the Exploratory Factor Analysis process of ten sensory marketing factors. The
factor loading result reveals whether some of sensory marketing factors will group together
and generate a new structure to provide a new perspective of analyzing sensory marketing
factors.
First of all, the KMO and Bartlett’s Test indicates the suitability of this data for structure
detection. The acceptable value of KMO measure of sampling adequacy is between 0.6 and 1.0
and Bartlett's test of sphericity is Sig.< .05 (Tabachnick and Fidell, 2007). The result is
presented as Table 4.41 down below:
Table 4.41 - The output of KMO and Bartlett’s Test

KMO and Bartlett’s Test
Kaiser-Meyer-Olkin Measure of Sampling Adequacy. .782
Bartlett’s Test of Approx. Chi-Square 1879.591
Sphericity df 45
Sig. .000
The value of Kaiser-Meyer-Olkin Measure of Sampling Adequacy is 0.782, this is a statistic

that indicates the proportion of variance in your variables that might be caused by underlying
factors. If the value is close to 1.0, it generally indicates that a factor analysis may be useful
with this data. If the value is less than 0.50, the results of the factor analysis probably won’t be
very useful. Therefore, this data is suitable for factor analysis. Bartlett’s test of sphericity tests
152
the hypothesis that the correlation matrix is an identity matrix, which would indicate that
variables are unrelated and therefore unsuitable for structure detection. The significance level
p-value <.05 indicates that a factor analysis is suitable for this data.
The table of Total Variance Explained (Table 4.42) down blow includes the initial solution,
extracted components, and rotated components.
Table 4.42 - The output of Total Variance Explained

Total Variance Explained
Component Initial Eigenvalues Extraction Sums of Squared Loadings Rotation Sums of Squared Loadings
Total % of Cumulative % Total % of Cumulative % Total % of Cumulative %
Variance Variance Variance
1 3.71 37.102 37.102 3.71 37.102 37.102 2.233 22.332 22.332
2 1.527 15.27 52.372 1.527 15.27 52.372 2.04 20.398 42.73
3 1.058 10.575 62.947 1.058 10.575 62.947 2.022 20.217 62.947
4 0.772 7.723 70.67
5 0.715 7.149 77.819
6 0.645 6.45 84.27
7 0.559 5.59 89.859
8 0.417 4.172 94.031
9 0.36 3.601 97.632
10 0.237 2.368 100
Extraction Method: Principal Component Analysis.
According to Initial Eigenvalues output, the Total column gives the eigenvalue, or amount of
variance in the original variables accounted for by each component. The % of Variance column
gives the ratio, expressed as a percentage, of the variance accounted for by each component to
the total variance in all the variables. The Cumulative % column gives the percentage of
variance accounted for by the first n components. In conclusion, there are three components
above an eigenvalue of 1, and all the other potential factors were below 1 so they were not
extracted. These three components explained nearly 63% of the variance. The Scree Plot helps
to determine the optimal number of components shows as Figure 4.34:
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Scree Plot
4
3.5
3
Eigenvalue
2.5
2
1.5
1
0.5
0
1 2 3 4 5 6 7 8 9 10
Component Number
Figure 4.34 - The Scree Plot
The component matrix with Varimax rotation helps to determine what components represent,
the Rotated Component matrix table shows as Table 4.43:
Table 4.43 - The output of the Rotated Component Matrix

Rotated Component Matrixa
Component
1 2 3
Visual Store 0.687 -0.036 0.049
Visual Staff 0.741 0.01 0.222
Smell Store 0.731 0.205 0.22
Smell Staff 0.725 0.247 0.229
Sound Store 0.165 0.475 0.432
Sound Staff 0.228 0.275 0.584
Touch Store 0.154 0.028 0.826
Touch Staff 0.192 0.091 0.797
Taste Store 0.092 0.886 0.133
Taste Staff 0.063 0.916 0.072
Rotation Method: Varimax with Kaiser Normalization.
A Rotation converged in 4 iterations.
In order to have a clear view of the loading result, the display format is sorted by size and
suppress small coefficients that absolute value below 0.40:
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Table 4.44 - The output of the Rotated Component Matrix after suppress
Component
1 2 3
Visual Staff 0.741
Smell Store 0.731
Smell Staff 0.725
Visual Store 0.687
Taste Staff 0.916
Taste Store 0.886
Sound Store 0.475 0.432
Touch Store 0.826
Touch Staff 0.797
Sound Staff 0.584
Rotation Method: Varimax with Kaiser Normalization.
A Rotation converged in 4 iterations.
Therefore, the factor loading result is reported as below:

• Component 1 was comprised of 4 items “Visual staff”, “Smell Store”, “Smell Staff” and
“Visual Store”, reported on a 5-point Likert scale that explained 37.1% of the variance
with factor loadings from .687 to .741.
• Component 2 was comprised of 3items “Taste Staff”, “Taste Store” and “Sound Store”
reported on a 5-point Likert scale that explained 15.3% of the variance with factor loadings
from .475 to .916.
• Component 3 was comprised of 3items “Touch Store”, “Touch Staff” and “Sound Staff”
reported on a 5-point Likert scale that explained 10.6% of the variance with factor loadings
from .584 to .826.
First of all, “Visual staff”, “Visual Store”, “Smell Store” and “Smell Staff” will shape the
impression of a brand and its product at the beginning, thus the naming of Component 1 is
Impression. Secondly, “Taste Staff”, “Taste Store” and “Sound Store” will provide a shopping
environment with hospitality, thus the naming of Component 2 is Hospitality. Lastly, “Touch
Store”, “Touch Staff” and “Sound Staff” is the stage where consumers start engaging with the
brand and its product and having interactions, thus the naming of Component 3 is Engagement.
Three components are sorted by the Eigenvalue (Component 1 =3.71> Component 2 =1.527>
Component 3 =1.058), the order of three components is corresponding with the consumer
155
shopping process in-store. The process starts with a consumer shopping in a store, the first
impression is composed of visual and smell stimulus, for example, the brand counter design
and layout, the aroma of the environment, the look and perfume of the retailing staff.
Additionally, further hospitality could be created by playing trendy background music, serving
some drinks, or even having a professional cocktail mixologist in-store to provide a leisure
time. Next is the engagement moment when the consumer directly interacts with the brand, by
trying on the product with the assistance of the retailing staff, such as, having makeup/ facial/
massage treatment to feel the product, communicating with personal needs and then getting
some recommendations. In summary, these three stages are the in-store part decision-making
process from a new sensory marketing perspective. Therefore, the new sensory marketing
shopping process in-store model is generated as (Figure 4.35): Impression- Hospitality-
Engagement.
Figure 4.35 - Sensory marketing decision-making process (Researcher’s own, 2020)
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4.2.1.3.2. Post-purchase outcome factors
This section is the Exploratory Factor Analysis process of three post-purchase outcomes. The
factor loading result reveals whether “Satisfaction of purchase”, “Willingness of re-visit the
store” and “Willingness of re-purchase the brand” could be considered together. First of all,
the KMO and Bartlett’s test output is presented as Table 4.45:
Table 4.45 - The output of KMO and Bartlett’s Test

Bartlett’s Test of Sphericity Approx. Chi-Square 449.774
df 3
Sig. .000
The value of Kaiser-Meyer-Olkin Measure of Sampling Adequacy is 0.682, which is

acceptable but relatively low. The significance level of Bartlett’s Test of Sphericity is p-value
<.05, therefore, this data is suitable for factor analysis.
The table of Total Variance Explained (Table 4.46) down blow includes the initial solution,

Component Initial Eigenvalues Extraction Sums of Squared Loadings
Total % of Variance Cumulative % Total % of Variance Cumulative %
1 2.024 67.468 67.468 2.024 67.468 67.468
2 0.562 18.737 86.204
3 0.414 13.796 100
According to the result, there is only one component that was above an eigenvalue of 1, and all
the other potential factors were below 1 so they were not extracted. This component explained
nearly 67.5% of the variance. The Scree Plot (Figure 4.36) helps to determine the optimal
number of components shows as below:
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Figure 4.36 - The Scree Plot
The component matrix helps to determine what components represent. Because only one
component was extracted, thus the solution cannot be rotated. In order to have a clear view of
the loading result (Table 4.47), the display format is sorted by size and suppresses small
coefficients that have absolute value below 0.40.
Table 4.47 - The output of the Rotated Component Matrix after suppress
Component Matrixa
Component
1
Revisit 0.844
Repurchase 0.840
Satisfaction 0.779
A 1 component extracted.
Therefore, the factor loading result (Figure 4.37) is reported as below:

Component 1 was named as Post-purchase outcomes, which was composed of 3 items reported
on a 5-point Likert scale that explained 67.5% of the variance with factor loadings from .844
to .779.
158
Figure 4.37 - Post-purchase outcomes (Researcher’s own, 2020)
In conclusion, the factor loading result suggests three post-purchase outcomes “Satisfaction of
purchase”, “Willingness of re-visit the store” and “Willingness of re-purchase the brand” could
be considered as a group component. But the value of Kaiser-Meyer-Olkin Measure of
Sampling Adequacy is 0.682, which is acceptable but relatively low, therefore in order to
achieve a more precise result, these three post-purchase outcomes could be considered as three
variables.
4.2.1.4. Section 4: Multiple Regression Test

To analyse if the independent variables of sensory marketing could predict each dependent
variable of post-purchase outcomes, this study conducts a multiple regression analysis.
Regression analysis is about determining how changes in the independent variables are
associated with changes in the dependent variable (Frost, 2020). The overall framework of the
multiple regression test is presented as Figure 4.38:
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Figure 4.38 - The framework of Sensory marketing predicts Post-purchase outcomes
In the multiple regression analysis, Sensory marketing factors work as Predictors (independent
variables), Post-purchase outcomes are Outcomes (dependent variables). According to the
result of Exploratory Factor Analysis from the last section, ten sensory marketing stimuli could
be grouped as three components: Impression- Hospitality - Engagement, therefore, variables in
the same component are tested together as they happen in the same stage of the shopping
process. Additionally, three post-purchase outcomes work as three dependent variables to
precisely analyse which sensory marketing factor could predict each outcome. In summary,
three groups of sensory marketing predictors are successively tested whether they could
significantly predict each post-purchase outcome.
The following sections are the process of multiple regression analysis. There are three parts
categorised by the dependent variables: 1 Satisfaction, 2 Re-visit the store, 3 Re-purchase the
brand, each part has three subsections composed of sensory marketing components: 1
Impression, 2 Hospitality, 3 Engagement.
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4.2.1.4.1. Sensory marketing → Satisfaction of purchase
A multiple regression analysis was conducted to test the Model 1 (Figure 4.39), if independent
variables – Sensory marketing factors could predict the dependent variable – Satisfaction of
purchase. The analysis process of Model 1-1 Impression → Satisfaction, Model 1-2 Hospitality
→ Satisfaction, and Model 1-3 Engagement → Satisfaction, are presented in the following
sections.
Figure 4.39 - Model 1 Sensory marketing predicts Satisfaction of purchase

4.2.1.4.1.1. Model 1-1: Impression → Satisfaction of purchase

The outputs of the Model 1-1 multiple regression analysis are addressed as follows: Summary
table, ANOVA table and Coefficients table.
First of all, the Model 1-1 Summary table (Table 4.48) provides the R, R , adjusted R , and the
2 2
standard error of the estimate. The value of adjusted R shows that the independent variables
2
explain 10.4% of the variability of the dependent variable. Studies of human behaviour will
have relatively low R because they have an inherently greater amount of unexplainable
2
variation, people are harder to predict than physical processes (Frost, 2020).
161
Table 4.48 -The output of Model 1-1 Summary
Model 1-1 Summary b
Model R R Square Adjusted R Square Std. Error of the Estimate
1-1 .331a 0.11 0.104 0.588
a Predictors: (Constant), Smell Staff, Visual Store, Visual Staff, Smell Store
b Dependent Variable: Satisfaction
Secondly, the F-ratio in the ANOVA table (Table 4.49) is to estimate the overall significance
of the regression model. The result shows that the independent variables (Impression of sensory
marketing) statistically significantly predict the dependent variable (Satisfaction of purchase),
F (4,595) = 18.358, p<.05.
Table 4.49 -The output of Model 1-1 ANOVA
Model 1-1 ANOVAa
Model Sum of Squares df Mean Square F Sig.
1-1 Regression 25.397 4 6.349 18.358 .000b
Residual 205.777 595 0.346
Total 231.173 599
a Dependent Variable: Satisfaction
b Predictors: (Constant), Smell Staff, Visual Store, Visual Staff, Smell Store
Lastly, the coefficients describe the mathematical relationship between independent variables
and the dependent variable. A positive coefficient suggests that if the value of the independent
variable increases, the mean of the dependent variable will increase as well. A negative
coefficient indicates that if the independent variable increases, the dependent variable will
decrease (Frost, 2020). According to the result (Table 4.50), as the increase of “Visual Store”/
“Visual Staff”/ “Smell Store”/ “Smell Staff”, the mean of “Satisfaction of purchase” tends to
increase. If the p-value (Sig.) <.05 (highlight in red) indicates the relationship is statistically
significant. Therefore, “Visual Store” and “Visual Staff” are significantly different from zero.
The result is presented as table Model I-1 Coefficients:
Table 4.50 -The output of Model 1-1 Coefficient
Model 1-1 Coefficientsa
Model Unstandardized Coefficients Standardized Coefficients t Sig.
B Std. Error Beta
1-1 (Constant) 3.072 0.138 22.227 0
162
Visual Store 0.119 0.03 0.172 4.004 0
Visual Staff 0.075 0.032 0.11 2.357 0.019
Smell Store 0.043 0.035 0.062 1.219 0.223
Smell Staff 0.066 0.034 0.098 1.9 0.058
Report:
A multiple regression was run to predict Satisfaction of Purchase from Impression of sensory
marketing. There were two variables statistically significantly predicted Satisfaction of
Purchase, F (4,595) = 18.358, p<.05, adjusted R = .104, which are “Visual Store” p= .000,
2
“Visual Staff” p=.019. The test result of this model is presented as Figure 4.40.
Figure 4.40 - Model 1-1 Impression predicts Satisfaction of purchase

In conclusion, visual sensory stimuli in the Impression can significantly predict the
satisfaction of purchase. This means when the consumer is happy with the visual design of the
store environment and the look of retailing staff such as makeup and uniform, they will be
satisfied with the purchase, and vice versa.
4.2.1.4.1.2. Model 1-2: Hospitality → Satisfaction of purchase

The Model 1-2 Summary table (Table 4.51) shows that the value of adjusted R , which indicates
2
the independent variables explain 4.6% of the variability of the dependent variable.
Model 1-2 Summaryb
1-2 .225a 0.051 0.046 0.607
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a Predictors: (Constant), Taste Staff, Sound Store, Taste Store
The F-ratio in the Model 1-2 ANOVA table (Table 4.52) shows that the independent variables
(Hospitality of sensory marketing) statistically significantly predict the dependent variable
(Satisfaction of purchase), F (3,596) = 10.636, p< .05.
Model 1-2 ANOVAa
1-2 Regression 11.747 3 3.916 10.636 .000b
Residual 219.426 596 0.368
Total 231.173 599
b Predictors: (Constant), Taste Staff, Sound Store, Taste Store
The result of the Coefficients table (Table 4.53) indicates that as the increase of “Sound Store”/
“Taste Store”/ “Taste Staff”, the mean of “Satisfaction of purchase” tends to increase. The p-
value that shows the “Taste Store” is significantly different from zero, p<.05 (highlight in red).
Table 4.53 -The output of Model 1-2 Coefficients
B Std. Error Beta
1-2 (Constant) 3.799 0.092 41.314 0
Sound Store 0.029 0.027 0.047 1.092 0.275
Taste Store 0.104 0.033 0.19 3.12 0.002
Taste Staff 0.009 0.033 0.018 0.288 0.773
Report:
A multiple regression was run to predict Satisfaction of Purchase from Hospitality of sensory
marketing. There was one variable statistically significantly predicted Satisfaction of Purchase,
F (3,596) = 10.636, p<.05, adjusted R = .046, which is “Taste Store” p= .002. The test result
2
of this model is presented as Figure 4.41.
164
Figure 4.41 - Model 1-2 Hospitality predicts Satisfaction of purchase
In conclusion, the taste setting in-store can significantly predict the satisfaction of purchase,
which means serving drinks or foods for consumers could bring more satisfaction and vice
versa. Although the previous mean result of the importance level is “Neither important nor
unimportant”, the regression result suggests the “Taste Store” is significantly associated with
“Satisfaction of purchase”.
4.2.1.4.1.3. Model 1-3: Engagement → Satisfaction of purchase

As said by the table of Model 1-3 Summary (Table 4.54), the value of adjusted R shows that
2
Model 1-3 Summaryb
1-3 .436a 0.19 0.186 0.56
a Predictors: (Constant), Touch Staff, Sound Staff, Touch Store
According to the F-test result (Table 4.55), it shows that the independent variables
(Engagement of sensory marketing) statistically significantly predict the dependent variable
(Satisfaction of purchase), F (3,596) = 46.685, p< .05.
Model 1-3 ANOVAa
1-3 Regression 43.987 3 14.662 46.685 .000b
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Residual 187.186 596 0.314
Total 231.173 599
b Predictors: (Constant), Touch Staff, Sound Staff, Touch Store
According to the Model 1-3 Coefficients table (Table 4.56), as the increase of “Sound Staff”/
“Touch Store”/ “Touch Staff”, the mean of “Satisfaction of purchase” tends to increase. The p-
value shows that “Sound Staff”, “Touch Store” and “Touch Staff” are significantly different
from zero, p<.05 (highlight in red).
B Std. Error Beta
1-3 (Constant) 2.738 0.128 21.343 0
Sound Staff 0.116 0.026 0.18 4.416 0
Touch Store 0.156 0.034 0.205 4.609 0
Touch Staff 0.123 0.033 0.169 3.71 0
Report:
A multiple regression was run to predict Satisfaction of purchase from the Engagement of
sensory marketing. There were three variables statistically significantly predicted Satisfaction
of purchase, F (3,596) = 46.685, p<.05, adjusted R = .186, which are “Sound Staff” p= .000,
2
“Touch Store” p= .000 and “Touch Staff” p= .000. The test result of this model is presented
as Figure 4.42.
Figure 4.42 - Model 1-3 Engagement predicts Satisfaction of purchase

In conclusion, all sensory stimulus in the Engagement component can significantly predict the
satisfaction of purchase. This indicates that the touch experience including physical store
166
setting (i.e. product testers) and the retailing staff service (i.e. makeup/facial/massage
treatment), and the auditory experience from the retailing staff such as greeting,
communication and recommendation etc, are significant to the consumer satisfaction of
purchase.
4.2.1.4.1.4. Conclusion of Sensory marketing → Satisfaction of purchase

The multiple regression analysis result for the dependent variable – Satisfaction of purchase is
summarized as Table 4.57, including Model 1-1, Model 1-2 and Model 1-3.
Table 4.57 - The summary of the dependent variable Satisfaction of purchase

Dependent Variable = Model 1-1 Model 1-2 Model 1-3
Satisfaction of purchase
Independent variables: Coefficient Sig. Coefficient Sig. Coefficient Sig.
Impression Visual Store 0.172 .000
Visual Staff 0.110 .019
Smell Store 0.062 .223
Smell Staff 0.098 .058
Hospitality Sound Store 0.047 .275
Taste Store 0.190 .002
Taste Staff 0.018 .773
Engagement Sound Staff 0.280 .000
Touch Store 0.205 .000
Touch Staff 0.169 .000
R-square 0.110 0.051 0.190
Adj R-square 0.104 0.046 0.186
F 18.358 10.636 46.685
Sig .000 .000 .000
In conclusion, Independent variables (highlighted in red) include “Visual Store” and “Visual
staff” of Impression, “Taste Store” of Hospitality, “Touch Store” “Touch Staff” and “Sound
Staff” of Engagement could statistically significantly predict the dependent variable
“Satisfaction of purchase”. As these independent variables of sensory marketing increase, the
post-purchase outcome of Satisfaction tends to increase, and vice versa. Therefore, the model
of Sensory marketing predicts Satisfaction of purchase is tested in the context of the UK
cosmetic market, and the result is presented as Figure 4.43. This model could be tested in other
contexts, which may result in a different way.
167
Figure 4.43 - Model 1 in the UK cosmetic market: Sensory marketing predicts
Satisfaction of purchase (Researcher’s own, 2020)
4.2.1.4.2. Sensory marketing → Willingness of re-visit the store

A multiple regression analysis was conducted to test Model 2 (Figure 4.44), if independent
variables – Sensory marketing factors could predict the dependent variable – Willingness of
re-visit the store. The analysis results of Model 2-1 Impression → Re-visit the store, Model 2-
2 Hospitality → Re-visit the store, and Model 2-3 Engagement → Re-visit the store, are
presented in the following sections.
168
Figure 4.44 - Model 2 Sensory marketing predicts Willingness of re-visit the store
4.2.1.4.2.1. Model 2-1: Impression → Willingness of re-visit the store

According to the table of Model 2-1 Summary (Table 4.58), the value of adjusted R shows that
2
Model 2-1 Summary b
2-1 .380a 0.145 0.139 0.61
b Dependent Variable: Revisit
The result of the F test (Table 4.59) shows that the independent variables (Impression of
sensory marketing) statistically significantly predict the dependent variable (re-visit the store),
F (4,595) = 25.17, p<.05.
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Model 2-1 ANOVA a
2-1 Regression 37.521 4 9.38 25.17 .000b
Residual 221.744 595 0.373
Total 259.265 599
a Dependent Variable: Revisit
According to the coefficients table (Table 4.60), as the increase of “Visual Store”/ “Visual
Staff”/ “Smell Store”/ “Smell Staff”, the mean of “Willingness of re-visit the store” tends to
increase. The p-value (Sig.) indicates the statistical significance of each of the independent
variables, therefore, “Visual Store” “Visual Staff” and “Smell Store” are significantly different
from zero, p<.05 (highlighted in red).
Model Unstandardized Standardized Coefficients t Sig.
Coefficients
B Std. Error Beta
2-1 (Constant) 2.803 0.143 19.539 0
Visual Store 0.142 0.031 0.193 4.605 0
Visual Staff 0.073 0.033 0.1 2.188 0.029
Smell Store 0.123 0.037 0.166 3.343 0.001
Smell Staff 0.03 0.036 0.043 0.845 0.398
Report:
A multiple regression was run to predict Willingness of Re-visit the store from the Impression
of sensory marketing. There were three variables statistically significantly predicted
Willingness of Re-visit the store, F (4,595) = 25.17, p<.05, adjusted R = .139, which are
2
“Visual Store” p= .000, “Visual Staff” p= .029, “Smell Store” p= .001. The test result of this
model is presented as Figure 4.45.
170
Figure 4.45 - Model 2-1 Impression predicts Willingness of re-visit the store
In conclusion, visual sensory stimuli and the scent of store in the Impression can significantly
predict the willingness of re-visit the store. This means when the visual design of the store (i.e.
counter design, lighting, product display etc.), the look of retailing staff (i.e. makeup and
uniform), and the scent of the environment are pleasant and comfortable to consumers, they
will revisit the store, and vice versa.
4.2.1.4.2.2. Model 2-2: Hospitality → Willingness of re-visit the store

