HOW SENSORY MARKETING AFFECTS

CONSUMER BUYING BEHAVIOR

MINI RESEARCH PROJECT

GROUP MEMBERS
INTRODUCTION
• Sensory marketing instruments use the product and surroundings,
in which it is presented, effectively, to such an extent that
customer’s senses are activated and participate in creating the
perception and attitudes towards the product.
• The effectiveness of the sensory marketing instruments increases
when consumer with active senses which are used when buying
products.
• Sensory marketing influences the buyers’ behavior on the market,
making the purchasing process more interesting and creating
positive and long-lasting relations between the customer and the
product or brand or a customer with a shopping venue.
LITERATURE REVIEW
DEPENDENT VARIABLE
Consumer buying behavior

INDENPENDENT VARIABLE
1. Sight
2. Smell
3. Sound
4. Touch
5. Taste
PROBLEM STATEMENT
• Today sensory marketing was distinguished from mass and relationship
marketing by having its origin in the five human senses( SIGHT SMELL,
SOUND, TASTE, and TOUCH)

• The human senses have long been ignored in marketing, despite the
awareness of their great significance.

• The principal focus of the research is to present the influence of the sensory
marketing tools on consumer’s buying behavior. How the human five
senses affects consumer buying decision
CONCEPTUAL FRAMEWORK
SIGHT

• CONSUMER
SMELL BUYING
BEHAVIOR

SOUND

TOUCH

TASTE
METHODOLOGY
• RESEARCH APPROACH
Quantitative approach

• RESEARCH DESIGN
Cross sectional design

• INSTRUMENT AND SAMPLING

Respondents are from PAK-KIET city campus karachi
384 questionnaires

• Data analysis
Smart-PLS software in our research
DATA ANALYSIS
BOOTSTRAPPING
RESULTS
• The research indicated by 70%, and a quarter considers sight as a
decisive sense in consumers’ behavior on the market.
• The people surveyed also use the sense of taste when judging of
products. 38% of people indicate this sense as important.
• According to 35% of the respondents, smell is also very
important.
• The people surveyed also use the sense of touch is also used to
confirm the quality of products. 18% of people indicate this
sense as important.
• the sense of hearing is not used when making a purchasing
decision of product although they indicate music is an important
factor in creating the attractive atmosphere of the place.
LIMITATIONS
1. Although the findings provide meaningful information for
consumer buying behavior research, this study is not without
limitations
2. The nature of sampling unit under PAF-KIET were examined
3. The use of cross-sectional data in a single group also limits
some of it conclusion obtained.
4. The study can be strengthened by increasing the sample size
and including participants in other geographical areas .
5. With an increased sample size, a more detailed results can
come.