Employ sensory marketing as a tool to stimulate buying behavior And its relationship to brand loyalty A field study on international fast food restaurants clients in Egypt

Document Type : Original Article

Author

Associate Professor of Public Relations and Advertising - Beni Suef University

Abstract


The study aimed to evaluate the effectiveness of sensory marketing strategies at fast- food restaurants on purchasing behavior and brand loyalty. By defining the dimensions of the use of sensory marketing (visual, olfactory, auditory, tactile and taste) in restaurants. And the role of sensory marketing in making the purchasing behavior decision.
The study was conducted on a sample of (400) from the Egyptian public, it was applied from 4 October 2020 to 16 December 2020.
The result shows that consumers' preference for taste marketing was evident, followed by visual, tactile, olfactory, and auditory marketing. The validity of the study hypotheses was supported by the existence of a statistically significant correlation between the dimensions of sensory marketing and the stimulation of consumer buying behavior and loyalty to fast food restaurants

Keywords

Main Subjects

References

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