As said by the table of Model 2-2 summary (Table 4.61), the value of adjusted R , which 2
indicates the independent variables explain 3.7% of the variability of the dependent variable.
Model 2-2 Summaryb
a
2-2 .205 0.042 0.037 0.646
The result of the F test (Table 4.62) shows that the independent variables (Hospitality of
sensory marketing) statistically significantly predict the dependent variable (Willingness of re-
visit the store), F (3,596) = 8.723, p<.05.
Model 2-2 ANOVAa
2-2 Regression 10.905 3 3.635 8.723 .000b
Residual 248.36 596 0.417
171
Total 259.265 599
The result of the Coefficients table (Table 4.63) indicates that as the increase of “Sound Store”/
“Taste Store”, the mean of “Willingness of re-visit the store” tends to increase. Additionally,
an increase of “Taste Staff” will have a decrease of “Willingness of re-visit the store”.
According to the p-value, “Sound Store” and “Taste Store” are significantly different from zero,
p<.05 (highlight in red).
B Std. Error Beta
2-2 (Constant) 3.764 0.098 38.476 0
Sound Store 0.083 0.028 0.127 2.918 0.004
Taste Store 0.1 0.036 0.173 2.822 0.005
Taste Staff -0.037 0.035 -0.067 -1.073 0.284
Report:
A multiple regression was run to predict Willingness of Re-visit the store from the Hospitality
of sensory marketing. There were two variables statistically significantly predicted Willingness
of Re-visit the store, F (3,596) = 8.723, p<.05, adjusted R = .037, which are “Sound Store”
2
p= .004, “Taste Store” p= .005. The test result of this model is presented as Figure 4.46.
Figure 4.46 - Model 2-2 Hospitality predicts Willingness of re-visit the store
In conclusion, the taste and sound setting in-store can significantly predict the willingness of
re-visit the store, which means serving drinks or foods for consumers and playing pleasant
background music in-store could make them want to revisit the store, and vice versa. Although
172
the previous mean result of the importance level for these two variables are “Neither important
nor unimportant”, the regression result suggests the “Taste Store” and “Sound Store” are
significantly associated with “Willingness of re-visit the store”.
4.2.1.4.2.3. Model 2-3: Engagement →Willingness of re-visit the store

The result of Adjusted R Square in the Model 2-3 Summary table (Table 4.64) shows that the
independent variables explain 15.5% of the variability of the dependent variable.
Model 2-3 Summaryb
2-3 .399a 0.159 0.155 0.605
According to the F test result in the Model 2-3 ANOVA table (Table 4.65), the independent
variables (Engagement of sensory marketing) statistically significantly predict the dependent
variable (Willingness of re-visit the store), F (3,596) = 37.546, p< .05.
Model 2-3 ANOVAa
2-3 Regression 41.21 3 13.737 37.546 .000b
Residual 218.055 596 0.366
Total 259.265 599
As said by the Model 2-3 Coefficients table (Table 4.66), as the increase of “Sound Staff”/
“Touch Store”/ “Touch Staff”, the mean of “Willingness of re-visit the store” tends to increase.
The p-value shows that “Sound Staff”, “Touch Store” and “Touch Staff” are significantly
different from zero, p<.05 (highlight in red).
173
Coefficients
B Std. Error Beta
2-3 (Constant) 2.79 0.138 20.148 0
Sound Staff 0.11 0.028 0.161 3.876 0
Touch Store 0.112 0.037 0.139 3.063 0.002
Touch Staff 0.157 0.036 0.204 4.385 0
Report:
A multiple regression was run to predict Willingness of re-visit the store from the Engagement
Willingness of re-visit the store, F (3,596) = 37.546, p< .05, adjusted R = .155, which are
2
“Sound Staff” p= .000, “Touch Store” p= .002 and “Touch Staff” p= .000. The test result of
this model is presented as Figure 4.47.
Figure 4.47 - Model 2-3 Engagement predicts Willingness of re-visit the store
In conclusion, same as the result of Model 1-3 Engagement predicts Satisfaction of purchase,
all sensory stimuli in the Engagement component can significantly predict the willingness to
re-visit the store. This indicates that the touch experience including physical store setting (i.e.
product testers, makeup tools etc.) and the retailing staff service (i.e. makeup/facial/massage
treatment), and the auditory experience from the retailing staff such as greeting,
communication and recommendation etc, are significant to the consumer’s willingness to
revisit the store.
174
4.2.1.4.2.4. Conclusion of Sensory marketing → Willingness of re-visit the store
The multiple regression analysis result for the dependent variable –Willingness of re-visit the
store is summarized as Table 4.67, including Model 2-1, Model 2-2 and Model 2-3.
Table 4.67 - The summary of the dependent variable Willingness of re-visit the store
Dependent Variable = Model 2-1 Model 2-2 Model 2-3
Willingness of re-visit the store
Taste Staff -0.067 .284
R-square 0.145 0.042 0.159
Adj R-square 0.139 0.037 0.155
F 25.17 8.723 37.546
Sig .000 .000 .000
In conclusion, Independent variables (highlighted in red) include “Visual Store” “Visual staff”
and “Smell Store” of Impression, “Taste Store” and “Sound Store” of Hospitality, “Touch Store”
“Touch Staff” and “Sound Staff” of Engagement could statistically significantly predict the
dependent variable “Willingness of re-visit the store”. As these independent variables of
sensory marketing increase, the Willingness of re-visit the store tends to increase, and vice
versa. Therefore, the model of Sensory marketing predicts Willingness of re-visit the store is
tested in the context of the UK cosmetic market, and the result is presented as Figure 4.48. For
future studies, this model could be tested in other contexts, which may result in a different way.
175
Willingness of re-visit the store (Researcher’s own, 2020)
4.2.1.4.3. Sensory marketing → Willingness of re-purchase the brand

A multiple regression analysis was conducted to test Model 3 (Figure 4.49), if independent
variables – Sensory marketing factors could predict the dependent variable – Willingness of
re-purchase the brand. The analysis results of Model 3-1 Impression → Re-purchase the brand,
Model 3-2 Hospitality → Re-purchase the brand, and Model 3-3 Engagement → Re-purchase
the brand is presented in the following sections.
176
Figure 4.49 - Model 3 Sensory marketing predicts Willingness of re-purchase the brand
4.2.1.4.3.1. Model 3-1: Impression → Willingness of re-purchase the brand

As said by the table of Model 3-1 Summary (Table 4.68), the value of adjusted R shows that
2
Model 3-1 Summaryb
3-1 .374a 0.14 0.134 0.672
b Dependent Variable: Repurchase
The result of the F test (Table 4.69) shows that the independent variables (Impression of
sensory marketing) statistically significantly predict the dependent variable (re-purchase the
brand), F (4,595) = 24.141, p<.05.
177
Model 3-1 ANOVAa
3-1 Regression 43.576 4 10.894 24.141 .000b
Residual 268.498 595 0.451
Total 312.073 599
a Dependent Variable: Repurchase
As said by the Coefficient table (Table 4.70), an increase of “Visual Store” / “Visual Staff”/
“Smell Store”/ “Smell Staff”, will have an increase of “Willingness of re-purchase the brand”
as well. The p-value (Sig.) shows the statistical significance of each of the independent
variables; thus, “Visual Store” “Visual Staff” and “Smell Staff” are significantly different from
zero, p<.05(highlighted in red).
B Std. Error Beta
3-1 (Constant) 2.55 0.158 16.153 0
Visual Store 0.14 0.034 0.174 4.135 0
Visual Staff 0.119 0.037 0.15 3.263 0.001
Smell Store 0.049 0.041 0.061 1.221 0.223
Smell Staff 0.087 0.039 0.112 2.203 0.028
Report:
A multiple regression was run to predict Willingness of Re-purchase the brand from Impression
Willingness of Re-purchase the brand, F (4,595) = 24.141, p<.05, adjusted R = .134, which2
are “Visual Store” p= .000, “Visual Staff” p=.001, “Smell Staff” p= .028. The test result of
this model is presented as Figure 4.50.
178
Figure 4.50 - Model 3-1 Impression predicts Willingness of re-purchase the brand
In conclusion, visual sensory stimuli including physical store design and retailing staff and the
scent of retailing staff in the Impression can significantly predict the willingness of re-purchase
the brand. This indicates that when the visual design of the store (i.e. counter design, lighting,
product display etc.), the look of retailing staff (i.e. makeup and uniform), and the scent of
retailing staff (i.e. body odour and breath etc.) are comfortable to consumers, they will
repurchase the brand, and vice versa.
4.2.1.4.3.2. Model 3-2: Hospitality → Willingness of re-purchase the brand

According to the table of Model 3-2 Summary (Table 4.71), the value of adjusted R shows that
2
Model 3-2 Summaryb
3-2 .225a 0.051 0.046 0.705
As said by the Model 3-2 ANOVA table (Table 4.72), the F test indicates that the independent
variables (Hospitality of sensory marketing) statistically significantly predict the dependent
variable (Willingness of re-purchase the brand), F (3,596) = 10.569, p<.05.
Model 3-2 ANOVAa
3-2 Regression 15.763 3 5.254 10.569 .000b
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Residual 296.31 596 0.497
Total 312.073 599
According to the Model 3-2 Coefficients table (Table 4.73), as the increase of “Sound Store”/
“Taste Store”/ “Taste Staff”, the mean of “Willingness of re-purchase the brand” tends to
increase. The p-value shows that “Sound Store” and “Taste Store” are significantly different
from zero, p<.05 (highlighted in red).
B Std. Error Beta
3-2 (Constant) 3.491 0.107 32.677 0
Sound Store 0.085 0.031 0.119 2.747 0.006
Taste Store 0.086 0.039 0.135 2.218 0.027
Taste Staff 0.013 0.038 0.022 0.353 0.724
Report:
A multiple regression was run to predict Willingness of Re-purchase the brand from the
Hospitality of sensory marketing. There were two variables statistically significantly predicted
Willingness of Re-purchase the brand, F (3,596) = 10.569, p<.05, adjusted R = .046, which
2
are “Sound Store” p= .006, “Taste Store” p= .027. The test result of this model is presented
as Figure 4.51.
Figure 4.51 - Model 3-2 Hospitality predicts Willingness of re-purchase the brand
In conclusion, same as the Model 2-2, the taste and sound setting in-store can significantly
predict the willingness of re-purchase the brand, which means serving drinks or foods for
180
consumers and playing pleasant background music in-store could make consumers willing to
repurchase the brand, and vice versa. Although the previous mean result of the importance level
for these two variables are “Neither important nor unimportant”, the regression result suggests
the “Taste Store” and “Sound Store” are significantly associated with “Willingness of re-
purchase the brand”.
4.2.1.4.3.3. Model 3-3: Engagement →Willingness of re-purchase the brand

In the result of Model 3-3 Summary table (Table 4.74), the value of adjusted R shows that the
2
independent variables explain 16.6% of the variability of the dependent variable.

Model 3-3 Summaryb
3-3 .412a 0.17 0.166 0.659
The F-ratio in the Model 3-3 ANOVA table (Table 4.75) indicates that the independent
variables (Engagement of sensory marketing) statistically significantly predict the dependent
variable (Willingness of re-purchase the brand), F (3,596) = 40.723, p< .05.
Model 3-3 ANOVAa
3-3 Regression 53.088 3 17.696 40.723 .000b
Residual 258.986 596 0.435
Total 312.073 599
As said by the Model 3-3 Coefficients table (Table 4.76), as the increase of “Sound Staff”/
“Touch Store”/ “Touch Staff”, the mean of “Willingness of re-purchase the brand” tends to
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increase. The p-value shows that “Sound Staff”, “Touch Store” and “Touch Staff” are
significantly different from zero, p<.05 (highlight in red).
Coefficients
B Std. Error Beta
3-3 (Constant) 2.477 0.151 16.411 0
Sound Staff 0.109 0.031 0.147 3.554 0
Touch Store 0.085 0.04 0.096 2.142 0.033
Touch Staff 0.225 0.039 0.266 5.761 0
Report:
A multiple regression was run to predict Willingness of re-purchase the brand from the
Engagement of sensory marketing. There were three variables statistically significantly
predicted Willingness of re-purchase the brand, F (3,596) = 40.723, p< .05, adjusted R = .166, 2
which are “Sound Staff” p= .000, “Touch Store” p= .033 and “Touch Staff” p= .000. The test
result of this model is presented as Figure 4.52.
Figure 4.52 - Model 3-3 Engagement predicts Willingness of re-purchase the brand
In conclusion, same as the other two post-purchase outcomes (Model 1-3 and Model 2-3), all
sensory stimuli in the Engagement component can significantly predict the willingness to re-
purchase the brand. This indicates that the touch experience including physical store setting
(i.e. product testers, makeup tools etc.) and the retailing staff service (i.e.
makeup/facial/massage treatment), and the auditory experience from the retailing staff such as
greeting, communication and recommendation etc, are significant to the consumer’s
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4.2.1.4.3.4. Conclusion of Sensory marketing → Willingness of re-purchase the brand
The multiple regression analysis result for the dependent variable – Willingness of re-purchase
the brand is summarized as Table 4.77, including Model 3-1, Model 3-2 and Model 3-3.
Table 4.77-The summary of the dependent variable Willingness of re-purchase the brand
Dependent Variable = Willingness Model 3-1 Model 3-2 Model 3-3
of re-purchase the brand
Taste Staff 0.022 .724
R-square 0.140 0.051 0.170
Adj R-square 0.134 0.046 0.166
F 24.141 10.569 40.723
Sig .000 .000 .000
In conclusion, Independent variables (highlighted in red) include “Visual Store” “Visual staff”
and “Smell Staff” of Impression, “Taste Store” and “Sound Store” of Hospitality, “Touch Store”
“Touch Staff” and “Sound Staff” of Engagement could statistically significantly predict the
dependent variable “Willingness of re-purchase the brand”. As these independent variables of
sensory marketing increase, the Willingness of re-purchase the brand tends to increase.
Therefore, the model of Sensory marketing predicts Willingness of re-purchase the brand is
tested in the context of the UK cosmetic market, and the result is presented as Figure 4.53. For
future studies, this model could be tested in other contexts, which may result in a different way.
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Willingness of re-purchase the brand (Researcher’s own, 2020)
4.2.1.5. Section 5: Group comparison analysis

Regarding the influence of sensory marketing stimuli to consumer cosmetic shopping
experience. This study conducts comparison analysis among different age groups, shopping
frequency groups, consumption level groups and shopping orientation groups, in order to
determine whether there is significant difference between or within groups. Specifically, this
study uses Independent Samples T test to examine groups with two variables and use One-Way
ANOVA test to analyze groups with three variables. An overall outline of this section is
summarised as Table 4.78:
Table 4.78 - The outline of Groups comparison analysis

Testing Grouping Variables Analysis
Variables
• Visual Store Shopping Hedonic • Independent
• Visual Staff Orientation Utilitarian Samples T Test
• Smell Store Cosmetic Spending more (£200+) • Crosstabulation
• Smell Staff Consumption Level Spending less (0-£199)
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• Sound Store Cosmetic Shopping Once every 3 months or longer • One-way ANOVA
• Sound Staff frequency (in-store) Once a month Test
• Touch Store Twice a month or shorter • Crosstabulation
• Touch Staff Age Group Young (18-30)
• Taste Store Middle (31-40)
• Taste Staff Mature (41+)
4.2.1.5.1. Independent Samples T Test

Both Shopping orientation and Cosmetic consumption level have two comparison groups,
therefore this study conducts Independent samples T test to analyze the statistics. The analysis
process is presented in the following sections.
4.2.1.5.1.1. Shopping Orientation

Participants are categorized by shopping orientation into two groups (Figure 4.54): Hedonic
consumer (care about the enjoyment and pleasure experiences) – 298 participants, which takes
49.67% of 600 participants in total; and Utilitarian consumer (care about efficiency and
practical needs) – 302 participants, which takes 50.33%.
Figure 4.54 - Consumers with different shopping orientation
The group statistics shows as Table 4.79, this table includes descriptive statistics for each
shopping orientation group. Specifically, the table includes the number of cases (N), the mean
of the influence of each sensory marketing factor score, the standard deviation, and the
estimated standard error of the mean (the standard deviation divided by N).
185
Table 4.79 - The output of group statistics
Group Statistics
Sensory Shopping N Mean Std. Deviation Std. Error
marketing factor Orientation Mean
Visual Staff Hedonic 298 3.84 0.887 0.051
Utilitarian 302 3.77 0.925 0.053
Visual Store Hedonic 298 3.90 0.966 0.056
Utilitarian 302 3.86 0.825 0.047
Smell Store Hedonic 298 3.91 0.868 0.05
Utilitarian 302 3.79 0.905 0.052
Smell Staff Hedonic 298 3.77 0.904 0.052
Utilitarian 302 3.58 0.954 0.055
Sound Store Hedonic 298 3.33 1.048 0.061
Utilitarian 302 3.08 0.958 0.055
Sound Staff Hedonic 298 3.67 0.971 0.056
Utilitarian 302 3.51 0.960 0.055
Touch Store Hedonic 298 3.94 0.828 0.048
Utilitarian 302 3.80 0.798 0.046
Touch Staff Hedonic 298 3.92 0.839 0.049
Utilitarian 302 3.70 0.851 0.049
Taste Store Hedonic 298 3.21 1.067 0.062
Utilitarian 302 2.69 1.140 0.066
Taste Staff Hedonic 298 3.21 1.088 0.063
Utilitarian 302 2.62 1.172 0.067
The mean result represents the average score of how important the influence of each sensory
marketing stimuli is to consumer cosmetic shopping experience, from 1-very unimportant to
5- very important.
• Hedonic consumer
Regarding hedonic consumers’ opinions, all ten sensory marketing stimuli are sorted by the
importance level from high to low as Figure 4.55. To hedonic consumers the most important
sensory marketing factor is “Touch Store”, which is the touch setting in the physical store
design (i.e. product testers, makeup tools etc.). They care about the trying on process of
products and the tactical experience.
186
Figure 4.55 - Hedonic Consumers’ opinions on the rank of sensory marketing stimuli
• Utilitarian consumer
According to utilitarian consumers’ opinions, the ranking of sensory marketing stimuli by the
importance level from high to low is presented as Figure 4.56. To consumers with utilitarian
shopping orientation, the most important sensory marketing stimulus is “Visual Store”, which
is the visual setting (i.e. counter design, product display, lighting etc.) in the physical store.
They care about the visual design and sight experience.
Figure 4.56 - Utilitarian Consumers’ opinions on the rank of sensory marketing stimuli
187
• Comparison between Hedonic and Utilitarian consumers
To compare the result of hedonic consumer and utilitarian consumer, the figure of two groups’
opinions is summarized as Figure 4.57:
Shopping Orientation
4.5
4
3.5
3
2.5
2
1.5
1
0.5
0
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re
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f
ff
ff
f
af
af
af
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or
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ta
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hS
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Ta
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So
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So
V
V
Hedonic Utilitarian
Figure 4.57 - Comparison between Hedonic and Utilitarian consumers

According to the figure, the hedonic consumer has a higher score than the utilitarian consumer
in all ten sensory marketing stimuli, which indicates that sensory marketing has more influence
on Hedonic consumers for cosmetic in-store shopping overall. Multisensory experience and
service is more important to Hedonic consumers than Utilitarian consumers.
However, to determine whether this is a real difference (statistically significant) between two
groups, or one that could be attributed to random chance, this study will conduct an
Independent Samples Test to examine the results.
First of all, the null hypothesis is set as below:

• H : regarding the influence of each sensory marketing factor, there is no significant
0
difference between two shopping orientation groups, Hedonic consumer, and Utilitarian
consumer.
The Independent Samples Test result is summarized as Table 4.80, to test the null hypothesis
and determine whether there is a significant difference between two groups:
188
Table 4.80 - The output of Independent Samples Test
Independent Samples Test
Sensory Levene’s Test T-test for Equality of Means

marketing
F Sig. t df Sig. (2- Mean Std. Error 95% Confidence
Factor
tailed) Difference Difference Interval of the
Difference
Lower Upper
Visual Store 1.144 0.285 0.569 598 0.569 0.074 0.074 -0.071 0.219
0.569 581.327 0.570 0.074 0.074 -0.071 0.219
Visual Staff 2.125 0.145 1.001 598 0.317 0.042 0.073 -0.102 0.186
1.001 597.49 0.317 0.042 0.073 -0.102 0.186
Smell Store 5.277 0.022 1.722 598 0.086 0.125 0.072 -0.018 0.267
1.722 597.522 0.086 0.125 0.072 -0.017 0.267
Smell Staff 6.467 0.011 2.579 598 0.010 0.196 0.076 0.047 0.345
2.580 597.018 0.010 0.196 0.076 0.047 0.345
Sound Store 7.653 0.006 3.085 598 0.002 0.253 0.082 0.092 0.414
3.083 591.723 0.002 0.253 0.082 0.092 0.414
Sound Staff 0.003 0.958 1.960 598 0.051 0.155 0.079 0 0.309
1.960 597.632 0.051 0.155 0.079 0 0.309
Touch Store 1.381 0.24 1.983 598 0.048 0.132 0.066 0.001 0.262
1.982 596.437 0.048 0.132 0.066 0.001 0.262
Touch Staff 4.592 0.033 3.200 598 0.001 0.221 0.069 0.085 0.356
3.200 597.999 0.001 0.221 0.069 0.085 0.356
Taste Store 2.818 0.094 5.870 598 0 0.529 0.090 0.352 0.706
5.873 596.357 0 0.529 0.090 0.352 0.706
Taste Staff 5.390 0.021 6.413 598 0 0.592 0.092 0.411 0.774
6.416 595.821 0 0.592 0.092 0.411 0.773
By using Levene’s test for homogeneity of variances, the F statistic in the first column and its
probability in the second column (Sig., p-value, an abbreviation for significance) provides this
test. If the p-value is less than or equal to .05, then the variances in the groups being compared
are different, and the condition of homogeneity of variance has not been satisfied, and vice
versa.
The results of the T-test have two rows, the first row in blank is the Equal variances assumed,
and the second row in grey is the Equal variances not assumed in evaluating the t statistic. The
decision rule for determining which rows to use is as follows:
· If the variances for the two groups are equal (i.e., Levene’s test, Sig. > .05), then use the
output in the Equal variances assumed rows.
189
· If the variances for the two groups are significantly different (i.e., Levene’s test, Sig. < .05),
then use the output in the Equal variances not assumed row.
Therefore, the data result is summarized as Table 4.81:
Table 4.81 - The summary of results
Sensory marketing Levene’s test T-test for equality of Means
factor F Sig. t df Sig. (2-tailed)
Sound Staff 0.003 0.958 1.96 598 0.051
Visual Store 1.144 0.285 0.569 598 0.569
Touch Store 1.381 0.240 1.983 598 0.048
Visual Staff 2.125 0.145 1.001 598 0.317
Taste Store 2.818 0.094 5.870 598 0
Touch Staff 4.592 0.033 3.200 597.999 0.001
Smell Store 5.277 0.022 1.722 597.522 0.086
Taste Staff 5.390 0.021 6.416 595.821 0
Smell Staff 6.467 0.011 2.580 597.018 0.010
Sound Store 7.653 0.006 3.083 591.723 0.002
To determine if the difference regarding the influence of sensory marketing factors between
Hedonic consumer and Utilitarian consumer is significant, the t value and Sig. (2-tailed) in the
t-test for equality of Means need to be considered. If the probability in the Sig. (2-tailed)
column is greater than .05, meaning that it needs to retain the null hypothesis of no differences,
if it is less than .05 (highlighted in red), meaning that it needs to reject the null hypothesis of
no differences.
4.2.1.5.1.1.1. Conclusion
Regarding the influence of sensory marketing to hedonic consumer and utilitarian consumer,
there are four factors that do not have a significant difference between two groups: “Sound
Staff”, “Visual Store”, “Visual Staff” and “Smell Store”. Therefore, they will retain the null
hypothesis and report as below:
Retain the null hypothesis:

• The results indicate that there is no significant difference regarding to the influence of
“Sound Staff” between Hedonic consumer and Utilitarian consumer, t (598) = 1.983, p
= .051. That is, the average influence score of Hedonic (M = 3.67, SD = 0.971) is not
significantly different from that of Utilitarian (M = 3.51, SD = 0.960).
190
“Visual Store” between Hedonic consumer and Utilitarian consumer, t (598) = .569, p
“Visual Staff” between Hedonic consumer and Utilitarian consumer, t (598) = 1.001, p
“Smell Store” between Hedonic consumer and Utilitarian consumer, t (598) = 1.722, p
Moreover, there are six sensory marketing factors do have significant difference of influence
between two groups: “Touch Store”, “Taste Store”, “Touch Staff”, “Taste Staff”, “Smell Staff”
and “Sound Store”. Thus, they will reject the null hypothesis and report as below:
Reject the null hypothesis:

• The results indicate that there is significant difference regarding to the influence of
“Touch Store” between Hedonic consumer and Utilitarian consumer, t (598) = 1.96, p
= .048. That is, the average influence score of Hedonic (M = 3.94, SD = 0.828) is
significantly different from that of Utilitarian (M = 3.80, SD = 0.798). Therefore, the
Touch setting in store is more important to Hedonic consumer shopping experience.
• The results indicate that there is significant difference regarding to the influence of “Taste
Store” between Hedonic consumer and Utilitarian consumer, t (598) = 5.87, p = .000.
That is, the average influence score of Hedonic (M = 3.21, SD = 1.067) is significantly
different from that of Utilitarian (M = 2.69, SD = 1.140). Therefore, the Taste setting in
store is more important to Hedonic consumer shopping experience.
“Touch Staff” between Hedonic consumer and Utilitarian consumer, t (598) = 3.20, p
191
Touch service of retailing staff is more important to Hedonic consumer shopping
experience.
Staff” between Hedonic consumer and Utilitarian consumer, t (596) = 6.416, p = .000.
That is, the average influence score of Hedonic (M = 3.21, SD = 1.088) is significantly
different from that of Utilitarian (M = 2.62, SD = 1.172). Therefore, the Food/ drink
service of retailing staff is more important to Hedonic consumer shopping experience.
• The results indicate that there is significant difference regarding to the influence of “Smell
Staff” between Hedonic consumer and Utilitarian consumer, t (597) = 2.58, p = .010. That
is, the average influence score of Hedonic (M = 3.77, SD = 0.904) is significantly different
from that of Utilitarian (M = 3.58, SD = 0.954). Therefore, the scent of retailing staff is
more important to Hedonic consumer shopping experience.
“Sound Store” between Hedonic consumer and Utilitarian consumer, t (592) = 3.083, p
sound setting in store is more important to Hedonic consumer shopping experience.
In conclusion, the comparison result between hedonic consumer and utilitarian consumer is
summarised as Table 4.82, they have significant different opinions on sensory stimuli that
highlighted in red:
Table 4.82 - The summary of shopping orientation comparison
Sensory stimuli Comparison result More important to
Sound Staff No significant difference
Visual Store No significant difference
Visual Staff No significant difference
Smell Store No significant difference
Touch Store Have a significant difference Hedonic consumer
Taste Store Have a significant difference Hedonic consumer
Touch Staff Have a significant difference Hedonic consumer
192
Taste Staff Have a significant difference Hedonic consumer
Smell Staff Have a significant difference Hedonic consumer
Sound Store Have a significant difference Hedonic consumer
The result indicates that the multisensory shopping experience in-store for cosmetics is more
important to hedonic consumers. Specifically, they care about the Touch Store (i.e. product
testers), Taste Store (i.e. serve drinks), Touch Staff (i.e. makeup/facial/massage treatment),
Taste Staff (i.e. have a bartender making fresh cocktails), Smell Staff (i.e. body odour and
breath of sales assistants) and “Sound Store (i.e. background music).
4.2.1.5.1.2. Cosmetic Consumption level

Participants are categorized as two cosmetic consumption levels (Figure 4.58), according to
how much they spend on their daily beauty routine products. First group is consumers with
lower cosmetic consumption levels that are willing to spend 0-£199 – 300 participants, which
takes 50% of 600 participants in total. The second group is consumers with a higher cosmetic
consumption level that are willing to spend over £200 – 300 participants, which takes 50%.
Figure 4.58 - Consumers with different consumption level on cosmetics
The group statistics shows as Table 4.83, this table includes descriptive statistics for each
cosmetic consumption level group. Specifically, the table includes the number of cases (N), the
mean of the influence of each sensory marketing factor score, the standard deviation, and the
estimated standard error of the mean (the standard deviation divided by N).
193
Table 4.83 - The output of group statistics
Group Statistics
Sensory Consumption N Mean Std. Deviation Std. Error Mean
marketing factor level
Visual Staff 0-£199 300 3.75 0.907 0.052
£200+ 300 3.86 0.905 0.052
Visual Store 0-£199 300 3.85 0.849 0.049
£200+ 300 3.9 0.944 0.054
Smell Store 0-£199 300 3.79 0.921 0.053
£200+ 300 3.91 0.851 0.049
Smell Staff 0-£199 300 3.62 0.976 0.056
£200+ 300 3.73 0.887 0.051
Sound Store 0-£199 300 3.13 1.004 0.058
£200+ 300 3.28 1.013 0.058
Sound Staff 0-£199 300 3.39 0.98 0.057
£200+ 300 3.79 0.913 0.053
Touch Store 0-£199 300 3.75 0.813 0.047
£200+ 300 3.99 0.801 0.046
Touch Staff 0-£199 300 3.68 0.852 0.049
£200+ 300 3.93 0.833 0.048
Taste Store 0-£199 300 2.83 1.112 0.064
£200+ 300 3.06 1.148 0.066
Taste Staff 0-£199 300 2.82 1.168 0.067
£200+ 300 3 1.164 0.067
According to the mean result, which represents the average score of how important the
influence of each sensory marketing factor to consumer cosmetic shopping experience, from 1
very unimportant to 5 very important.
• Consumers with higher consumption level on cosmetics

Regarding the opinion of consumers with higher cosmetic consumption level, all ten sensory
marketing stimuli are sorted by the importance level from high to low as Figure 4.59. To
consumers who spend over £200 on cosmetics for their daily beauty routine, the most important
sensory marketing factor is “Touch Store”, which is the touch setting in the physical store
design (i.e. product testers, makeup tools etc.). They care about the trying on process of
products and the tactical experience.
194
Higher Consumption Level Consumer: £200+
4.5
3.99 3.93 3.91 3.90 3.86
4 3.79 3.73
3.5 3.28
3.06 3.00
3
2.5
2
1.5
1
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e
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To
So
V
V
Figure 4.59 - The opinions of consumers with higher consumption level on the rank of
sensory marketing stimuli
• Consumers with lower consumption level on cosmetics

Based on the opinion of consumers who are willing to spend less (0- £199) on cosmetic
products, all ten sensory marketing factors are ranking by mean score from high to low as
Figure 4.60. To consumers who spend 0-£199 on cosmetics for their daily beauty routine, the
most important sensory marketing stimulus is “Visual Store”, which is the visual setting (i.e.
counter design, product display, lighting etc.) in the physical store. They care about the visual
design and sight experience.
Figure 4.60 - The opinions of consumers with lower consumption level on the rank of
sensory marketing stimuli
195
• Comparison between Consumers with different consumption level on cosmetics
The figure down below merged the result of two groups (Figure 4.61), so as to make an initial
comparison between different cosmetic consumption level consumers.
Figure 4.61 - Comparison between Consumers with different consumption level on

cosmetics
As said by the figure, the consumer with Higher consumption level has a higher score than the
consumer with Lower consumption level on all ten sensory marketing stimuli, which implies
that sensory marketing has more influence on consumers who are willing to spend more on
cosmetic products overall. Meanwhile, multisensory experience and service is more important
to Higher consumption level consumers than Lower consumption level consumers.
Nevertheless, in order to determine whether this is a statistically significant difference between
two groups, or one that could be caused by random chance, this study will conduct an
Independent Samples Test to examine the results as previous.
Initially, the null hypothesis is set as below:

• H : regarding the influence of each sensory marketing factor, there is no significant
0
difference between two consumption levels groups, consumers that spend less (0-£199)
for their daily beauty routine and consumers that spend more (£200+).
196
To test the null hypothesis and define whether two groups have a significant difference, the
Independent Samples Test result is summarized as Table 4.84:
Table 4.84 - The output of Independent Samples Test

Independent Samples Test
Sensory Levene’s Test t-test for Equality of Means
marketing F Sig. t df Sig. (2- Mean Std. Error 95% Confidence Interval
factor tailed) Difference Difference of the Difference
Lower Upper
Visual Staff 1.11 0.293 -1.397 598 0.163 -0.103 0.074 -0.249 0.042
-1.397 597.998 0.163 -0.103 0.074 -0.249 0.042
Visual Store 0.773 0.38 -0.682 598 0.495 -0.05 0.073 -0.194 0.094
-0.682 591.462 0.495 -0.05 0.073 -0.194 0.094
Smell Store 4.78 0.029 -1.657 598 0.098 -0.12 0.072 -0.262 0.022
-1.657 594.282 0.098 -0.12 0.072 -0.262 0.022
Smell Staff 5.388 0.021 -1.488 598 0.137 -0.113 0.076 -0.263 0.036
-1.488 592.569 0.137 -0.113 0.076 -0.263 0.036
Sound Store 1.443 0.23 -1.903 598 0.058 -0.157 0.082 -0.318 0.005
-1.903 597.947 0.058 -0.157 0.082 -0.318 0.005
Sound Staff 4.553 0.033 -5.259 598 0 -0.407 0.077 -0.559 -0.255
-5.259 595.019 0 -0.407 0.077 -0.559 -0.255
Touch Store 3.341 0.068 -3.54 598 0 -0.233 0.066 -0.363 -0.104
-3.54 597.868 0 -0.233 0.066 -0.363 -0.104
Touch Staff 2.599 0.107 -3.633 598 0 -0.25 0.069 -0.385 -0.115
-3.633 597.685 0 -0.25 0.069 -0.385 -0.115
Taste Store 0.448 0.503 -2.493 598 0.013 -0.23 0.092 -0.411 -0.049
-2.493 597.403 0.013 -0.23 0.092 -0.411 -0.049
Taste Staff 0.485 0.486 -1.891 598 0.059 -0.18 0.095 -0.367 0.007
-1.891 597.994 0.059 -0.18 0.095 -0.367 0.007
According to the Levene’s test for homogeneity of variances, the F statistic, and its probability
(Sig., p-value), if the p-value is less than or equal to .05, then the variances in the groups being
compared are different, and the condition of homogeneity of variance has not been satisfied,
and vice versa.
Follow the same analysis step of the previous one. The results of the T-test have two rows, the
first row in blank is the Equal variances assumed, and the second row in grey is the Equal
variances not assumed in evaluating the t statistic. If the variances for the two groups are equal
197
(i.e., Levene’s test, Sig. > .05), then use the output in the Equal variances assumed rows. If the
variances for the two groups are significantly different (i.e., Levene’s test, Sig. < .05), then use
the output in the Equal variances not assumed row. Therefore, the data result is summarized as
Table 4.85:
Table 4.85 - The summary of results

Sensory marketing Levene’s Test t-test for Equality of Means
factor F Sig. t df Sig. (2-tailed)
Taste Store 0.448 0.503 -2.493 598 0.013
Taste Staff 0.485 0.486 -1.891 598 0.059
Visual Store 0.773 0.380 -0.682 598 0.495
Visual Staff 1.110 0.293 -1.397 598 0.163
Sound Store 1.443 0.230 -1.903 598 0.058
Touch Staff 2.599 0.107 -3.633 598 0
Touch Store 3.341 0.068 -3.540 598 0
Sound Staff 4.553 0.033 -5.259 595.019 0
Smell Store 4.780 0.029 -1.657 594.282 0.098
Smell Staff 5.388 0.021 -1.488 592.569 0.137
To determine if the difference regarding the influence of sensory marketing factors between
Higher cosmetic consumption level consumer and Lower cosmetic consumption level
consumer is significant, the t value and Sig. (2-tailed) in the t-test for equality of Means need
to be considered. If the probability in the Sig. (2-tailed) column is greater than .05, meaning
that it needs to retain the null hypothesis of no differences, if it is less than .05 (mark in red),
meaning that it needs to reject the null hypothesis of no differences.
4.2.1.5.1.2.1. Conclusion
Regarding to the influence of sensory marketing to Higher cosmetic consumption level
consumer and Lower cosmetic consumption level consumer, there are six factors do not have
significant difference between two groups: “Taste Staff”, “Visual Store”, “Visual Staff”,
“Sound Store”, “Smell Store” and “Smell Staff”. Therefore, they will retain the null hypothesis
and report as below:
Retain the null hypothesis:

“Taste Staff” between Higher cosmetic consumption level consumer and Lower cosmetic
198
consumption level consumer, t (598) = -1.891, p = .059. That is, the average influence
score of Higher cosmetic consumption level (M = 3.00, SD = 1.164) is not significantly
different from that of Lower cosmetic consumption level (M = 2.82, SD = 1.168).
“Visual Store” between Higher cosmetic consumption level consumer and Lower
cosmetic consumption level consumer, t (598) = -.682, p = .495. That is, the average
influence score of Higher cosmetic consumption level (M = 3.90, SD = .944) is not
significantly different from that of Lower cosmetic consumption level (M = 3.85, SD
= .849).
“Visual Staff” between Higher cosmetic consumption level consumer and Lower
cosmetic consumption level consumer, t (598) = -.1.397, p = .163. That is, the average
= .907).
“Sound Store” between Higher cosmetic consumption level consumer and Lower
cosmetic consumption level consumer, t (598) = -1.903, p = .058. That is, the average
influence score of Higher cosmetic consumption level (M = 3.28, SD =1.013) is not
significantly different from that of Lower cosmetic consumption level (M = 3.13, SD =
1.004).
“Smell Store” between Higher cosmetic consumption level consumer and Lower
cosmetic consumption level consumer, t (598) = -1.657, p = .098. That is, the average
= .921).
“Smell Staff” between Higher cosmetic consumption level consumer and Lower cosmetic
consumption level consumer, t (598) = -1.488, p = .137. That is, the average influence
score of Higher cosmetic consumption level (M = 3.73, SD = .887) is not significantly
different from that of Lower cosmetic consumption level (M = 3.62, SD = .976).
199
In addition, there are four sensory marketing factors do have significant difference of influence
between two groups: “Taste Store”, “Touch Staff”, “Touch Store” and “Sound Staff”.
Therefore, they will reject the null hypothesis and report as below:
Reject the null hypothesis:

Store” between Higher cosmetic consumption level consumer and Lower cosmetic
consumption level consumer, t (597) =-2.493, p = .013. That is, the average influence
score of Higher cosmetic consumption level consumer (M = 3.06, SD = 1.148) is
significantly different from that of Lower cosmetic consumption level consumer (M =
2.83, SD = 1.112). Therefore, the Taste setting in store is more important to Higher
cosmetic consumption level consumer shopping experience.
“Touch Staff” between Higher cosmetic consumption level consumer and Lower
cosmetic consumption level consumer, t (598) =-3.633, p = .000. That is, the average
influence score of Higher cosmetic consumption level consumer (M = 3.93, SD = .833) is
significantly different from that of Lower cosmetic consumption level consumer (M =3.68,
SD = .852). Therefore, the Touch service of retailing staff is more important to Higher
“Touch Store” between Higher cosmetic consumption level consumer and Lower
significantly different from that of Lower cosmetic consumption level consumer (M =
3.75, SD = .813). Therefore, the Touch setting in store is more important to Higher
“Sound Staff” between Higher cosmetic consumption level consumer and Lower
significantly different from that of Lower cosmetic consumption level consumer (M =3.39,
SD = .980). Therefore, the Sound service of retailing staff is more important to Higher
200
In conclusion, the comparison result between consumers with different consumption levels on
cosmetics is summarised as Table 4.86, they have significant different opinions on sensory
stimuli that highlighted in red:
Table 4.86 - The summary of consumption levels comparison

Taste Staff No significant difference
Sound Store No significant difference
Smell Staff No significant difference
Touch Staff Have a significant difference Higher consumption level
Touch Store Have a significant difference Higher consumption level
Sound Staff Have a significant difference Higher consumption level
Taste Store Have a significant difference Higher consumption level
important to consumers with Higher consumption level on cosmetics. Specifically, they care
about the Touch Store (i.e. product testers), Taste Store (i.e. serve drinks), Touch Staff (i.e.
makeup/ facial/ massage treatment) and Sound Staff (i.e. sales assistants’ greeting,
communication and recommendation).
4.2.1.5.1.2.2. Crosstabulation: Consumption level - Shopping orientation

To consumers that spend £200 and more on their daily beauty routine, the most important
sensory marketing factor is “Touch Store”, which is the touch experience setting in store.
Moreover, the ranking result is similar to Hedonic consumer, only the order of “Sound Staff”
and “Smell Staff” has switched, the rest is the same. This indicates that consumer with hedonic
shopping orientation and consumer with higher consumption level share a similar opinion on
the importance ranking of sensory marketing factors. To determine whether there is a
superposition between two groups, a cross tabulation report shows as Table 4.87: within 300
201
consumers with Higher consumption level, there is 55.3% has hedonic shopping orientation
and 44.7% has utilitarian shopping orientation.
Table 4.87 - The output of crosstabulation
Crosstabulation Shopping Orientation
Hedonic Utilitarian Total
Higher Consumption Level (£200+) Count 166 134 300
% within Consumption level (300) 55.3% 44.7% 100%
% of Total response (600) 27.7% 22.3% 50.0%
To consumers with lower consumption levels on cosmetic products, the most important sensory
marketing factor is “Visual Store”, which is the visual design setting in store. This mean score
ranking has a similar result with Utilitarian consumer, only the order of “Smell Store” and
“Touch Store” has switched, the rest is the same. This indicates that consumers who care more
about efficiency and practical needs share a similar opinion with lower consumption level
consumers on the importance ranking of sensory marketing factors. According to
crosstabulation (Table 4.88), among 300 consumers with Lower consumption level, 44.0% has
hedonic shopping orientation and 56.0% has utilitarian shopping orientation.
Crosstabulation Shopping Orientation
Hedonic Utilitarian Total
Lower Consumption Level (0-£199) Count 132 168 300
% within Consumption level (300) 44.0% 56.0% 100%
% of Total response (600) 22.0% 28.0% 50.0%
4.2.1.5.2. One-Way ANOVA Test

The Shopping frequency and Age group both have three groups to compare, therefore this study
conducts the one-way ANOVA test to analyze not only the difference between groups but also
within groups. The analysis process is addressed in the following sections.
4.2.1.5.2.1. Shopping Frequency

Participants are categorized by cosmetic shopping frequency in store into three groups (Figure
4.62): Consumer that shopping once every 3 months or longer (Less often) – 158 participants,
202
which takes 26.33% of 600 participants in total; Consumer that shopping once a month
(Standard) – 245 participants, which takes 41.00%; Consumer that shopping twice a month or
shorter (More often) – 197 participants, which takes 32.67%.
Figure 4.62 - Consumers with different shopping frequency

The descriptive table as below provides the overall valuable descriptive statistics (Table 4.89),
including the number of responses, the mean, standard deviation and 95% confidence intervals
for the dependent variable for each separate group, which is consumer with different cosmetic
shopping frequency.
Table 4.89 - The output of Descriptive statistics
Descriptive
N Mean Std. Std. 95% Confidence Minimum Maximum
Deviation Error Interval for Mean
Lower Upper
Bound Bound
Visual Once every 3 months or longer 158 3.75 0.902 0.072 3.61 3.89 1 5
Store Once a month 245 3.91 0.837 0.053 3.80 4.01 1 5
Twice a month or shorter 197 3.95 0.957 0.068 3.81 4.08 1 5
Total 600 3.88 0.897 0.037 3.81 3.95 1 5
Visual Once every 3 months or longer 158 3.68 0.924 0.074 3.54 3.83 1 5
Staff Once a month 245 3.79 0.917 0.059 3.67 3.90 1 5
Total 600 3.81 0.906 0.037 3.73 3.88 1 5
Smell Once every 3 months or longer 158 3.77 0.823 0.065 3.64 3.90 1 5
Store
Once a month 245 3.8 0.909 0.058 3.68 3.91 1 5
203
Total 600 3.85 0.888 0.036 3.78 3.92 1 5
Smell Once every 3 months or longer 158 3.58 0.979 0.078 3.43 3.74 1 5
Total 600 3.67 0.933 0.038 3.60 3.75 1 5
Sound Once every 3 months or longer 158 3.07 0.952 0.076 2.92 3.22 1 5
Total 600 3.21 1.011 0.041 3.12 3.29 1 5
Sound Once every 3 months or longer 158 3.49 0.995 0.079 3.34 3.65 1 5
Total 600 3.59 0.968 0.040 3.51 3.67 1 5
Touch Once every 3 months or longer 158 3.85 0.783 0.062 3.72 3.97 1 5
Total 600 3.87 0.815 0.033 3.80 3.94 1 5
Touch Once every 3 months or longer 158 3.86 0.786 0.063 3.74 3.98 1 5
Staff
Once a month 245 3.69 0.865 0.055 3.58 3.80 1 5
Total 600 3.81 0.851 0.035 3.74 3.87 1 5
Taste Once every 3 months or longer 158 2.72 1.106 0.088 2.54 2.89 1 5
Store
Once a month 245 2.93 1.170 0.075 2.78 3.08 1 5
Total 600 2.95 1.135 0.046 2.86 3.04 1 5
Taste Once every 3 months or longer 158 2.73 1.207 0.096 2.54 2.92 1 5
Staff
Once a month 245 2.94 1.174 0.075 2.79 3.09 1 5
Total 600 2.91 1.168 0.048 2.82 3.01 1 5
To give a clear view of consumers with different shopping frequency’s response, a summary
of each group’s mean result of all ten sensory marketing factors is presented in column
diagrams and sorted by size.
• Consumers with less often shopping frequency

Regarding the opinion of consumers with less often cosmetics shopping frequency (Figure
4.63), all ten sensory marketing stimuli are sorted by the importance level from high to low as
the figure down below. To consumers who shop cosmetics once every 3 months or longer, the
most important sensory marketing factor is “Touch Staff”, which is the touch service of
204
retailing staff (i.e. makeup/ facial/ massage treatment etc.). They care about the professional
skills of sales assistants and the tactile service they provide.
Once every 3 months or longer

4.5
4 3.86 3.85 3.77 3.75 3.68 3.58 3.49
3.5
3.07
3 2.73 2.72
2.5
2
1.5
1
0.5
0
Touch Touch Smell Visual Visual Smell Sound Sound Taste Taste
Staff Store Store Store Staff Staff Staff Store Staff Store
Figure 4.63 - The opinion of consumers with less often shopping frequency
• Consumers with standard shopping frequency

Regarding the opinion of consumers with standard cosmetics shopping frequency (Figure 4.64),
all ten sensory marketing stimuli are sorted by the importance level from high to low as the
figure down below. To consumers who shop cosmetics once a month, the most important
sensory marketing factor is “Visual Store”, which is the visual setting (i.e. counter design,
product display, lighting etc.) in the physical store. They care about the visual design and sight
experience.
Once a month
4.5
3.91 3.84 3.8 3.79
4 3.69 3.67
3.53
3.5 3.2
2.94 2.93
3
2.5
2
1.5
1
0.5
0
Visual Touch Smell Visual Touch Smell Sound Sound Taste Taste
Store Store Store Staff Staff Staff Staff Store Staff Store
Figure 4.64 - The opinion of consumers with standard shopping frequency
205
• Consumers with more often shopping frequency
Regarding the opinion of consumers with more often cosmetics shopping frequency (Figure
4.65), all ten sensory marketing stimuli are sorted by the importance level from high to low as
the figure down below. To consumers who shop cosmetics twice a month or shorter, the most
important sensory marketing factor is “Visual Store”, which is the visual setting (i.e. counter
design, product display, lighting etc.) in the physical store. Similarly, they care about the visual
design and sight experience like the consumers who shop once a month.
Twice a month or shorter

4.5
3.98 3.95 3.92 3.92 3.90
4 3.75 3.74
3.5 3.32
3.16
3.03
3
2.5
2
1.5
1
0.5
0
Visual Touch Smell Visual Touch Smell Sound Sound Taste Taste
Store Store Store Staff Staff Staff Staff Store Staff Store
Figure 4.65 - The opinion of consumers with more often shopping frequency
• Comparison between Consumers with different shopping frequency

The Figure 4.66 merged the result of three groups, so as to make an initial comparison between
consumers with different shopping frequencies.
Shopping Frequency
4.5
4
3.5
3
2.5
2
1.5
1
0.5
0
Smell Visual Visual Touch Touch Smell Sound Sound Taste Taste
Store Store Staff Store Staff Staff Staff Store Store Staff
Twice a month or shorter Once a month Once every 3 months or longer
Figure 4.66 - Comparison between Consumers with different shopping frequency
206
As said by the column diagram, the most important sensory marketing factor for consumers is
that shopping once a month and consumers shopping twice a month or shorter are the same,
which is “Visual Store”. However, the consumers with less often shopping frequency think the
“Touch Staff” is the most important sensory experience to them. Besides, from the comparison
column diagram, we could tell that sensory marketing stimuli are more important to consumers
with higher shopping frequency, which is twice a month or shorter in general.
To determine whether there is a statistically significant difference between three shopping

frequency groups’ means, this study will conduct the ANOVA analysis for each dependent
variable – sensory marketing stimuli. The output result will reveal the significance p-value. If
the p-value is greater than 0.05, which means there is no statistically significant difference
between and within different age groups. The differences between group Means are likely due
to chance or they are relatively the same. However, if the p-value is below 0.05, which means
there is a significant difference between age groups, regarding the opinion of that specific
sensory marketing factor influence. The differences are not likely due to chance and are
probably due the Independent Variables, different preference of age groups. But the ANOVA
table will not tell which group means are different. Therefore, this study will conduct a Post
Hoc Test to find out which specific groups differed from each other. The Multiple Comparisons
table will contain the result of significance p-value and highlight p-value that below 0.05 in
red*, which suggests the mean difference is significant at the 0.05 level. If the p-value is greater
than 0.05, the differences between group means are likely due to chance and not likely due to
the Independent Variable manipulation.
4.2.1.5.2.1.1 Visual Store

This section tests whether consumers with different shopping frequency have significant
differences on the opinion of “Visual Store” sensory stimulus. The output of one-way ANOVA
test is presented as Table 4.90:
Table 4.90 - The output of one-way ANOVA test
ANOVA
Sum of Squares df Mean Square F Sig.
Visual Store Between Groups 3.912 2 1.956 2.442 0.088
Within Groups 478.207 597 0.801
Total 482.118 599
In conclusion, there was no statistically significant difference between three shopping
frequency groups as determined by one-way ANOVA (F (2,597) = 2.442, p = .088). The
207
influence of “Visual Store” on consumers that shopping cosmetics in-store twice a month or
shorter (M=3.95, SD=0.957), consumers that shopping cosmetics in-store once a month
(M=3.91, SD=0.837) and consumers that shopping cosmetics in-store once every 3 months or
longer (M=3.75, SD=0.902) was not significantly different from each other. A Means plot
shows as Figure 4.67:
Visual Store
4
3.95
3.95
3.91
3.9
3.85
3.8
3.75
3.75
3.7
3.65
Twice a month or shorter Once a month Once every 3 months or
longer
Figure 4.67 - The means plot
4.2.1.5.2.1.2 Visual Staff

differences on the opinion of “Visual Staff” sensory stimulus. The output of one-way ANOVA

ANOVA
Visual Staff Between Groups 5.187 2 2.593 3.179 0.042
Within Groups 486.998 597 0.816
Total 492.185 599
In conclusion, there was a statistically significant difference between three shopping

frequency groups as determined by one-way ANOVA (F (2,597) = 3.179 p = .042). In such
case, the Tamhane T2 Post Hoc Test result (Table 4.92) is addressed in the multiple
comparisons table as below:
208
Table 4.92 - The output of Post Hoc test
Multiple Comparisons
Tamhane
Dependent (I)Shopping (J) Shopping Frequency Mean Std. Sig. 95% Confidence
Variable Frequency Difference (I-J) Error Interval
Lower Upper
Bound Bound
Visual Once every 3 Once a month -0.104 0.094 0.608 -0.33 0.12
Staff months or longer Twice a month or shorter -.240* 0.096 0.038 -0.47 -0.01
Once a month Once every 3 months or longer 0.104 0.094 0.608 -0.12 0.33
Twice a month or shorter -0.136 0.085 0.297 -0.34 0.07
Twice a month or Once every 3 months or longer .240* 0.096 0.038 0.01 0.47
shorter Once a month 0.136 0.085 0.297 -0.07 0.34
* The mean difference is significant at the 0.05 level.
The influence of “Visual Staff” on consumer that shopping cosmetics in-store with More often
frequency – twice a month or shorter (M=3.92, SD=0.869, p=.038) is significantly higher
than consumer that shopping cosmetics in-store with Less often frequency – once every 3
months or longer (M=3.68, SD=0.924).
There was no statistically significant difference between consumer that shopping cosmetics
in-store once a month (M=3.79, SD=0.917) and consumer with More often shopping frequency
(p= .297), and there was no statistically significant difference between consumer that
shopping cosmetics in-store once a month and consumer with Less often shopping frequency
(p=.608) as well. A Means plot shows as Figure 4.68:
Visual Staff
3.95 3.92
3.9
3.85
3.79
3.8
3.75
3.7 3.68
3.65
3.6
3.55
longer
209
4.2.1.5.2.1.3 Smell Store
differences on the opinion of “Smell Store” sensory stimulus. The output of one-way ANOVA
ANOVA
Smell Store Between Groups 5.414 2 2.707 3.46 0.032
Within Groups 467.086 597 0.782
Total 472.5 599
There was a statistically significant difference between three shopping frequency groups as
determined by one-way ANOVA (F (2,597) = 3.46, p = .032). In such case, the Tamhane T2
Post Hoc Test result (Table 4.94) is addressed in the multiple comparisons table as below:
Tamhane
Lower Upper
Bound Bound
Smell Store Once every 3 Once a month -0.03 0.088 0.981 -0.24 0.18
months or longer Twice a month or shorter -0.219 0.092 0.051 -0.44 0.00
Twice a month or Once every 3 months or longer 0.219 0.092 0.051 0.00 0.44
However, according to the output result, the mean difference is not statistically significant at
the 0.05 level, p>0.05, which suggests the differences between group means are likely due to
chance and not likely due to the Independent Variable manipulation. Therefore, the influence
of “Smell Store”- the smell setting design in-store on consumer that shopping cosmetics in-
store twice a month or shorter (M=3.98, SD=0.901), consumer that shopping cosmetics in-store
once a month (M=3.80, SD=0.909) and consumer that shopping cosmetics in-store once every
3 months or longer (M=3.77, SD=0.823) was not significantly different from each other. A
Means plot shows as Figure 4.69:
210
Smell Store
4 3.98
3.95
3.9
3.85
3.8
3.8 3.77
3.75
3.7
3.65
longer
4.2.1.5.2.1.4 Smell Staff

differences on the opinion of “Smell Staff” sensory stimulus. The output of one-way ANOVA

ANOVA
Smell Staff Between Groups 2.51 2 1.255 1.443 0.237
Within Groups 519.463 597 0.87
Total 521.973 599
There was no statistically significant difference between three shopping frequency groups as
determined by one-way ANOVA (F (2,597) = 1.443, p = .237). The influence of “Smell Staff”-
the scent of retailing staff on consumer that shopping cosmetics in-store twice a month or
shorter (M=3.75, SD=0.939), consumer that shopping cosmetics in-store once a month
(M=3.67, SD=0.897) and consumer that shopping cosmetics in-store once every 3 months or
longer (M=3.58, SD=0.979) was not significantly different from each other. A Means plot
shows as Figure 4.70:
211
Smell Staff
3.8
3.75
3.75
3.7 3.67
3.65
3.6 3.58
3.55
3.5
3.45
longer
4.2.1.5.2.1.5 Sound Store

differences on the opinion of “Sound Store” sensory stimulus. The output of one-way ANOVA

ANOVA
Sound Store Between Groups 5.747 2 2.873 2.831 0.060
Within Groups 606.038 597 1.015
Total 611.785 599
determined by one-way ANOVA (F (2,597) = 2.831, p = .060). The influence of “Sound
Store”- the music setting design in-store on consumer that shopping cosmetics in-store twice a
month or shorter (M=3.32, SD=1.081), consumer that shopping cosmetics in-store once a
month (M=3.20, SD=0.981) and consumer that shopping cosmetics in-store once every 3
months or longer (M=3.07, SD=0.952) was not significantly different from each other. A
212
Sound Store
3.35 3.32
3.3
3.25
3.2
3.2
3.15
3.1 3.07
3.05
3
2.95
2.9
longer
4.2.1.5.2.1.6 Sound Staff

differences on the opinion of “Sound Staff” sensory stimulus. The output of one-way ANOVA
ANOVA
Sound Staff Between Groups 6.829 2 3.414 3.677 0.026
Within Groups 554.311 597 0.928
Total 561.14 599
Tamhane
Lower Upper
Bound Bound
Sound Once every 3 Once a month -0.037 0.100 0.976 -0.28 0.20
Staff months or longer Twice a month or shorter -0.247 0.104 0.053 -0.50 0.00
213
Twice a month or Once every 3 months or longer 0.247 0.104 0.053 0.00 0.50
However, according to the output result, the mean difference is not statistically significant at
the 0.05 level, p>0.05, which suggests the differences between group means are likely due to
chance and not likely due to the Independent Variable manipulation. Therefore, the influence
of “Sound Staff”- the voice service of retailing staff on consumer that shopping cosmetics in-
store twice a month or shorter (M=3.74, SD=0.947), consumer that shopping cosmetics in-store
once a month (M=3.53, SD=0.956) and consumer that shopping cosmetics in-store once every
3 months or longer (M=3.49, SD=0.995) was not significantly different from each other. A
Sound Staff
3.8
3.74
3.75
3.7
3.65
3.6
3.53
3.55
3.49
3.5
3.45
3.4
3.35
longer
4.2.1.5.2.1.7 Touch Store

differences on the opinion of “Touch Store” sensory stimulus. The output of one-way ANOVA
ANOVA
Touch Store Between Groups 0.699 2 0.349 0.525 0.592
Within Groups 397.161 597 0.665
Total 397.86 599
214
determined by one-way ANOVA (F (2,597) = 0.525, p = .0592). The influence of “Touch
Store”- the touch setting design in-store on consumer that shopping cosmetics in-store twice a
Touch Store
3.94
3.92
3.92
3.9
3.88
3.86 3.85
3.84
3.84
3.82
3.8
longer
4.2.1.5.2.1.8 Touch Staff

differences on the opinion of “Touch Staff” sensory stimulus. The output of one-way ANOVA
ANOVA
Touch Staff Between Groups 5.656 2 2.828 3.94 0.020
Within Groups 428.529 597 0.718
Total 434.185 599
215
Tamhane
Lower Upper
Bound Bound
Touch Once every 3 Once a month 0.171 0.083 0.118 -0.03 0.37
Staff months or longer Twice a month or shorter -0.043 0.088 0.948 -0.25 0.17
Once a month Once every 3 months or longer -0.171 0.083 0.118 -0.37 0.03
Twice a month or shorter -.214* 0.083 0.031 -0.41 -0.01
Twice a month or Once every 3 months or longer 0.043 0.088 0.948 -0.17 0.25
shorter Once a month .214* 0.083 0.031 0.01 0.41
The influence of “Touch Staff”- the touch service of retailing staff on consumers that shop
cosmetics in-store with More often frequency – twice a month or shorter (M=3.90, SD=0.872,
p=.031) is significantly higher than consumers with Standard frequency that shop cosmetics
in-store once a month (M=3.69, SD=0.865).
There was no statistically significant difference between consumers that shop cosmetics in-
store with Less often frequency – once every 3 months or longer (M=3.86, SD=0.786) and
consumers with More often shopping frequency (p= .948), and there was no statistically
significant difference between consumers that shop cosmetics in-store once a month and
consumers with Less often shopping frequency (p=.118) as well. A Means plot shows as Figure
4.74:
Touch Staff
3.95
3.9
3.9 3.86
3.85
3.8
3.75
3.69
3.7
3.65
3.6
3.55
longer
216
4.2.1.5.2.1.9 Taste Store
differences on the opinion of “Taste Store” sensory stimulus. The output of one-way ANOVA
ANOVA
Taste Store Between Groups 17.273 2 8.636 6.837 0.001
Within Groups 754.126 597 1.263
Total 771.398 599
Tamhane
Lower Upper
Bound Bound
Taste Once every 3 Once a month -0.215 0.115 0.177 -0.49 0.06
Store months or longer Twice a month or shorter -.442* 0.117 0.001 -0.72 -0.16
Twice a month or Once every 3 months or longer .442* 0.117 0.001 0.16 0.72
The influence of “Taste Store”- the serve food/drink setting in-store on consumers that shop
cosmetics in-store with More often frequency – twice a month or shorter (M=3.16, SD=1.079,
p=.001) is significantly higher than consumers that shop cosmetics in-store with Less often
frequency – once every 3 months or longer (M=2.72, SD=1.106).
There was no statistically significant difference between consumers that shop cosmetics in-
store once a month (M=2.93, SD=1.170) and consumers with More often shopping frequency
(p= .101), and there was no statistically significant difference between consumers that shop
217
cosmetics in-store once a month and consumer with Less often shopping frequency (p=.177)
as well. A Means plot shows as Figure 4.75:
Taste Store
3.2 3.16
3.1
3 2.93
2.9
2.8
2.72
2.7
2.6
2.5
longer
4.2.1.5.2.1.10 Taste Staff

differences on the opinion of “Taste Staff” sensory stimulus. The output of one-way ANOVA

ANOVA
Taste Staff Between Groups 7.703 2 3.852 2.839 0.059
Within Groups 809.79 597 1.356
Total 817.493 599
determined by one-way ANOVA (F (2,597) = 2.839, p = .059). The influence of “Taste Staff”-
the food/drink service of retailing staff on consumer that shopping cosmetics in-store twice a
218
Taste Staff
3.1
3.03
3.05
3
2.94
2.95
2.9
2.85
2.8
2.73
2.75
2.7
2.65
2.6
2.55
longer
4.2.1.5.2.1.11 Conclusion of comparison between different shopping frequency

In conclusion, the comparison result between consumers with different cosmetics shopping
frequency in-store is summarised as Table 4.105, they have significant different opinions on
sensory stimuli that highlighted in red:
Table 4.105 - The summary of comparison between different shopping frequency

Touch Store No significant difference
Visual Staff Have a significant difference More often > Less often
Touch Staff Have a significant difference More often > Standard
Taste Store Have a significant difference More often > Less often
important to consumers with More often shopping frequency that shop cosmetics twice a month
219
or shorter. Specifically, they care about the Visual Staff (i.e. sales assistants’ makeup and
uniform), Touch Staff (i.e. makeup/ facial/ massage treatment) and Taste Store (i.e. serve
drinks).
4.2.1.5.2.1.12 Crosstabulation: Shopping frequency - Shopping orientation/ Consumption

level
The crosstabulation analysis among Shopping frequency, Shopping orientation and
Consumption level is presented as Table 4.106:

Shopping Orientation Consumption Level
Hedonic Utilitarian 0-£199 £200+ Total
More often: Count 105 92 78 119 197
Twice a month or % within Shopping frequency (197) 53.3% 46.7% 39.6% 60.4% 100%
shorter % of Total response (600) 17.5% 15.3% 13.0% 19.8% 32.8%
Standard: Count 125 120 138 107 245
Once a month % within Shopping frequency (245) 51.0% 49.0% 53.2% 46.8% 100%
% of Total response (600) 20.8% 20.0% 23.0% 17.8% 40.8%
Less often: Count 68 90 84 74 158
Once every 3 % within Shopping frequency (158) 43.0% 57.0% 53.2% 46.8% 100%
months or longer % of Total response (600) 11.3% 15.0% 14.0% 12.3% 26.3%
In conclusion, consumers with hedonic shopping orientation and higher consumption level
have a more often shopping frequency, which is at least twice a month. Meanwhile, consumers
with utilitarian shopping orientation and lower consumption level have a less often shopping
frequency, which is once every 3 months or longer.
4.2.1.5.2.2 Age groups
Participants are categorized by age, including three groups (Figure 4.77): Young consumer (18-
30)– 246 participants, which takes 41% of 600 participants in total; Middle consumer (31-40)
– 201 participants, which takes 33.50%; Mature consumer (41+) – 153 participants, which
takes 25.50%.
220
Figure 4.77 - Consumers in different age groups
The descriptive table as below provides an overall useful descriptive statistic (Table 4.107),
including the number of responses, the mean, standard deviation and 95% confidence intervals
for the dependent variable for each separate group (Young consumer, Middle consumer,
Mature consumer and Total).
Table 4.107 - The output of Descriptive statistics

Descriptive
Age Groups N Mean Std. Std. 95% Confidence Minimum Maximum

Deviation Error Interval for Mean
Lower Upper
Bound Bound
Visual Young (18-30) 246 3.87 0.931 0.059 3.75 3.98 1 5
Store Middle (31-40) 201 3.92 0.942 0.066 3.78 4.05 1 5
Mature (41+) 153 3.85 0.776 0.063 3.73 3.97 1 5
Total 600 3.88 0.897 0.037 3.81 3.95 1 5
Visual Young (18-30) 246 3.71 0.931 0.059 3.59 3.83 1 5
Staff Middle (31-40) 201 3.89 0.907 0.064 3.76 4.01 1 5
Mature (41+) 153 3.85 0.857 0.069 3.71 3.99 1 5
Total 600 3.81 0.906 0.037 3.73 3.88 1 5
Smell Young (18-30) 246 3.79 0.941 0.06 3.67 3.91 1 5
Store Middle (31-40) 201 3.97 0.839 0.059 3.85 4.08 1 5
Mature (41+) 153 3.8 0.853 0.069 3.66 3.93 1 5
Total 600 3.85 0.888 0.036 3.78 3.92 1 5
Smell Young (18-30) 246 3.63 0.955 0.061 3.51 3.75 1 5
Staff Middle (31-40) 201 3.79 0.858 0.061 3.67 3.91 1 5
221
Mature (41+) 153 3.59 0.983 0.079 3.44 3.75 1 5
Total 600 3.67 0.933 0.038 3.6 3.75 1 5
Sound Young (18-30) 246 3.24 0.996 0.063 3.11 3.36 1 5
Store Middle (31-40) 201 3.29 1.003 0.071 3.15 3.43 1 5
Mature (41+) 153 3.04 1.032 0.083 2.87 3.2 1 5
Total 600 3.21 1.011 0.041 3.12 3.29 1 5
Sound Young (18-30) 246 3.66 0.979 0.062 3.54 3.79 1 5
Staff Middle (31-40) 201 3.62 0.983 0.069 3.49 3.76 1 5
Mature (41+) 153 3.43 0.916 0.074 3.29 3.58 1 5
Total 600 3.59 0.968 0.04 3.51 3.67 1 5
Touch Young (18-30) 246 3.9 0.834 0.053 3.79 4 1 5
Store Middle (31-40) 201 3.92 0.847 0.06 3.8 4.03 1 5
Mature (41+) 153 3.76 0.732 0.059 3.65 3.88 1 5
Total 600 3.87 0.815 0.033 3.8 3.94 1 5
Touch Young (18-30) 246 3.73 0.895 0.057 3.62 3.84 1 5
Staff Middle (31-40) 201 3.9 0.843 0.059 3.78 4.02 1 5
Mature (41+) 153 3.8 0.781 0.063 3.67 3.92 1 5
Total 600 3.81 0.851 0.035 3.74 3.87 1 5
Taste Young (18-30) 246 2.96 1.128 0.072 2.82 3.1 1 5
Store Middle (31-40) 201 3.07 1.116 0.079 2.91 3.22 1 5
Mature (41+) 153 2.77 1.156 0.093 2.59 2.96 1 5
Total 600 2.95 1.135 0.046 2.86 3.04 1 5
Taste Young (18-30) 246 2.96 1.133 0.072 2.81 3.1 1 5
Staff Middle (31-40) 201 3.03 1.155 0.081 2.87 3.2 1 5
Mature (41+) 153 2.69 1.217 0.098 2.49 2.88 1 5
Total 600 2.91 1.168 0.048 2.82 3.01 1 5
To give a clear view of consumers in different age group’s responses, a summary of each
group’s mean result of all ten sensory marketing stimuli is presented in column diagrams and
sorted by size.
• Young Consumer (18-30)

Regarding the opinion of young consumers, all ten sensory marketing stimuli are sorted by the
importance level from high to low as Figure 4.78. To consumers who are 18 - 30 years old, the
most important sensory marketing factor is “Touch Store”, which is the touch setting of the
physical store (i.e. product testers, makeup tools etc.). They care about the process of trying on
products and the tactile experience they feel.
222
Figure 4.78 - The opinion of young consumers
• Middle Consumer (31-40)

According to the opinion of middle consumers, all ten sensory marketing stimuli are sorted by
the importance level from high to low as Figure 4.79. To consumers who are 31 - 40 years old,
the most important sensory marketing factor is “Smell Store”, which is the scent of the store
environment (i.e. spray perfume around the counter, product scent etc.). They care about
whether the aroma of the store atmosphere is comfortable, the smell of products and the overall
olfactory experience they feel in store.
Middle Consumer (31-40)

4.5
3.97 3.92 3.92 3.9 3.89
4 3.79
3.62
3.5 3.29
3.07 3.03
3
2.5
2
1.5
1
0.5
0
e
re
re
e
ff
ff
f
f
af
af
or
r
af
or
ta
ta
to
to
to
St
St
St
St
St
hS
dS
hS
dS
S
al
el l
ste
al
el l
ste
uc
un
uc
un
is u
is u
Sm
Sm
Ta
Ta
To
So
To
So
V
V
Figure 4.79 - The opinion of middle consumers
223
• Mature Consumer (41+)
As said by the opinion of mature consumers, all ten sensory marketing stimuli are sorted by
the importance level from high to low as Figure 4.80. To consumers who are above 41 years
old, the most important sensory marketing factor is a joint first place, “Visual Store” and
“Visual Staff”, which is the visual setting (i.e. counter design, product display, lighting etc.)
and the look of sales assistants (i.e. makeup and uniform). They care about the overall visual
experience from both physical store design and retailing staff.
Mature Consumer (41+)

4.5
4 3.85 3.85 3.8 3.8 3.76
3.59
3.43
3.5 3.04
3 2.77 2.69
2.5
2
1.5
1
0.5
0
f
e
e
re
re
e
f
ff
f
ff
af
af
af
or
or
or
ta
ta
to
to
St
St
St
St
St
St
hS
dS
hS
dS
el l
ste
al
ste
al
el l
uc
un
uc
un
is u
Sm
is u
Ta
Sm
Ta
To
So
To
So
V
V
Figure 4.80 - The opinion of mature consumers
• Comparison between different age groups

The Figure 4.81 merged the result of three groups, so as to make an initial comparison between
consumers with different shopping frequencies.
Age Groups
4.5
4
3.5
3
2.5
2
1.5
1
0.5
0
f
e
e
re
re
e
f
ff
ff
af
af
af
or
or
r
ta
ta
to
to
to
St
St
St
St
St
hS
dS
hS
dS
S
el l
ste
al
ste
al
el l
uc
un
uc
un
is u
Sm
is u
Ta
Sm
Ta
To
So
To
So
V
V
Young (18-30) Middle (31-40) Mature (41+)
Figure 4.81 - Comparison between different age groups
224
As said by the column diagram, the most important sensory marketing factor is different
between three different age groups: the young consumers care about “Touch Store” the most,
the middle consumers care about “Smell Store” the most and the mature consumers care about
the “Visual Store” and “Visual Staff” the most. Furthermore, from the comparison diagram,
we could tell sensory marketing stimuli have a higher influence on the middle age group in
general.
To determine whether there is a statistically significant difference between three age group
means, this study will conduct the ANOVA analysis for each dependent variable – sensory
marketing factors. The Multiple Comparisons table will contain the result of significance p-
value and highlight p-value that below 0.05 in red*, which suggests the mean difference is
significant at the 0.05 level. If the p-value is greater than 0.05, the differences between group
means are likely due to chance and not likely due to the Independent Variable manipulation.
4.2.1.5.2.2.1 Visual Store

differences on the opinion of “Visual Store” sensory stimulus. The output of one-way ANOVA
ANOVA
Visual Store Between Groups 0.44 2 0.22 0.273 0.761

Within Groups 481.678 597 0.807
Total 482.118 599
There was no statistically significant difference between three age groups as determined by
one-way ANOVA (F (2,597) = 0.273, p = .761). The influence of “Visual Store”- the visual
setting design in-store on Young consumer (M=3.87, SD=0.931), Middle consumer (M=3.92,
SD=0.942) and Mature consumer (M=3.85, SD=0.776) was not significantly different from
each other. A Means plot shows as Figure 4.82:
225
4.2.1.5.2.2.2 Visual Staff

differences on the opinion of “Visual Staff” sensory stimulus. The output of one-way ANOVA

ANOVA
Visual Staff Between Groups 3.766 2 1.883 2.302 0.101
Within Groups 488.419 597 0.818
Total 492.185 599
one-way ANOVA (F (2,597) = 2.302, p = .101). The influence of “Visual Staff”- the visual
appearance of retailing staff on Young consumer (M=3.71, SD=0.931), Middle consumer
(M=3.89, SD=0.907) and Mature consumer (M=3.85, SD=0.857) was not significantly
different from each other. A Means plot shows as Figure 4.83:
226
4.2.1.5.2.2.3 Smell Store

differences on the opinion of “Smell Store” sensory stimulus. The output of one-way ANOVA

ANOVA
Smell Store Between Groups 4.017 2 2.008 2.559 0.078
Within Groups 468.483 597 0.785
Total 472.5 599
one-way ANOVA (F (2,597) = 2.559, p = .078). The influence of “Smell Store”- the smell
SD=0.839) and Mature consumer (M=3.80, SD=0. 853) was not significantly different from
227
Smell Store
4 3.97
3.95
3.9
3.85
3.8
3.79
3.8
3.75
3.7
4.2.1.5.2.2.4 Smell Staff

differences on the opinion of “Smell Staff” sensory stimulus. The output of one-way ANOVA

ANOVA
Smell Staff Between Groups 4.28 2 2.14 2.468 0.086

Within Groups 517.693 597 0.867
Total 521.973 599
one-way ANOVA (F (2,597) = 2.468, p = .086). The influence of “Smell Staff”- the scent of
retailing staff on Young consumer (M=3.63, SD=0.955), Middle consumer (M=3.79,
228
Smell Staff
3.85
3.79
3.8
3.75
3.7
3.65 3.63
3.59
3.6
3.55
3.5
3.45
4.2.1.5.2.2.5 Sound Store

differences on the opinion of “Sound Store” sensory stimulus. The output of one-way ANOVA

ANOVA
Sound Store Between Groups 5.907 2 2.954 2.91 0.055

Within Groups 605.878 597 1.015
Total 611.785 599
one-way ANOVA (F (2,597) = 2.91, p = .055). The influence of “Sound Store”- the music
229
Sound Store
3.35
3.29
3.3
3.24
3.25
3.2
3.15
3.1
3.04
3.05
2.95
2.9
4.2.1.5.2.2.6 Sound Staff

differences on the opinion of “Sound Staff” sensory stimulus. The output of one-way ANOVA

ANOVA
Sound Staff Between Groups 5.351 2 2.675 2.874 0.057

Within Groups 555.789 597 0.931
Total 561.14 599
one-way ANOVA (F (2,597) = 2.874, p = .057). The influence of “Sound Staff”- the voice
service of retailing staff on Young consumer (M=3.66, SD=0.979), Middle consumer (M=3.62,
230
Sound Staff
3.7 3.66
3.65 3.62
3.6
3.55
3.5
3.45 3.43
3.4
3.35
3.3
4.2.1.5.2.2.7 Touch Store

differences on the opinion of “Touch Store” sensory stimulus. The output of one-way ANOVA

ANOVA
Touch Store Between Groups 2.309 2 1.155 1.743 0.176

Within Groups 395.551 597 0.663
Total 397.86 599
one-way ANOVA (F (2,597) = 1.743, p = .176). The influence of “Touch Store”- the touch
231
Touch Store
3.95 3.92
3.9
3.9
3.85
3.8
3.76
3.75
3.7
3.65
4.2.1.5.2.2.8 Touch Staff

differences on the opinion of “Touch Staff” sensory stimulus. The output of one-way ANOVA

ANOVA
Touch Staff Between Groups 3.163 2 1.582 2.191 0.113
Within Groups 431.022 597 0.722
Total 434.185 599
one-way ANOVA (F (2,597) = 2.191, p = .113). The influence of “Touch Staff”- touch service
of retailing staff on Young consumer (M=3.73, SD= 0.895), Middle consumer (M=3.90,
232
Touch Staff
3.95
3.9
3.9
3.85
3.8
3.8
3.75 3.73
3.7
3.65
3.6
4.2.1.5.2.2.9 Taste Store

differences on the opinion of “Taste Store” sensory stimulus. The output of one-way ANOVA

ANOVA
Taste Store Between Groups 7.786 2 3.893 3.044 0.048

Within Groups 763.612 597 1.279
Total 771.398 599
There was a statistically significant difference between groups as determined by one-way

ANOVA (F (2,597) = 3.044, p = .048). In such case, the Tamhane T2 Post Hoc Test result
(Table 4.117) is addressed in the multiple comparisons table as below:

Tamhane
Dependent (I) Age (J) Age Mean Difference Std. Sig. 95% Confidence
Variable (I-J) Error Interval
Lower Upper
Bound Bound
233
Taste Store Young (18-30) Middle (31-40) -0.110 0.107 0.659 -0.37 0.15
Mature (41+) 0.188 0.118 0.299 -0.09 0.47
Middle (31-40) Young (18-30) 0.110 0.107 0.659 -0.15 0.37
Mature (41+) .298* 0.122 0.045 0.01 0.59
Mature (41+) Young (18-30) -0.188 0.118 0.299 -0.47 0.09
Middle (31-40) -.298* 0.122 0.045 -0.59 -0.01
A Tamhane T2 post hoc test revealed that the influence of “Taste Store”- serve food/ drink in
store on Mature consumers’ shopping experience (M=2.77, SD=1.16, p=.045) was
statistically significantly lower than Middle consumer (M=3.07, SD=1.12).
There was no statistically significant difference between the Young consumer (M=2.96,
SD=1.13) and Middle consumer (p = .659), and there was no statistically significant
difference between the Young consumer and Mature consumer (p = .299) as well. A Means
plot shows as Figure 4.90:
Taste Store
3.1 3.07
3.05
3 2.96
2.95
2.9
2.85
2.8 2.77
2.75
2.7
2.65
2.6
4.2.1.5.2.2.10 Taste Staff

differences on the opinion of “Taste Staff” sensory stimulus. The output of one-way ANOVA
234
ANOVA
Taste Staff Between Groups 11.288 2 5.644 4.179 0.016

Within Groups 806.206 597 1.350
Total 817.493 599
There was a statistically significant difference between groups as determined by one-way

ANOVA (F (2,597) = 4.179, p = .016). Therefore, the Tamhane T2 Post Hoc Test result (Table
4.119) is addressed in the multiple comparisons table as below:

Tamhane
Dependent (I) Age (J) Age Mean Difference Std. Sig. 95% Confidence
Variable (I-J) Error Interval
Lower Upper
Bound Bound
Taste Staff Young (18-30) Middle (31-40) -0.08 0.109 0.847 -0.34 0.18
Mature (41+) 0.269 0.122 0.082 -0.02 0.56
Middle (31-40) Young (18-30) 0.080 0.109 0.847 -0.18 0.34
Mature (41+) .349* 0.128 0.020 0.040 0.66
Mature (41+) Young (18-30) -0.269 0.122 0.082 -0.56 0.02
Middle (31-40) -.349* 0.128 0.020 -0.66 -0.04
A Tamhane T2 post hoc test revealed that the influence of “Taste Staff”- the food/drink service
of retailing staff on Mature consumers’ shopping experience (M=2.69, SD1.21, p=.020) was
statistically significantly lower than Middle consumer (M=3.03, SD=1.16).
There was no statistically significant difference between the Young consumer (M=2.96,
SD=1.13) and Middle consumer (p = .847), and there was no statistically significant
difference between the Young consumer and Mature consumer (p = .082) as well. A Means
plot shows as Figure 4.91:
235
Taste Staff
3.1
3.03
3 2.96
2.9
2.8
2.69
2.7
2.6
2.5
4.2.1.5.2.2.11 Conclusion of comparison between different age groups

In conclusion, the comparison result between consumers in different age groups is summarised
as Table 4.120, they have significant different opinions on sensory stimuli that highlighted in
red:
Table 4.120 - The summary of comparison between different age groups

Touch Staff No significant difference
Taste Store Have a significant difference Middle age >Mature age
Taste Staff Have a significant difference Middle age >Mature age
important to middle age consumers who are 31 - 40 years old. Specifically, they care about the
236
Taste Store (i.e. serve drinks) and Taste Staff (i.e. have a bartender make fresh cocktails in
store) than consumers who are above 41 years old. Besides taste experience, consumers in
different age groups do not have significant differences in the opinion of other sensory stimuli
- visual, smell, sound and touch. This is not corresponded with the result from literature review
chapter (Xu and Cliquet, 2013; Eze and Bello, 2016；Jeong, Im and Kim 2017, Baptista, 2020).
4.2.1.5.2.2.12 Crosstabulation
This study did a crosstab analysis among consumers with different ages, shopping orientations,
consumption levels and shopping frequencies. The result is summarised as Table 4.121.

Shopping Orientation Consumption Shopping Frequency
Level
Hedonic Utilitarian 0-£199 £200+ Less Often Once a month More Often Total
Young Count 133 113 123 123 59 87 100 246
Consumer % within Age 54.1% 45.9% 50.0% 50.0% 24% 35.4% 40.7% 100%
(18-30) group (246)
% of Total 22.2% 18.8% 20.5% 20.5% 9.8% 14.5% 16.7% 41%
response (600)
Middle Count 109 92 98 103 39 99 63 201
Consumer % within Age 54.2% 45.8% 48.8% 51.2% 19.4% 49.3% 31.3% 100%
(31-40) group (201)
% of Total 18.2% 15.3% 16.3% 17.2% 6.5% 16.5% 10.5% 33.5%
response (600)
Mature Count 56 97 79 74 60 59 34 153
Consumer % within Age 36.6% 63.4% 51.6% 48.4% 39.2% 38.6% 22. 2% 100%
(41+) group (153)
% of Total 9.3% 16.2% 13.2% 12.3% 10.0% 9.8% 5.7% 25.5%
response (600)
Combined with crosstabulation analysis results: Young consumers have most of the hedonic
orientation, spend relatively even on cosmetics, and shop more often for cosmetics in store.
Middle consumers have most of the hedonic orientation as well, but they have a relatively
higher consumption level, and standard shopping frequency for cosmetics, which is once a
month. Mature consumers have most of the utilitarian orientation, they care more about
efficient and practical experience and spend relatively lower on cosmetics, meanwhile, their
shopping frequency is less often than Middle and Young consumers.
237
4.2.1.5.3 Conclusion of compare groups analysis
In conclusion, the result of Compare groups analysis revealed the significant difference
between different grouping variables. The Table 4.122 highlighted which sensory marketing
factor has significant influence on which specific group in red.
Table 4.122 - The result of compare groups analysis

Shopping Consumption Shopping Frequency in store – Age Group
Orientation Level- Cosmetic Cosmetic
Hedonic Utilitarian 0-£199 £200+ More Often Once /month Less Often Young Middle Mature
Visual Store 3.90 3.86 3.85 3.90 3.95 3.91 3.75 3.87 3.92 3.85
Visual Staff 3.84 3.77 3.75 3.86 3.92 3.79 3.68 3.71 3.89 3.85
Smell Store 3.91 3.79 3.79 3.91 3.98 3.80 3.77 3.79 3.97 3.8
Smell Staff 3.77 3.58 3.62 3.73 3.75 3.67 3.58 3.63 3.79 3.59
Sound Store 3.33 3.08 3.13 3.28 3.32 3.20 3.07 3.24 3.29 3.04
Sound Staff 3.67 3.51 3.39 3.79 3.74 3.53 3.49 3.66 3.62 3.43
Touch Store 3.94 3.80 3.75 3.99 3.92 3.84 3.85 3.9 3.92 3.76
Touch Staff 3.92 3.70 3.68 3.93 3.90 3.69 3.86 3.73 3.90 3.8
Taste Store 3.21 2.69 2.83 3.06 3.16 2.93 2.72 2.96 3.07 2.77
Taste Staff 3.21 2.62 2.82 3.00 3.03 2.94 2.73 2.96 3.03 2.69
Consumers categorised by different shopping orientation have the most difference between
groups. Sensory marketing factors have a significantly higher influence on consumers with
hedonic orientation than utilitarian consumers in general. Hedonic consumers care more about
“the scent of retailing staff”, “the music in store”, “the touch experience setting in store”, “the
touch service of retailing staff”, “serve food/drink in store” and “the food/drink service of
retailing staff”. Consumers that are willing to spend more on their daily beauty routine cosmetic
products, think “communication service of retailing staff”, “the touch experience setting in
store”, “the touch service of retailing staff” and “serve food/drink in store” are more important
to their shopping experience. For consumers that shop twice a month or shorter, they value “the
appearance of retailing staff”, “the touch service of retailing staff” and “serve food/drink in
store”. There is no significant difference between different age groups besides the setting and
service of taste experience. Therefore, a cross tabulation is reported to analyse how three age
groups are different in cosmetic shopping behaviour.
238
4.2.2. Part 2: investigation of how sensory marketing factors influence
shopping experience in-store, by influencing consumer decision-making
process for cosmetic shopping
This study summarised sensory marketing strategies that applied by cosmetic brands in
physical stores, which is based on the Study 1 interview result of cosmetic organisations. After
summary, there are 39 sensory marketing factors that could be classified in five senses, and
two categories - Physical design in store and Service of retailing staff. Table 4.123 is presented
as below with colour coding.
Table 4.123 - Sensory marketing strategy factors
Sensory marketing strategy factors
Visual 13 • Counter design • Sales assistant uniform

• Cleanliness of counter • Sales assistant makeup
• Lighting
• Product display
• Makeup area
• LED screens
Smell 6 • Spray perfume around the counter • Sales assistant’s perfume

• Product scent • Body odour of sales assistant
• Spray perfume on the package • Breath of sales assistant
Sound 8 • Background music in store • Live DJ in store

• Individual music player at a brand • Sales assistant greeting
counter • Sales assistant’s communication skill
Touch 8 • Product testers • Complementary treatment

• Product texture • Sales assistant professional skill
• Free sample/ gift • Sales assistant personal hygiene
Taste 4 • Serve drink • Event: Have a bartender to serve freshly

• Serve food made drink
239
Cosmetic brands aim at influencing consumer’s decision-making process in store. According
to the result of Study 1 – Interviews with cosmetic organisations, this study adapts the
traditional five stages decision-making process model (Engel, Blackwell, and Kollat, 1968) to
a four stages decision-making process (Figure 4.92) that is suitable for cosmetic shopping
procedure in store.
Figure 4.92 - Consumer decision-making process in-store (Researcher’s own, 2020)
This study designed questions to collect the response from targeted consumers to find out how
important of each sensory marketing element to their shopping experience, and whether it will
have influence on every stage of their decision-making process in store. Each question lists all
sensory marketing elements as sub-questions and four stages of decision-making process in
store are presented as options. Participants could tick multiple boxes that would be influenced
or only tick “No Influence”.
Basically, each question is composed of several sub multiple response questions but present in
a systematic way. The analysis method follows the multiple response analysis by counting
frequency, which will reveal each sensory factor’s influence level for each stage of the
decision-making process.
4.2.2.1. Section 1: Multiple Response Analysis

The result of responses is counted by frequency and sorted by size from high to low. Each stage
of the decision-making process has a report table including frequency and percentage counting
of each sensory element. All elements are categorised by colour coding to present a clear view:
Visual- green, Smell- yellow, Sound- blue, Touch- orange and Taste- pink.
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4.2.2.1.1. 1-1 Get interested to walk to a brand counter
Sensory marketing strategies that influence the stage of Get interested to walk to a brand
counter are summarised as Table 4.124, which is sorted by the influence level from high to low.
According to the top-ranking strategies, visual stimuli is the most influential strategy for this
stage of decision-making. The top 1 sensory marketing strategy to attract consumers to a brand
is “Counter design”.
Table 4.124 - Sensory marketing strategies influence the interest of a brand counter
Sensory Marketing Strategies Frequency %

1 Counter design 325 54%
2 Sales assistant greeting 314 52%
3 Cleanliness of counter 267 45%
4 Lighting 262 44%
5 The degree of crowdedness (Queue 248 41%
6 Spray perfume around the counter 244 41%
7 Product display 218 36%
8 Sales assistant’s communication skill 200 33%
9 Free sample / gift 199 33%
10 Sales assistant personal hygiene (Hands, nails 185 31%
11 Picture Advertisement (Brand-spokesperson/ product 184 31%
12 Background music in store 183 31%
13 Complementary treatment (Makeup, facial, massage 180 30%
14 Makeup area (Mirror, table, chair 172 29%
15 Product testers (Availability, cleanliness 171 29%
16 Sales assistant makeup 169 28%
17 Serve drink (cocktail / soft drink / beverage 164 27%
18 Event: Have a bartender to serve fresh made drink 155 26%
19 Special activity (Makeup artist tutorial, New product launch event 150 25%
20 Sales assistant professional skill (Makeup, facial, massage 150 25%
21 LED screens play Advertisement film (Promotional video 145 24%
22 Makeup tools and tissues (Availability, cleanliness 137 23%
23 Sales assistant uniform 132 22%
24 Smart technology 126 21%
25 Product scent 124 21%
26 Serve food (desert / snack 122 20%
27 Sales assistant’s voice 115 19%
28 Body odour of sales assistant 112 19%
29 Sales assistant’s perfume 104 17%
30 Customised products (Littering, DIY products 102 17%
31 Breath of sales assistant 94 16%
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32 Sales assistant’s recommendation 92 15%
33 Multi-language service support 92 15%
34 Extra music players at a brand counter 88 15%
35 Package and gift wrapping 85 14%
36 Spray perfume on the package 83 14%
37 Live DJ in store 76 13%
38 Product texture 66 11%
39 The taste of lip product 62 10%
4.2.2.1.2. 1-2 Get interested in a product

Sensory marketing strategies that influence the stage of Get interested in a product are
summarised as Table 4.125, which is sorted by the influence level from high to low. According
to the top-ranking strategies, visual stimuli is the most influential strategy for this stage of
decision-making and touch stimuli is the second one. The top 1 sensory marketing strategy to
attract consumers to a product is “Product display”.
Table 4.125 - Sensory marketing strategies influence the interest of a product
Sensory marketing elements Frequency %

1. Product display 350 58%
2. Product testers (Availability, cleanliness) 302 50%
3. Picture Advertisement (Brand-spokesperson/ product) 281 47%
4. Product scent 277 46%
5. Spray perfume around the counter 274 46%
6. Free sample / gift 269 45%
7. Counter design 256 43%
8. Sales assistant’s recommendation 242 40%
9. Sales assistant’s communication skill 237 40%
10. Special activity (Makeup artist tutorial, New product launch event) 236 39%
11. Complementary treatment (Makeup, facial, massage) 227 38%
12. Makeup tools and tissues (Availability, cleanliness ) 225 38%
13. Smart technology (skin test machine, magic mirror, interaction game) 224 37%
14. Sales assistant professional skill (Makeup, facial, massage) 219 37%
15. LED screens play Advertisement film (Promotional video) 214 36%
16. Spray perfume on the package 210 35%
17. Sales assistant’s perfume 194 32%
18. Makeup area (Mirror, table, chair) 192 32%
19. Lighting 189 32%
20. Customised products (Littering, DIY products) 175 29%
21. Sales assistant personal hygiene (Hands, nails) 174 29%
22. Package and gift wrapping 171 29%
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23. Product texture 163 27%
24. Sales assistant greeting 163 27%
25. Sales assistant makeup 160 27%
26. The taste of lip product 160 27%
27. Cleanliness of counter 142 24%
28. The degree of crowdedness (Queue) 126 21%
29. Body odour of sales assistant 109 18%
30. Serve drink (cocktail / soft drink / beverage) 107 18%
31. Sales assistant’s voice 95 16%
32. Event: Have a bartender to serve freshly made drink 85 14%
33. Serve food (desert / snack) 84 14%
34. Sales assistant uniform 82 14%
35. Breath of sales assistant 80 13%
36. Background music in store 76 13%
37. Extra music player at a brand counter 59 10%
38. Multi-language service support 56 9%
39. Live DJ in store 46 8%
4.2.2.1.3. 2 Evaluation of products

Sensory marketing strategies that influence the stage of Evaluation of products are summarised
as Table 4.126, which is sorted by the influence level from high to low. According to the top-
ranking strategies, touch stimuli is the most influential strategy for this stage of decision-
making. The top 1 sensory marketing strategy to help consumers with evaluating a product is
“Product testers”.
Table 4.126 - Sensory marketing strategies influence the evaluation of products
Sensory Marketing Elements Frequency %

2. Makeup tools and tissues (Availability, cleanliness) 273 46%
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23. Lighting 139 23%
4.2.2.1.4. 3- Decision of purchase

Sensory marketing strategies that influence the final stage of Decision of purchase are
summarised as Table 4.127, which is sorted by the influence level from high to low. According
to the top-ranking strategies, touch stimuli is the most influential strategy for this stage of
decision-making. The top 1 sensory marketing strategy to help consumers with making a final
decision of purchase is “Free sample/ gift”.
Table 4.127 - Sensory marketing strategies influence the decision of purchase
Sensory Marketing Elements Frequency %

10. Makeup tools and tissues (Availability, cleanliness) 206 34%
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34. Lighting 67 11%
4.2.2.1.5. Conclusion: Top 15 influential sensory marketing strategies

In conclusion, after summarising the results of four reports above, the top 15 most influential
sensory marketing strategies for four stages of decision-making are presented as Table 4.128.
Table 4.128 - Top 15 influential Sensory marketing strategies
Sensory marketing influences Consumer decision-making process in-store
Top 1-1. Walk to a brand 1-2. Interest in a 2.Help with evaluating a 3.Help with making purchase
counter product product decision
1 Counter design Product display Product testers Free sample/ gift
2 Sales assistant greeting Product testers Makeup tools and tissues Sales assistant's
recommendation
3 Cleanliness of counter Picture Advertisement Product texture Complementary treatment
4 Lighting Product scent Sales assistant's Product testers

recommendation
5 The degree of Spray perfume around Free sample/ gift Sales assistant professional skill
crowdedness the counter
6 Spray perfume around Free sample / gift Sales assistant professional Product scent
the counter skill
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7 Product display Counter design Product scent Product texture
8 Sales assistant's Sales assistant's Makeup area Sales assistant's communication

communication skill recommendation skill
9 Free sample/ gift Sales assistant's Special activity Smart technology

communication skill
10 Sales assistant Special activity Complementary treatment Makeup tools and tissues
personal hygiene
11 Picture Advertisement Complementary Smart technology Special activity

treatment
12 Background music in Makeup tools and Sales assistant's Sales assistant personal hygiene
store tissues communication skill
13 Complementary Smart technology The taste of lip product Makeup area

treatment
14 Makeup area Sales assistant Product display The taste of lip product
professional skill
15 Product testers LED screens play Spray perfume on the Body odour of sales assistant
Advertisement film package
By using colour coding, it could easily tell “Touch” experience is the most influential sensory
marketing element. Compared to organisations’ major investment on “Visual” setting, it’s time
to make more effort on creating a more comprehensive “Touch” setting to satisfy consumer
needs.
Besides top-ranking factors of each column, other factors that could influence over 3 stages of
decision-making are crucial to overall shopping experience. For example, physical design of
store includes “Smart technology”, “Product testers”, “Free sample/gift”, “Product scent”,
“Complementary treatment”, “Special activity”, “Makeup area” and “Makeup tools and
tissues”; Service of retailing staff includes “Sales assistant’s recommendation” “Sales
assistant’s professional skill” and “Sales assistant’s communication skill”.
This statistic could also be used as a tool of sensory marketing strategy evaluation that is based
on the consumer decision-making process perspective. If companies want to specifically
stimulate one stage of the process, like how to increase footfall of the counter by attracting
more customers to get interested to walk to its counter, they could select the data of stage 1
“Get interested to walk to a brand counter” and highlight top ranking strategies in their store
design and staff service.
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4.2.2.2. Section 2: Exploratory Factor Analysis
By considering each tick selection of the matrix question as a dichotomous (yes/no) response
and assigning a value to each variable: “No Influence” = 0, each stage of decision-making
process (yes= 1, no= 0), which means after adding up participant’ responses (result could be =
0/ 1/ 2/ 3/ 4), the higher score a sensory factor has, the more stages it could influence. In such
a case, the data could be transferred into a 5 Likert scale from 0 to 4, which could use
exploratory factor analysis (EFA) to do further analysis. The result of each sensory category is
reported in the following sections, which indicates potential relationship between factors within
the same sensory category. For example, when consider the visual stimuli in-store to create a
positive shopping experience, what elements should be considered as a group to enhance the
effect? The findings of this section will reveal the answer for all five sensory stimuli and
generate new models to illustrate the result.
4.2.2.2.1 Visual
This section is the Exploratory Factor Analysis process of 13 visual stimuli of sensory
marketing. The factor loading result reveals whether some of visual stimuli will group together
and generate a new structure to provide a new perspective of designing the visual marketing
strategies.
The KMO and Bartlett’s Test indicates the suitability of Visual elements data for structure
detection. The result is presented as Table 4.129:
Table 4.129 - The output of the KMO and Bartlett’s test

df 78
Sig. .000
The value of Kaiser-Meyer-Olkin Measure of Sampling Adequacy is 0.875, which indicates

that a factor analysis is suitable with this data. The significance level of Bartlett’s test of
sphericity is p-value=.000 <.05 indicates that a factor analysis is suitable for this data.
The table of Total Variance Explained down blow (Table 4.130) includes the initial solution,
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Total % of Variance Cumulative % Total % of Variance Cumulative % Total % of Variance Cumulative %
1 4.912 37.783 37.783 4.912 37.783 37.783 3.177 24.436 24.436
2 1.372 10.55 48.333 1.372 10.55 48.333 2.114 16.265 40.701
3 1.006 7.74 56.073 1.006 7.74 56.073 1.998 15.372 56.073
4 0.898 6.911 62.984
5 0.834 6.416 69.4
6 0.693 5.334 74.734
7 0.596 4.583 79.317
8 0.586 4.505 83.822
9 0.489 3.764 87.586
10 0.48 3.69 91.276
11 0.403 3.096 94.373
12 0.37 2.846 97.219
13 0.362 2.781 100
In conclusion, there are three components above an eigenvalue of 1, and all the other potential
factors were below 1 so they were not extracted. These three components explained nearly 56%
of the variance. The Scree Plot (Figure 4.93) helps to determine the optimal number of
components shows as below:
Figure 4.93 - The scree plot
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The component matrix with Varimax rotation helps to determine what components represent.
suppress small coefficients that absolute value below 0.40, which is addressed as Table 4.131:
Table 4.131 - The output of Rotated component matrix

Component
1 2 3
LED screens play Advertisement film 0.760
Picture Advertisement 0.702
Smart technology 0.667
Product display 0.583 0.52
Special activity 0.580
Customise products 0.572
Lighting 0.502 0.49
Makeup area design 0.487
Cleanliness of counter 0.805
Counter design 0.721
Sales assistant uniform 0.840
Package and gift wrapping 0.634
Sales assistant makeup 0.633
Rotation Method: Varimax with Kaiser Normalization.a
a Rotation converged in 7 iterations.

• Component 1 was named as Promotion, which was composed of 8 items reported on a 5-
point Likert scale that explained 37.8% of the variance with factor loadings from .487
to .760.
• Component 2 was named as Counter, which was composed of 2 items reported on a 5-
to .805.
• Component 3 was named as Branding, which was composed of 3 items reported on a 5-
point Likert scale that explained 7.8% of the variance with factor loadings from .633 to .840.
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Figure 4.94 - Cosmetic visual sensory marketing in-store (Researcher’s own 2020)
In conclusion, according to the factor loading result, there are three Visual components loaded.
• The Promotion component represents visual marketing strategies that relate to
promotion purposes, including “LED screens, Picture Advertisement, Smart
technology, Product display, Special activity, Customise product, Lighting, Makeup
area design”. This result suggests that when apply promotion related visual strategies,
organisation need to coordinate all these 8 elements to enhance the effect.
• The Counter component represents visual marketing strategies that relate to the
physical store counter environment, including “Cleanliness of counter, Counter design”.
This result indicates that organisation should not only focus on designing a beautiful
counter, but also need to keep it as clean as possible.
• The Branding component represents visual marketing strategies that relate to the
branding purpose, including “Sales assistant uniform, Sales assistant makeup, Package
and gift wrapping”. This result suggests that when create a brand image in-store, the
sales assistant’s appearance and product packages need to be considered together, such
as use the brand signature colour and match with the brand image.
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4.2.2.2.2 Sound
This section is the Exploratory Factor Analysis process of 8 sound stimuli of sensory marketing.
The factor loading result reveals whether some of sound stimuli will group together and
generate a new structure to provide a new perspective of designing the sound marketing
strategies.
The KMO and Bartlett’s Test indicates the suitability of Sound elements data for structure
df 28
Sig. .000

Table 4.133 - The output of Total variance explained
Total % of Cumulative % Total % of Cumulative % Total % of Cumulative %
Variance Variance Variance
1 2.971 37.135 37.135 2.971 37.135 37.135 2.422 30.27 30.27
2 1.612 20.156 57.291 1.612 20.156 57.291 2.162 27.021 57.291
3 0.818 10.23 67.521
4 0.695 8.687 76.208
5 0.548 6.848 83.056
6 0.534 6.67 89.725
7 0.443 5.537 95.262
8 0.379 4.738 100
In conclusion, there are two components above an eigenvalue of 1, and all the other potential
factors were below 1 so they were not extracted. These two components explained nearly 57%
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Table 4.134 - The output of Rotated component matrix:

Component
1 2
Extra music player at counter 0.806
Background music in store 0.732
Live DJ in store 0.669
Multi-language service support 0.637
Sales assistants voice 0.575
Sales assistants communications kill 0.856
Sales assistants recommendation 0.847
Sales assistant greeting 0.733

• Component 1 was naming as Environment, which was comprised of 5 items reported on
a 5-point Likert scale that explained 37.1% of the variance with factor loadings from .575
to .806.
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• Component 2 was naming as Interaction, which was comprised of 3 items reported on a
5-point Likert scale that explained 20.1% of the variance with factor loadings from .733
to .856.
Figure 4.96 - Cosmetic sound sensory marketing in-store (Researcher’s own 2020)
In conclusion, according to the factor loading result, there are two Sound components loaded.
• The Environment component represents sound marketing strategies that related to the
store environment, including “Background music, Individual music player at a brand
counter, Live DJ in store, Multi language service support, Sale assistant voice”. This
result indicates that not only the store music creates the auditory environment, but also
the retailing staff’s voice and language.
• The Interaction component represents sound marketing strategies that related to the
direct interaction with the customers, including “Sales assistant communication skill,
Sales assistant recommendation, Sales assistant greeting”. This result suggests that the
sound service from the retailing staff plays an important sensory marketing role in
interacting with customers.
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4.2.2.2.3 Smell
This section is the Exploratory Factor Analysis process of 6 smell stimuli of sensory marketing.
The factor loading result reveals whether some of smell stimuli will group together and
generate a new structure to provide a new perspective of designing the smell marketing
strategies.
The KMO and Bartlett’s Test indicates the suitability of Smell elements data for structure
df 15
Sig. .000

Total % of Variance Cumulative % Total % of Variance Cumulative % Total % of Variance Cumulative %
1 2.683 44.72 44.72 2.683 44.72 44.72 2.251 37.514 37.514
2 1.424 23.727 68.447 1.424 23.727 68.447 1.856 30.933 68.447
3 0.636 10.606 79.052
4 0.466 7.773 86.825
5 0.405 6.751 93.576
6 0.385 6.424 100
In conclusion, there are two components above an eigenvalue of 1, and all the other potential
factors were below 1 so they were not extracted. These two components explained nearly 68%
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Component
1 2
Product scent 0.844
Spray perfume around the counter 0.828
Spray perfume on the package 0.727
Body odour of sales assistant 0.872
Breath of sales assistant 0.867
Sales assistants perfume 0.564 0.565

• Component 1 was naming as Ambient, which was comprised of 3 items reported on a 5-
to .844.
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• Component 2 was naming as Personal, which was comprised of 3 items reported on a 5-
to .872.
Figure 4.98 - Cosmetic smell sensory marketing in-store (Researcher’s own 2020)
In conclusion, according to the factor loading result, there are two Smell components loaded.
• The Ambient component represents smell marketing strategies that related to the physical
store ambient scent, including “Product scent, spray perfume around the counter, Spray
perfume on the package”. This result indicates that the scent of products and fragrances
create the brand ambient olfactory impression.
• The Personal component represents smell marketing strategies that related to the retailing
staff personal scent, including “Body odour of sales assistant, Breath of sale assistant, Sale
assistant wears perfume”. This result suggests that the personal scent of the retailing staff
play an important role in the overall smell experience.
4.2.2.2.4 Touch
This section is the Exploratory Factor Analysis process of 8 touch stimuli of sensory marketing.
The factor loading result reveals whether some of touch stimuli will group together and
generate a new structure to provide a new perspective of designing the touch marketing
strategies.
256
The KMO and Bartlett’s Test indicates the suitability of Touch elements data for structure

df 28
Sig. .000

The table of Total Variance Explained down blow (Table 4.139) includes the initial solution
and extracted components. There are no rotated components because only one component has
loaded.

1 4.015 50.185 50.185 4.015 50.185 50.185
2 0.886 11.074 61.259
3 0.747 9.332 70.591
4 0.663 8.289 78.88
5 0.604 7.546 86.427
6 0.411 5.132 91.559
7 0.359 4.494 96.053
8 0.316 3.947 100
In conclusion, there is only one component above an eigenvalue of 1, and all the other potential
factors were below 1 so they were not extracted. The one component explained nearly 50% of
the variance. The Scree Plot (Figure 4.99) helps to determine the optimal number of
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The component matrix helps to determine what components represent. To have a clear view of
the loading result, the display format is sorted by size and suppress small coefficients that
absolute value below 0.40, which is addressed as Table 4.140:
Component Matrixa
Component
1
Sales assistant professional skill 0.809
Makeup tools and tissues 0.780
Complementary treatment 0.748
Free sample gift 0.736
Product testers 0.722
Sales assistant personal hygiene 0.713
Product texture 0.671
The degree of crowdedness 0.416
A 1 components extracted.

• Component 1 was named as Tactility, which was composed of 8 items reported on a 5-
to .809.
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Figure 4.100 - Cosmetic touch sensory marketing in-store (Researcher’s own 2020)
In conclusion, according to the factor loading result, there is one Touch component loaded.
o The Tactility component represents touch marketing strategies that related to the overall
tactility experience in store, including “Sale assistant professional skill, Makeup tools
and tissues, Complementary treatment, Free sample gift, Product testers, Sale assistant
personal hygiene, Product texture, The degree of crowdedness”. This result suggests
that all 8 touch elements create the tactility experience together, both touch stimuli from
the physical store and touch stimuli from the retailing staff should be coordinated with
each other.
4.2.2.2.5 Taste
This section is the Exploratory Factor Analysis process of 4 taste stimuli of sensory marketing.
The factor loading result reveals whether some of taste stimuli will group together and generate
a new structure to provide a new perspective of designing the taste marketing strategies.
The KMO and Bartlett’s Test indicates the suitability of Taste elements data for structure
df 6
Sig. .000
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The table of Total Variance Explained down blow (Table 4.142) includes the initial solution
and extracted components. There are no rotated components because only one component has
loaded.
1 2.633 65.829 65.829 2.633 65.829 65.829
2 0.786 19.646 85.475
3 0.365 9.126 94.601
4 0.216 5.399 100
In conclusion, there is only one component above an eigenvalue of 1, and all the other potential
factors were below 1 so they were not extracted. The one component explained nearly 66% of
the variance. The Scree Plot (Figure 4.101) helps to determine the optimal number of
260
The component matrix helps to determine what components represent. To have a clear view of
the loading result, the display format will be sorted by size and suppress small coefficients that
absolute value below 0.40, which is addressed as Table 4.143:

Component Matrixa
Component
1
Serve drink 0.901
Have a bartender 0.873
Serve food 0.866
The taste of lip product 0.556
A 1 components extracted.

• Component 1 was named as Tactility, which was composed of 4 items reported on a 5-
to .901.
Figure 4.102 - Cosmetic taste sensory marketing in-store (Researcher’s own 2020)
In conclusion, according to the factor loading result, there is one Taste component loaded.
o The Gustation component represents taste marketing strategies that related to the
gustation experience in store, including “Serve drink, Have a bartender, Serve food,
The taste of lip product”. This result indicates that all 4 taste sensory stimuli provide
the overall taste experience.
4.2.2.2.6. Conclusion: Sensory marketing In-store

In conclusion of Exploratory Factor Analysis result, all five Sensory marketing In-store
components are summarised as Figure 4.103:
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Figure 4.103 - Sensory marketing factors for cosmetic in-store shopping
According to the questionnaire survey result, Sensory marketing in-store has influences on the
consumer In-store decision-making process, which is presented as Figure 4.104.
Figure 4.104 - Sensory marketing influences decision-making process in-store

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4.3. Data analysis and Findings of Study 3 – Interviews with
consumers
Consumers who shop for cosmetics in the physical store need to shop online because of the
pandemic lockdown since 2020 (Lim, 2020). This study conducted an interview with them to
reveal how the pandemic influences consumer cosmetic shopping behaviour, how they changed
their cosmetic shopping during the pandemic, what are their concerns of shopping in the
physical store post-pandemic, what are the pros and cons of cosmetics offline shopping
compared to online. 12 participants of this study, who used to shop cosmetics in the physical
store (the same criteria as Study 2) and also have online shopping experience during the UK
lockdown. This study adopted the template analysis with colour coding to analyse the interview
data. The data analysis process and findings are addressed in the following sections.
4.3.1. Data analysis – Template analysis with colour coding

To analyse the transcription, this study uses the colour coding (Table 4.144):
• Navy for changes on cosmetics shopping behaviour regarding to the pandemic
• Red for concerns of cosmetic post-pandemic in-store shopping
• Brown for suggestions for sensory marketing strategy improvement
• Grey for the pros and cons of the cosmetic physical store shopping compared to online
shopping
Table 4.144 - The template with colour coding
The template of consumer interview analysis
Changes Navy
Concerns Red
Suggestions for improvement Brown
Pros and Cons Grey
According to each participant’s template analysis result, this study synthesised their responses
to consumer interview reports. An example of using the template analysis with colour coding
to analyse the interview transcription is presented as Table 4.145:
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Table 4.145 - The example of template analysis with colour coding
Interview transcription example Colour coding
ES: How does the pandemic influence your cosmetic shopping?

What do you care about when you shop cosmetics in the physical
store post-pandemic? Changes: Online shopping frequency↑
2-J: The pandemic changed my online shopping frequency, since all the
stores are closed for months, and I am getting used to it. But the long Changes: Makeup↓ Skincare ↑
delivery time, tricky return policy and inconvenience of unable to feel
and smell the product in person, make me miss shopping cosmetics in Changes: Online browsing first then
the physical store. Because of the lockdown and face mask issue, I offline shopping
haven’t worn makeup for a long time, therefore I didn’t purchase a lot
of makeup products as usual. I pay more attention to my skincare now.
My new shopping routine will be I will surf online retailers to check
out what they have and then go to a physical store to do the actual
shopping. Concerns: Counter cleanliness, Product
testers, Makeup area
When the store reopens, my priority concern will definitely be the Suggestions: Clean and sanitise products
cleanliness of the counter and product testers, I would like to see the in front of customer, Disposable makeup
sales assistant clean and sanitise the counter and product testers in front tools
of me. Some disposable makeup tools are necessary. Also, the personal Concerns: SA personal hygiene
hygiene of sales assistants is important, I guess the new normal will be Suggestions: SA wear face mask,
all the retailing staff need to wear face mask and sanitise their hands sanitise hands before serving
before serving a customer. However, since customers are required to
wear face masks in the store as well, it’s difficult to try on lipstick,
Concerns: Difficult to try on lip product
there is no safe isolated area to take off the mask. They could try to
with mask
create a safe makeup area for customers to take off masks and sanitise
Suggestions: Create a safe makeup area
after every customer used.
for customers, sanitise after every
customer used
ES: Compare cosmetic online shopping experience, what are the
pros and cons of physical store shopping?
2-J: The advantage of online shopping is the promotion, which is really

good for stockpiling some regular purchases. I will search for the best
deal, so it doesn’t matter which retailer to choose if I have a specific Cons: Less competitive price, less
repurchase item. As buying cosmetics online you cannot try it on repurchase
before you buy it, products like makeup and fragrance, you never know
if they suit you until you try it in person. That experience is the Pros: Good for purchasing new products,
irreplaceable part of shopping cosmetics in stores. Oh and online try on products in person
retailers rarely give samples, but physical stores not only provide Pros: multisensory experience
testers but also give samples to try on at home for free. The sales
assistants help a lot, especially by showing me how to apply makeup Pros: product testers, free samples
and giving me recommendations based on my skin type. Sales assistants service
4.3.2. Findings of Interviews with consumers

This section addresses findings and insights from consumer interviews.
4.3.2.1. The influence of pandemic on cosmetics shopping behaviour

According to the changes on consumer cosmetics shopping behaviour during the pandemic,
this study summarised consumers’ responses as Table 4.146. Including how consumers shop
264
cosmetics online during the pandemic and will they shop cosmetics in the physical store post-
pandemic.
Table 4.146 - The influence of pandemic on cosmetic shopping behaviour
Cosmetics shopping behaviour Supporting evidence examples Supporting

cases
Shop cosmetics online during the “All retailers closed during the lockdown, but online purchasing 12/12
pandemic is quite convenient, I usually bought some regular products”
• Search for the best deal “It’s really good for stockpiling some regular purchases. I will
(promotion) search for the best deal, so it doesn’t matter which retailer to
• Repurchase regular choose if I have a specific repurchase item.”
products “I used to interest in new makeup or fragrance but now I just
• Rarely buy products couldn’t blindly buy them online”
without trying “Because of working from home and rarely going out, I wear
• Purchase fewer cosmetic less makeup”
products during the “I haven’t worn makeup for a long time; therefore I didn’t
pandemic purchase a lot of makeup products as usual. I pay more attention
to my skincare now”
Willing to shop cosmetics in the “Cosmetic online shopping doesn’t have enough information; I 10/12
physical store post-pandemic: can’t get the texture or scent from the description or images”
• Enjoy the experience of “I miss shopping cosmetics in the physical store...The sales
shopping in-store assistants help a lot, especially by showing me how to apply
• Need to try on products makeup and giving me recommendations based on my skin type”
before purchasing “I get used to shop online now, always browse online first, but
• Care about multisensory will go to the store to try the product in person to ensure that
experiences suits me”
• Retailing staff assistance “Online retailers don’t accept return after the product opened or
offer any samples, then I couldn’t live without offline shopping
until these issues sorted”
In conclusion, consumers convert to cosmetics online shopping during the pandemic. There are
two main reasons for shopping cosmetics online, which are promotions with great deals and
convenient for repurchase regular products. Moreover, they purchase fewer cosmetics during
the pandemic, especially the makeup products, because they rarely went out and wear masks.
Also, as the cosmetic online shopping doesn’t provide enough information to support buying
new products, and consumers cannot try on before purchase, therefore, the overall purchase of
cosmetics is reduced. Most of consumers are willing to back to the physical store shopping
after the pandemic, mainly because they enjoy the in-store shopping experience itself, the
multisensory experience with cosmetic products and store environments and the retailing staff
services, these are irreplicable in the cosmetic shopping. But consumers did establish the habits
of online shopping, for example, some consumers will browse online before going to the
physical store. One participant who is getting used to do online shopping and mainly purchase
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regular products, state that unless the physical store has great deals, she will probably stay
shopping online after the pandemic.
4.3.2.2. Sensory marketing factors with concerns and suggestions for

improvement
This study collects consumers’ opinions on post-pandemic cosmetic in-store shopping (Table
4.147), including sensory marketing factors that have concerns, what current problems of the
physical store are and their suggestions to cosmetic organisations for improvement.
Table 4.147 - Cosmetic in-store shopping post pandemic
Cosmetic in-store shopping (post-pandemic) consumer interview report
In-store Sensory marketing Current problems Suggestions for improvement

factors with
Concerns
Physical • Counter cleanliness • Shopping • Traffic control - keep customers

Store setting • Product tester environment sanitation shopping with a safe distance
• Makeup area and safety • Prepare enough samples as testers
• Makeup tools • Difficult to try on • Clean and sanitise products in front of
• Free samples products with mask customers
• Smart technology • Lack of digital • Disposable makeup tools
experience • Create a safe makeup area for
• Not easy to locate or customers, sanitise after every customer
compare products used
• Increase smart technology like Magic
mirror amount – virtual try on makeup
• Increase connection between online
and offline
Retailing • Sale assistant • Staff sanitation • SA wear face covering

staff service personal hygiene • Close contact • Sanitise hands before serving
In conclusion, concerns of sensory marketing factors and problems of shopping cosmetics in

the physical store post-pandemic are mainly about safety and sanitation, as it may take time to
adapt with the new normal. Therefore, provide a safe and convenient shopping environment is
important, especially overcome issues about products try-on, since the touch experience is one
of the main advantages of the cosmetic offline shopping. Suggestions like traffic control, use
disposable tools and samples, create safe makeup areas, staff sanitation and use smart
technology as supports.
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4.3.2.3. Cosmetic physical store shopping compared to online shopping
The cosmetic industry is facing a new challenge after the pandemic changing consumers
shopping behaviour (Mogelonsky, 2020; Lim, 2020; Culliney, 2020). According to consumers’
viewpoints from Study 3 (pros and cons of cosmetics physical store shopping), this research
conducts a SWOT analysis for cosmetic physical stores. The result highlights the current
situation under the pandemic impact, including strengths, weaknesses, opportunities, and
threats of cosmetic retailers, which is presented as Table 4.148:
Table 4.148 - The SWOT analysis of cosmetic physical stores compared to online
shopping
Strengths Weaknesses
• Multisensory experience of store environment • Less competitive price

• Product try on in person • Lack of digital innovation
• Retailing staff service in person • Inefficient in shopping convenience
• Entertainment • Shopping environment safety concern
Opportunities Threats
• The urge of shopping in the physical store after • The impact of COVID-19
lockdown • The booming development of online
• Utilise online and offline experience - retailer
omnichannel customer experience • The increasing of consumer online
• Optimise shopping process with technology shopping habit
Multisensory experience of physical store settings and the service of retailing staff are the key
strengths of offline shopping. After the long-term lockdown of pandemic in the UK, some of
the consumers are craving for shopping in the physical store. They miss the feeling of seeing
and trying products in person. Going shopping is also like an entertainment and social activity
that people haven’t enjoyed for a long time. For other consumers, they are more careful about
their re-entry and continuing to be cautious. Therefore, the brick-and-mortar retailers should
create a safe shopping environment to adapt to the new normal. The booming development of
online retailers and the change of consumer shopping habits during the pandemic will
accelerate the evolution of traditional retailers. Physical stores could increase digital innovation
and utilise online-offline experience to fulfil consumer needs.
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The competitive price and convenience are the advantages of online shopping, but for products
like cosmetics with multisensory attributes, cosmetic online retailers are difficult to fulfil
consumers’ needs on touch and smell experience. As said by Study 2, touch and smell
experience are crucial to consumers while evaluating products and making the purchase
decision. Furthermore, consumers value sales assistant’s help and service in person, as
cosmetics are products that need tutorial instruction. Therefore, most of the consumers do not
have the confidence to purchase a new cosmetic product that never try-on in person. There isn’t
enough information on the retailer website to support the evaluation of products. Even though
online retailers have competitive prices than offline, price-war won’t win consumer loyalty,
people will always seek for the best deal. The improvement of shopping experience and service
will gain consumer trust and increase positive post-purchase outcomes.
4.4 Chapter summary

To sum up the results of this research, sensory marketing has a significant influence on the
shopping experience in-store and could predict positive post-purchase outcomes. This research
identified 39 sensory marketing factors that are categorised in five sensory stimuli from both
physical store design and retailing staff service, which are ten stimuli in total. From the
cosmetic organisations’ perspective, they mainly invested in the Visual setting in the store and
overlooked other sensorial settings. However, according to consumers’ responses, the overall
multisensory experience is important, especially Touch and Smell experiences are crucial to
their cosmetic shopping. In addition, retailing staff and their service play a significant role in
consumer decision-making process, particularly to help with product evaluation and purchase
decision. Significantly, this research revealed the underlying relationship of ten sensory stimuli
by regrouping them and proposed the new in-store decision-making process model from a
sensory marketing perspective (Figure 4.35): Impression- Hospitality- Engagement.
Impression includes “Visual staff”, “Visual Store”, “Smell Store” and “Smell Staff”, which
will shape the impression of a brand and its product at the beginning. Hospitality includes
“Taste Staff”, “Taste Store” and “Sound Store”, which will provide a shopping environment
with hospitality. Engagement includes “Touch Store”, “Touch Staff” and “Sound Staff”, which
is the stage where consumers start engaging with the brand and its product and having
interactions. It’s worth noting that all sensory factors in the “Engagement” could significantly
predict the post-purchase outcome: Satisfaction of purchase, Willingness of revisit the store
and Willingness of repurchase the brand.
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Besides highlighted the top-ranking sensory marketing strategies for each stage of consumer
decision-making process, this research also identified sensory marketing factors that could
influence over 3 stages of decision-making process, which could be qualified as most efficient
and influential factors. Namely, physical design of store includes “Smart technology”, “Product
testers”, “Free sample/gift”, “Product scent”, “Complementary treatment”, “Special activity”,
“Makeup area” and “Makeup tools and tissues”; Service of retailing staff includes “Sales
assistant’s recommendation” “Sales assistant’s professional skill” and “Sales assistant’s
communication skill”. To further understand which factors could be considered as a group to
create better effects in each sensory setting, this research identified the underlying relationship
within them through exploratory factor analysis. Multisensory experience of physical store
settings and the service of retailing staff are the key strengths of offline shopping. Because of
the pandemic impact, consumers are more careful about their re-entry in the physical store and
continuing to be cautious. Try on product in-person remains crucial for cosmetics evaluation,
which is hardly replaced by online experience. Therefore, the brick-and-mortar retailers should
create a safe shopping environment and optimize the shopping experience to adapt to consumer
needs and play to its advantages.
These findings could be used to help cosmetic organisations to design a better store
environment with multisensory experience that could have positive influences on consumer
shopping behaviour. The results enable companies to evaluate their sensory marketing
strategies whether they are effective and sufficient to target each stage of consumer decision-
making process. Therefore, to achieve a better marketing performance and benefit the brand in
the long term.
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Chapter 5. Conclusion
This chapter concentrates on how the research findings and outcomes have fulfilled the
research aim and objectives:
The research aim:

Aim Findings and Outcomes
To investigate how sensory marketing influences the This research statistically verified the importance of sensory
consumer shopping experience in-store and expectantly marketing on consumer in-store shopping experience that
results in positive post-purchase outcomes. Not only could significantly predict positive post-purchase outcomes.
from an organisational viewpoint, why they design it and This research specified how organisations design store
how they use it; but also, from consumer perspective, environment with 39 sensory marketing strategies and
how they respond to it and what their needs are. collected consumer responses to identify the influential level
on their shopping behaviour.
The research objectives:

Objectives Findings and Outcomes
1.To adapt and extend the S-O-R model This research conducted an extensive review of the literature considering S-
to a new framework with hypotheses, O-R model and related research areas: Sensory marketing, Shopping
which can illustrate how sensory experience and Consumer behaviour. Adapted and extended the S-O-R
marketing influences shopping model to a new framework with a set of hypotheses: Sensory marketing –
experience in-store and post-purchase Shopping Experience in-store – Post-purchase outcomes. Sensory
outcome through literature review, marketing is further classified into 10 variables: Stimulus from physical
specifying multisensory stimuli from two store design (Visual Store, Smell Store, Sound Store, Touch Store and Taste
perspectives: objects (physical design of Store) and Stimulus from retailing staff service (Visual Staff, Smell Staff,
store) and people (service of retailing Sound Staff, Touch Staff and Taste Staff). Moreover, this research verified
staff). To test the research framework - Sensory marketing in overall has statistically important influence on
the adapted and extended S-O-R model: Shopping experience in-store, the latter means the same to Post-purchase
Sensory marketing(S) - Shopping outcomes. Sensory stimulations from the service of retailing staff have
experience in-store (O) - Post-purchase proved to play a crucial role on affecting consumers’ shopping experience.
outcomes (R) and hypotheses with target In addition, a creation of validated new models that developed through
consumers in the UK cosmetic context. exploratory factor analysis and multiple regression analysis. The 10 sensory
marketing variables loaded into 3 new components and generated into the
new sensory marketing decision-making process model: Impression –
Hospitality – Engagement, which significantly predict post-purchase
outcomes.
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2.To explore how cosmetic organisations This research identified 39 up-to-date sensory marketing strategies that has
design and implement up-to-date sensory been implemented by organisations to create an experiential shopping
marketing strategies and their purposes environment. They aim to influence the in-store part of consumer decision-
and expectations. making process: 1.1 Interest to walk to a brand counter – 1.2 Interest in a
product – 2. Evaluation of product – 3. Decision of purchase, four stages in
total. Ideally result in positive post-purchase outcomes: Satisfaction of
purchase; Willing to re-visit the store; Willing to re-purchase the brand.
3.To examine the impact of sensory This research specified the shopping experience in-store by four stages of
marketing strategies on consumer in- consumer decision-making process. The 39 sensory marketing strategies
store shopping experience through each have been evaluated by consumers and identified top 15 most influential
stage of the consumer decision-making ones that have significant impacts on their shopping behaviour. Contrary to
process, evaluate and identify most organisations’ investment focus on Visual, consumers care the Touch
influential sensory marketing strategies. experience the most. Moreover, a creation of the Sensory Marketing
Evaluation Tool to help organisation to evaluate, adjust and implement
strategies in the future. Also, this research investigated the consumer need
by segmentations – comparison studies between consumers with different
shopping orientation, shopping frequency, consumption level and age
group, to provide a deeper understanding of consumer preference and help
organisations tailor their sensory marketing strategies with target audiences.
4.To investigate consumer attitude on This research drawn a conclusion from consumers’ viewpoints on cosmetic
cosmetic in-store shopping compared to physical store shopping compared to online shopping - multisensory
online shopping and identify the experience in person and retailing staff service are the key strengths.
influence of pandemic on their cosmetic Sensory marketing factors remain positive to consumer shopping
shopping behaviour regarding to sensory experience in-store since the pandemic, however consumers highlighted
marketing experience preference. several hygiene safety and try-on convenience related factors that require
further improvement. Physical stores could increase digital innovation,
utilise online-offline experience and optimise shopping process to fulfil
consumer needs
All objectives have been achieved in this research, the following sections are dedicated to
summarising all research’s contributions - methodological contribution, theoretical
contribution and practical contributions will be discussed in turn. Additionally, an indication
of research limitations and suggestions for future research are addressed in the end.
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5.1. Methodological contribution
This research designed a Template table (Table 5.1) could be used as an analysis tool to
evaluate a company's current sensory marketing implementation and plan for further
improvement. In addition, this Template table could be also used as a survey tool to collect
consumer response.
Table 5.1 - The sensory marketing in-store evaluation tool
1.Interest 2.Evaluation 3.Decision Satisfaction Re-visit the Re-purchase the

of product of purchase of purchase store brand
1-1. 1-2.
Interest - Interest-
Counter Product
Visual Store
Visual Staff
Smell Store
Smell Staff
Sound Store
Sound Staff
Touch Store
Touch Staff
Taste Store
Taste Staff
5.2. Theoretical contribution

5.2.1. The application and adaption of consumer decision-making process
model
This research adapts the Fashion decision-making process as cosmetic products share the same
attribute, which is not a necessity, discretionary with affordable price (Solomon and Rabolt,
2009; Kenton, 2021). Decisions could be made under conditions of low involvement and
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response to environmental cues, such as when a consumer decides to buy a product on impulse
(or on impulse later) in a store (Dover, 2019; Djafarova and Bowes, 2020). This research
studies how to influence consumer decisions in-store, therefore, I adapt the three stages of the
fashion consumer decision-making process model (Figure 5.1) that mainly happen on-site,
which is Interest – Evaluation – Decision (Solomon and Rabolt, 2009).
Figure 5.1 - The in-store part of fashion decision-making process

(Solomon and Rabolt, 2009)
Based on the interview result of Study 1, cosmetic organisations categorised the Interest stage
of decision-making process in-store in a more detailed way, which included 1-1. Get interested
to walk to a brand counter and 1-2. Get interested in a product. As the interest of a brand counter
and specifically interest in a product is different. It’s important to further divide the Interest
stage into two parts. Thus, this study adapts Interest – Evaluation – Decision model to a four
stages decision-making process as Figure 5.2, that is suitable for cosmetic shopping procedures
in store.
Figure 5.2 - Cosmetic in-store decision-making process (Researcher’s own, 2020)
Moreover, all brands revealed their same ideal outcome in detail:

o Have a positive influence on the consumer decision-making process, the more stages
involved the better and provide an enjoyable shopping experience in store.
o The overall multisensory experience could have a positive influence on post-purchase
outcomes, which includes Satisfaction of purchase, Re-visit the store and Re-purchase
the brand.
Therefore, the post-purchase outcome of shopping cosmetic in-store has confirmed as Figure
5.3, including satisfaction of purchase, willingness to re-visit the store and willingness to re-
purchase the brand.
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Figure 5.3- Post-purchase outcomes of cosmetic shopping in-store
5.2.2. The application and adaption of S-O-R model in sensory marketing

for cosmetic shopping experience in physical store
The S-O-R model represents: Stimulus – Organism – Response (Mehrabian and Russell, 1974).
This research adapts the S-O-R model in sensory marketing of physical store as Figure 5.4:
Figure 5.4 - The adaption of S-O-R model for this research (Researcher’s own, 2020)
Sensory marketing strategies work as stimulations that influence consumer shopping

experience in store, which subsequently derives consumer post-purchase outcomes as
responses. This study investigated sensory marketing in detail, by exploring five sensations
from two perspectives: physical design in store and service of retailing staff. Thus, this research
proposes a framework as Figure 5.5:
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Figure 5.5 - The framework of this research (Researcher’s own, 2020)
The framework was tested through questionnaire surveys with 600 targeted consumers. A
summary of the influence of sensory marketing stimuli to shopping experience in-store (from
1=Very unimportant to 5 =Very important) is presented from high to low as Table 5.2:
Table 5.2 - The test result of the framework part 1
Hypotheses Sensory marketing factors Mean Mode Result
H1a Visual Store 3.88 4 Important
H4a Touch Store 3.87 4 Important
H2a Smell Store 3.85 4 Important
H4b Touch Staff 3.81 4 Important
H1b Visual Staff 3.81 4 Important
H2b Smell Staff 3.67 4 Important
H3b Sound Staff 3.59 4 Important
H3a Sound Store 3.21 3 Neither important nor unimportant
H5a Taste Store 2.95 3 Neither important nor unimportant
H5b Taste Staff 2.91 3 Neither important nor unimportant
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o Sensory stimuli from the retailing staff are proved to be important, which fills the
research gap as previous sensory marketing research didn’t consider retailing staff and
their service as sensory marketing cues.
o “Sound Store”, “Taste Store” and “Taste Staff” were categorised as “Neither important
nor unimportant”, which does not correspond with assumptions from the literature
review chapter. These three factors do not involve direct interaction with products, but
they will contribute to the shopping environment as hospitality, which is confirmed in
the later section.
o Overall, sensory marketing has an important influence on cosmetic targeted consumers’
shopping experience in-store.
o “Visual Store”, “Touch Store”, “Smell Store”, “Touch Staff” and “Visual Staff” are the
top five important sensory marketing stimuli.
A summary of the influence of shopping experience in-store to post-purchase outcomes

statistic result is presented from high to low as Table 5.3:
Table 5.3 -The test result of the framework part 2
Hypotheses Post-purchase outcomes Mean Mode Result
H6a Satisfaction 4.23 4 Important
H6b Re-visit the store 4.21 4 Important
H6c Re-purchase the brand 4.06 4 Important
o The overall multisensory shopping experience in-store has an important influence on

all post-purchase outcomes.
o Organisations need to provide an overall positive shopping experience, not only focus
on one or two sensory experiences, to satisfy consumers, make them willing to re-visit
in store and re-purchase the brand.
5.2.3. The new Sensory marketing decision-making process model for

cosmetic physical store shopping
As sensory stimulations may amplify one another when they are congruent in some way
(Krishna, 2013), the research identified which sensory marketing stimuli should be considered
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as a group component by conducting an exploratory factor analysis. According to the factor
loading result, three components are sorted by the Eigenvalue (Component 1 =3.71>
Component 2 =1.527> Component 3 =1.058), the order of three components is corresponding
with the consumer shopping process in-store. Therefore, a new sensory marketing decision-
making model is generated as Figure 5.6: Impression- Hospitality- Engagement.
Figure 5.6 - Sensory marketing decision-making process (Researcher’s own, 2020)
o The process starts with a consumer shopping in a store, the first impression is composed
of visual and smell stimulus, for example, the brand counter design and layout, the
aroma of the environment, the look and perfume of the retailing staff.
o Further hospitality could be created by playing trendy background music, serving some
drinks, or even having a professional cocktail mixologist in-store to provide a leisure
time. These three stimuli were considered as “Neither important nor unimportant”, but
they could contribute as hospitality to the shopping environment.
o Engagement moment is when the consumer directly interacts with the brand, by trying
on the product with the assistance of the retailing staff, such as, having makeup/ facial/
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massage treatment to feel the product, communicating with personal needs and then
getting some recommendations.
In summary, these three stages are the in-store part decision-making process from a new
sensory marketing perspective. This model provides theoretical support to organisations when
they design and implement their store environment and staff service with multisensory
dimension. Such as which sensory stimuli need to be considered as a group, so that they could
emphasize their influence on a specific stage of the consumer decision-making process.
5.2.4. The new framework of Sensory marketing predicts Post-purchase

outcomes
A multiple regression analysis was conducted to analyze if the independent variables of sensory
marketing could predict each dependent variable of post-purchase outcomes, therefore, a
framework sensory marketing predicts is presented as Figure 5.7.
Figure 5.7 - The framework of Sensory marketing predicts Post-purchase outcomes

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The multiple regression analysis result in the UK cosmetic market is summarised as Table 5.4.
The sensory marketing stimuli highlighted in red can significantly predict each post-purchase
outcome. As these independent variables of sensory marketing increase, the post-purchase
outcome of Satisfaction tends to increase.
Table 5.4 - The multiple regression analysis result
Model Sensory marketing stimuli Post-purchase outcome
1-1 Impression Visual Store, Visual Staff
Satisfaction of purchase
1-2 Hospitality Taste Store
1-3 Engagement Touch Store, Touch Staff, Sound Staff
2-1 Impression Visual Store, Visual Staff, Smell Store

Willing to re-visit the store
2-2 Hospitality Taste Store, Sound Store
3-1 Impression Visual Store, Visual Staff, Smell Staff
Willing to re-purchase the brand

3-2 Hospitality Taste Store, Sound Store
o Sensory marketing stimuli from the retailing staff including “Visual Staff”, “Sound
Staff”, “Touch Staff” and “Smell Staff” can significantly predict post-purchase
outcomes. Especially, the visual, touch and sound experience from retailing staff and
their service can influence all three post-purchase outcomes. This proves again that the
research gap of studying retailing staff as sensory marketing cues is an important
contribution.
o The Engagement stage including “Touch Store”, “Touch Staff” and “Sound Staff” is
the most important experience as all sensory marketing stimuli can significantly predict
all three post-purchase outcomes.
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o Sensory marketing stimuli in the Hospitality stage including “Taste Store”, “Taste Staff”
and “Sound Store” are considered as “Neither important nor unimportant”. But the
multiple regression analysis proved that “Taste Store” and “Sound Store” can
significantly predict post-purchase outcomes. Therefore, they can contribute to the
shopping environment as hospitality elements.
o Besides sensory stimuli in the Engagement stage, visual stimuli including “Visual Store”
and “Visual Staff” can also significantly predict all three post-purchase outcomes.
5.2.5. The finding of Sensory marketing factors of physical store in

cosmetic industry
The finding of sensory marketing factors in the cosmetic industry provides up-to-date
information to the industry and supplements the shortage of academic studies.
• The cosmetic organisation implementation of sensory marketing strategies

According to the overall research result that organisations invested Visual marketing strategy
the most. However, they overlooked other sensory experiences that consumers care about,
Touch, Smell, Sound and Taste.
• The Exploratory Factor Analysis of sensory marketing factors in-store

Study 2 transferred the dichotomous response to 5 Likert scale and conducted an exploratory
factor analysis for five senses, which indicates potential relationship between factors within the
same sensory category. The result identifies which factors should be considered as a group and
coordinate with each other.
All five sensory marketing categories with new factor groups are summarised as Figure 5.8:
o Visual In-store: Promotion-Counter-Branding
o Smell In-store: Ambient-Personal
o Sound In-store: Environment-Interaction
o Touch In-store: Tactility
o Taste In-store: Gustation
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Figure 5.8 - Cosmetic in-store sensory marketing factors (Researcher’s own, 2020)
In conclusion, according to the factor loading result, there are three VISUAL components
loaded.
o The Promotion component represents visual marketing strategies that relate to
promotion purposes, including “LED screens, Picture Advertisement, Smart
technology, Product display, Special activity, Customise product, Lighting, Makeup
area design”. This result suggests that when apply promotion related visual strategies,
organisation need to coordinate all these 8 elements to enhance the effect.
o The Counter component represents visual marketing strategies that relate to the
physical store counter environment, including “Cleanliness of counter, Counter design”.
This result indicates that organisation should not only focus on designing a beautiful
counter, but also need to keep it as clean as possible.
o The Branding component represents visual marketing strategies that relate to the
branding purpose, including “Sales assistant uniform, Sales assistant makeup, Package
and gift wrapping”. This result suggests that when create a brand image in-store, the
sales assistant’s appearance and product packages need to be considered together, such
as use the brand signature colour and match with the brand image.
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There are two SOUND components loaded.
o The Environment component represents sound marketing strategies that related to the
store environment, including “Background music, Individual music player at a brand
counter, Live DJ in store, Multi language service support, Sale assistant voice”. This
result indicates that not only the store music creates the auditory environment, but also
the retailing staff’s voice and language.
o The Interaction component represents sound marketing strategies that related to the
direct interaction with the customers, including “Sales assistant communication skill,
Sales assistant recommendation, Sales assistant greeting”. This result suggests that the
sound service from the retailing staff plays an important sensory marketing role in
interacting with customers.
There are two SMELL components loaded.
o The Ambient component represents smell marketing strategies that related to the
physical store ambient scent, including “Product scent, spray perfume around the
counter, Spray perfume on the package”. This result indicates that the scent of products
and fragrances create the brand ambient olfactory impression.
o The Personal component represents smell marketing strategies that related to the
retailing staff personal scent, including “Body odour of sales assistant, Breath of sale
assistant, Sale assistant wears perfume”. This result suggests that the personal scent of
the retailing staff play an important role in the overall smell experience.
There is one TOUCH component loaded.
o The Tactility component represents touch marketing strategies that related to the overall
tactility experience in store, including “Sale assistant professional skill, Makeup tools
and tissues, Complementary treatment, Free sample gift, Product testers, Sale assistant
personal hygiene, Product texture, The degree of crowdedness”. This result suggests
that all 8 touch elements create the tactility experience together, both touch stimuli from
the physical store and touch stimuli from the retailing staff should be coordinated with
each other.
There is one TASTE component loaded.
o The Gustation component represents taste marketing strategies that related to the
gustation experience in store, including “Serve drink, Have a bartender, Serve food,
The taste of lip product”. This result indicates that all 4 taste sensory stimuli provide
the overall taste experience.
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• Sensory marketing in-store influence shopping experience through decision-making
process
According to the questionnaire survey result, sensory marketing in-store has an important
influence on consumer shopping experience through the decision-making process in-store.
Therefore, this research links the relationship between Sensory marketing in-store and the
adapted consumer In-store decision-making process model as Figure 5.9.
Figure 5.9 - Sensory marketing in-store influence shopping experience through decision-
making process (Researcher’s own, 2020)
5.3. Practical contribution
5.3.1. Benefits for cosmetic physical store retailers

• The Top 15 influential sensory marketing strategies have high impact on consumer
decision-making process
Based on the questionnaire survey result of Study 2, a summary of top 15 ranking sensory
marketing strategies has important influences on the decision-making process are summarised
as Table 5.5:
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Table 5.5 - Top 15 influential sensory marketing strategies
Sensory marketing influences Consumer decision-making process in-store
Top 1-1. Walk to a brand 1-2. Interest in a 2.Help with evaluating a 3.Help with making
counter product product purchase decision
1 Counter design Product display Product testers Free sample/ gift
2 Sales assistant Product testers Makeup tools and tissues Sales assistant's
greeting recommendation
3 Cleanliness of Picture Advertisement Product texture Complementary

counter treatment
4 Lighting Product scent Sales assistant's Product testers

recommendation
5 The degree of Spray perfume around Free sample/ gift Sales assistant
crowdedness the counter professional skill
6 Spray perfume Free sample / gift Sales assistant Product scent

around the counter professional skill
7 Product display Counter design Product scent Product texture
8 Sales assistant's Sales assistant's Makeup area Sales assistant's

communication skill recommendation communication skill
9 Free sample/ gift Sales assistant's Special activity Smart technology

communication skill
10 Sales assistant Special activity Complementary Makeup tools and

personal hygiene treatment tissues
11 Picture Complementary Smart technology Special activity

Advertisement treatment
12 Background music Makeup tools and Sales assistant's Sales assistant personal
in store tissues communication skill hygiene
13 Complementary Smart technology The taste of lip product Makeup area

treatment
14 Makeup area Sales assistant Product display The taste of lip product
professional skill
15 Product testers LED screens play Spray perfume on the Body odour of sales
Advertisement film package assistant
1. “Touch” experience is the most influential sensory marketing element for cosmetic
shopping experience, which is different from the organisation’s strategy - invest the
most on “Visual”.
2. Sensory marketing strategies that could influence multiple stages of decision-making:
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Physical store design - “Smart technology”, “Product testers”, “Free sample/gift”,
“Product scent”, “Complementary treatment”, “Special activity”, “Makeup area” and
“Makeup tools and tissues”.
Retailing staff service - “Sales assistant’s recommendation” “Sales assistant's
professional skill” and “Sales assistant's communication skill”.
• The influence of pandemic on consumer cosmetic shopping behaviour

1. Shop cosmetics online during the pandemic
o Search for the best deal (promotion)
o Repurchase regular products
o Rarely buy products without trying
o Purchase fewer cosmetic products during the pandemic
2. Willing to shop cosmetics in the physical store post-pandemic:

o Enjoy the experience of shopping in-store
o Need to try on products before purchasing
o Care about multisensory experiences
o Retailing staff assistance
• Consumers’ concerns, current problems on sensory marketing factors and

suggestions for improvement
Consumers’ opinions on post-pandemic cosmetic in-store shopping (Table 5.6), including
sensory marketing factors that have concerns, what current problems of the physical store are
and their suggestions to cosmetic organisations for improvement.
o Concerns and current problems of shopping cosmetics in the physical store post
pandemic are mainly about safety and sanitation.
o Provide a safe and convenient shopping environment is important.
o Overcome issues about products try-on since the touch experience is one of the main
advantages of the cosmetic offline shopping.
o Suggestions like traffic control, use disposable tools and samples, create safe makeup
areas, staff sanitation and use smart technology as supports.
285
Table 5.6 - Cosmetic in-store shopping post-pandemic
Cosmetic in-store shopping (post-pandemic) consumer interview report
In-store Sensory Current problems Suggestions for improvement

marketing factors
with Concerns
Physical Store setting • Counter • Shopping • Traffic control - keep customers shopping
cleanliness environment with a safe distance
• Product tester sanitation and safety • Prepare enough samples as testers
• Makeup area • Difficult to try on • Clean and sanitise products in front of
• Makeup tools products with mask customers
• Free samples • Lack of digital • Disposable makeup tools
• Smart technology experience • Create a safe makeup area for customers,
• Not easy to locate sanitise after every customer used
or compare products • Increase connection between online and
offline
• Increase smart technology like Magic
mirror amount – virtual try on makeup
Retailing staff service • Sale assistant • Staff sanitation • SA wear face covering
personal hygiene • Close contact • Sanitise hands before serving
• The pros and cons of cosmetic physical store shopping compared to online
shopping
The result highlights the current situation under the pandemic impact, including strengths,
weaknesses, opportunities, and threats of cosmetic retailers. The post-pandemic SWOT
analysis report of cosmetic physical stores is presented as Table 5.7:
Table 5.7 - The SWOT analysis of cosmetic physical store post-pandemic
Strengths Weaknesses
• Multisensory experience of store environment • Less competitive price

• Product try on in person • Lack of digital innovation
• Retailing staff service in person • Inefficient in shopping convenience
• Entertainment • Shopping environment safety concern
Opportunities Threats
• The urge of shopping in the physical store after • The impact of COVID-19
lockdown • The booming development of online
• Utilise online and offline experience - retailer
omnichannel customer experience • The increasing of consumer online
• Optimise shopping process with technology shopping habit
286
o Multisensory experience of physical store settings and the service of retailing staff are
the key strengths of offline shopping.
o The brick-and-mortar retailers should create a safe and convenient shopping
environment to adapt to the new normal.
o Physical stores could increase digital innovation, utilise online-offline experience and
optimise shopping process to fulfil consumer needs.
5.3.2. The group comparison study of targeted consumers

A detailed insight of consumer preference will help companies understand their targeted
consumer needs and then tailor their sensory marketing strategies to achieve desired outcomes.
5.3.2.1. Shopping orientation: Hedonic and Utilitarian

• Consumers with Hedonic shopping orientation consider the “Touch Store”- touch
experience setting in the physical store is the most important sensory experience.
• Consumers who care more about Utilitarian purpose think “Visual Store”- visual design
setting in the physical store is the most important aspect.
• Overall, sensory marketing has a more important influence on the Hedonic consumer’s
shopping experience in general.
• According to the Independent Samples T test analysis result, two groups share no
significant difference in “Sound Staff”, “Visual Store”, “Visual Staff” and “Smell Store”.
• There are six sensory marketing factors that have a significant difference of influence
between two groups: “Touch Store”, “Taste Store”, “Touch Staff”, “Taste Staff”, “Smell
Staff” and “Sound Store”, which are significantly more important to Hedonic consumers.
Table 5.8 - The comparison of shopping orientation
Sensory marketing Shopping Orientation
Hedonic Utilitarian
Visual Store 3.90 3.86
Visual Staff 3.84 3.77
Smell Store 3.91 3.79
Smell Staff 3.77 3.58
287
Sound Staff 3.67 3.51
Touch Store 3.94 3.80
Touch Staff 3.92 3.70
Taste Store 3.21 2.69
Taste Staff 3.21 2.62
5.3.2.2. Cosmetic Consumption level: 0 - £199 and £200+

• To consumers that spend £200 and more on their daily beauty routine, the most important
sensory marketing factor is “Touch Store”.
• To consumers with lower consumption levels on cosmetic products, the most important
sensory marketing factor is “Visual Store”.
• The consumer with Higher consumption level has a higher score than the consumer with
Lower consumption level in all ten sensory marketing factors
• According to the Independent Sample T test result, there are six factors that do not have a
significant difference between two groups: “Taste Staff”, “Visual Store”, “Visual Staff”,
“Sound Store”, “Smell Store” and “Smell Staff”.
• There are four sensory marketing factors that have a significant difference of influence
between two groups: “Taste Store”, “Touch Staff”, “Touch Store” and “Sound Staff”,
which are significantly more important to consumers with high spending in cosmetics.
Table 5.9 - The comparison of cosmetic consumption level
Sensory marketing Consumption Level- Cosmetic
0-£199 £200+
Visual Store 3.85 3.90
Visual Staff 3.75 3.86
Smell Store 3.79 3.91
Smell Staff 3.62 3.73
Sound Staff 3.39 3.79
Touch Store 3.75 3.99
Touch Staff 3.68 3.93
288
Taste Store 2.83 3.06
Taste Staff 2.82 3.00
5.3.2.3. Shopping Frequency: Once a month/ Twice a month or shorter/ Once

every 3 months or longer
• The most important sensory marketing factor for consumers is that shopping once a month
and consumers shopping twice a month or shorter are the same, which is “Visual Store”.
• The consumers with less often shopping frequency think the “Touch Staff” is the most
important sensory experience to them.
• Sensory marketing factors are more important to consumers with higher shopping
frequency, which is twice a month or shorter in general.
• According to the One-way ANOVA test result, the comparison between consumers with
different cosmetics shopping frequency in-store is summarised as Table 5.10:
Table 5.10 - The comparison of cosmetics shopping frequency

Visual Staff Have a significant difference More often > Less often
Touch Staff Have a significant difference More often > Standard
Taste Store Have a significant difference More often > Less often
important to consumers with More often shopping frequency that shop cosmetics twice a month
or shorter. Specifically, they care about the Visual Staff (i.e. sales assistants’ makeup and
uniform), Touch Staff (i.e. makeup/ facial/ massage treatment) and Taste Store (i.e. serve
drinks).
289
5.3.2.4. Age groups: Young (18-30)/ Middle (31-40)/ Mature (41+)
• The most important sensory marketing factor is different between three different age
groups.
• The young consumers care about “Touch Store” the most.
• The middle consumers care about “Smell Store” the most.
• The mature consumers care about the “Visual Store” and “Visual Staff” the most.
• Sensory marketing factors have a higher influence on the middle age group in general.
• According to the One-way ANOVA test result, the comparison result between consumers
in different age groups is summarised as Table 5.11:
Table 5.11 - The comparison of age groups

Touch Staff No significant difference
Taste Store Have a significant difference Middle age >Mature age
Taste Staff Have a significant difference Middle age >Mature age
important to middle age consumers who are 31 - 40 years old. Specifically, they care about the
Taste Store (i.e. serve drinks) and Taste Staff (i.e. have a bartender make fresh cocktails in
store) than consumers who are above 41 years old. Besides taste experience, consumers in
different age groups do not have significant differences in the opinion of other sensory stimuli
- visual, smell, sound and touch. This is not corresponded with the result from literature review
chapter (Xu and Cliquet, 2013; Eze and Bello, 2016；Jeong, Im and Kim, et al. 2017, Baptista,
2020).
290
5.3.2.5. Crosstabulation of consumer characteristics
Table 5.12 - The crosstabulation result
Crosstabulation Shopping Consumption Shopping Frequency

Orientation Level
Hedonic Utilitarian 0- £200+ Less Once More Total

£199 Often a Often
month
Young Count 133 113 123 123 59 87 100 246

Consumer
(18-30) % within Age 54.1% 45.9% 50.0% 50.0% 24% 35.4% 40.7% 100%
group (246)
% of Total 22.2% 18.8% 20.5% 20.5% 9.8% 14.5% 16.7% 41%

response (600)
Middle Count 109 92 98 103 39 99 63 201

Consumer
(31-40) % within Age 54.2% 45.8% 48.8% 51.2% 19.4% 49.3% 31.3% 100%
group (201)
% of Total 18.2% 15.3% 16.3% 17.2% 6.5% 16.5% 10.5% 33.5%

response (600)
Mature Count 56 97 79 74 60 59 34 153

Consumer
(41+) % within Age 36.6% 63.4% 51.6% 48.4% 39.2% 38.6% 22. 100%
group (153) 2%
% of Total 9.3% 16.2% 13.2% 12.3% 10.0% 9.8% 5.7% 25.5%

response (600)
Combined with crosstabulation analysis results: Young consumers have most of the hedonic
orientation, spend relatively even on cosmetics, and shop more often for cosmetics in store.
Middle consumers have most of the hedonic orientation as well, but they have a relatively
higher consumption level, and standard shopping frequency for cosmetics, which is once a
month. Mature consumers have most of the utilitarian orientation, they care more about
efficient and practical experience and spend relatively lower on cosmetics, meanwhile, their
shopping frequency is less often than Middle and Young consumers.
291
5.4. Limitations and suggested future research
5.4.1. Limitations
5.4.1.1. Implementation of data collection method
This research used convenient sampling for Study 1 – Semi-structured interview with
organisations, even though all participant cosmetic brands are in accord with the research
context, which is a luxury cosmetic brand that has physical store operation in the UK market,
but they were selected by accessibility and availability. Therefore, there is a limitation of data
collection methods. For Study 2 – Questionnaire survey with consumers, this research chose a
professional data collection agency Qualtrics to help with questionnaire distribution. The target
participant is female consumers with luxury cosmetic physical store shopping experience in
the UK. According to the IP address of responses, most questionnaires was mainly distributed
in the UK to domestic consumers. However, there is a large number of tourist and international
workers/students in the UK who could be qualified as target consumers. Therefore, there is a
limitation of implementation of data collection. For Study 3- Interview with consumers, this
study invited 12 participants who belong to the same criteria as the Study 2, and who also have
cosmetic online shopping experience since pandemic lockdown 2020. Participants were
selected by accessibility and their availability, thus, there is a limitation of implementation.
5.4.1.2. Sample size

The sample size of Study 1 – Semi-structure interview with organisations is 10 cosmetic brands.
The data started saturating at the 6-participant brand with no new sensory marketing strategies
generated, then this study conducted 4 more interviews to confirm data saturation. However,
because the sampling method is based on accessibility, the sample size may have a limitation
on the saturation result. There are 600 valid responses of study 2 – Questionnaire survey with
consumers. But Qualtrics user base has a limitation, which may affect the proportion of
consumer segmentation like consumption level and shopping frequency. Study 3 interviewed
12 consumers. Even though the data started saturated at the 8 participants, and this study
th
conducted four more interviews to confirm saturation, there is still a limitation with sample
size.
292
5.4.1.3. Lack of previous studies in the research area
The application of sensory marketing in the cosmetic industry is abundant and active, however,
the academic studies of sensory marketing for cosmetic industry and cosmetic shopping
experience are relatively fewer and lack up-to-date information.
5.4.2. Suggested future research

• Sensory marketing for cosmetic online shopping - cosmetic online retailers are seeking
suggestions to improve their sensory limitation, what information and support of visual
and sound stimuli could help consumers with their decision-making process.
• Male cosmetic consumers – the market of cosmetics for men is rising, especially for the
Millennium, male consumers deserve more attention in both the cosmetic industry and
academic research.
• Test the framework in different contexts and do a comparison analysis of sensory
experience preference between consumers from different countries – consumers with
different cultural backgrounds will have different taste in five senses.
• Smart technology for cosmetic shopping – For example, use magic mirror try on makeup,
skin test machine, foundation shade customisation machine, AR try on for online shopping
and so on. Smart technology for cosmetic shopping is still at the early stage and will need
future studies to provide more up-to-date information.
293
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Appendix
• Participant Information Sheet
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319
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• Informed consent form
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• Questionnaire Sample
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• Interview instruments
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332

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HOW SENSORY MARKETING INFLUENCES

CONSUMER SHOPPING EXPERIENCE IN-

A thesis submitted to the University of Manchester for the degree

I would also like to extend my deepest gratitude to my family and friends.

1.1. The thesis structure overview

1.2. Research context

1.2.1. Cosmetic products

1.2.2. Cosmetic industry

1.2.3. Female cosmetic market

1.2.4. Cosmetic market in the UK

1.3. Research aim

1.4. Research objectives

1.5. Originality and value

1.5.1. Fill research gaps

• Gaps in Sensory marketing research

1.5.2. Theoretical value

1.5.3. Practical value

1.6 Chapter summary

2.1. Sensory Marketing

2.1.1. Sensory Marketing In-store

• Physical Store Design

• Retailing Staff Service

2.1.1.1.1. Visual elements：Physical store design

Image 2.1 – Jo Malone visual merchandising design in Selfridges London store

Figure 2.1 - Visual Store influences Shopping Experience in-store

2.1.1.1.2. Visual elements：Retailing staff service

Figure 2.2 - Visual Staff influences Shopping Experience in-store

2.1.1.2.1. Smell elements：Physical store design

Image 2.5 – The Michael Edwards Fragrance Wheel (Edwards, 2016)

2.1.1.2.2. Smell elements：Retailing staff service

2.1.1.3.1. Sound elements：Physical store design

Figure 2.5 - Sound Store influences Shopping Experience in-store

2.1.1.3.2. Sound elements：Retailing staff service

2.1.1.4.1. Touch elements：Physical store design

Figure 2.7 - Touch Store influences Shopping Experience in-store

Figure 2.8 - Touch Staff influences Shopping Experience in-store

2.1.1.5.1. Taste elements: Physical store design

Figure 2.10 - Taste Staff influences Shopping Experience in-store

2.1.2. Conclusion of sensory marketing

2.2. Shopping Experience

2.2.1. Brand Experience

Cosmetic brands have moved from a product-based model to an experience-based model, as

2.2.2. Customer Experience

2.2.3. Sensory Experience

Pre-purchase experience includes developing awareness and expectations of a product or a

2.3. Consumer Behaviour

2.3.1. Traditional consumer decision-making process

Figure 2.13 – Traditional consumer decision-making process

Figure 2.14 - Identifying alternatives (Solomon and Rabolt, 2009)

2.3.2. Fashion-targeted consumer decision-making process

Therefore, the sequence of stages in fashion decision-making is different from a traditional

Figure 2.15 - Stages in Fashion and Traditional Decision Making

2.3.3.1. Impulsive buying behaviour

2.3.4.2. Consumption level

2.3.4.4. Age group

2.3.4. Post-purchase Outcome: Consumer Satisfaction and Consumer

2.3.4.1. Consumer Satisfaction

Figure 2.17- Consumer expressions of brand loyalty (Guttmann, 2018)

2.3.4.2.1. Re-visit the store and Re-purchase the brand