THE IMPACT OF SENSORY MARKETING ON CONSUMER PURCHASING PATTERNS IN FOOD OUTLETS IN MOROCCO

Yıl 2022, Cilt: 3 Sayı: 4, 118 - 129, 30.12.2022

Soukaina Zahri Figen Yıldırım

https://doi.org/10.5281/zenodo.7496959

Öz

This study aims to examine the effect of sensory marketing on customer buying decisions, customer patronage, customer satisfaction and customer loyalty in the context of Food Outlets in Morocco. 588 regular customers of 2 famous food outlets in Morocco KFC and Mcdonalds were used as respondent, and a well-structured questionnaire was used to get the answers from the respondents. The five study-proposed hypotheses were tested for significance using multiple regression. The results show that sensory marketing influences the consumer purchasing patterns significantly, and has a positive effect on customer patronage, consumer positive decision making, consumer satisfaction and customer loyalty. Based on these results, it is recommended that marketing efforts and campaigns by food outlets should focus on appealing to all of their customers’ senses to maximize the brand image, profits and customer loyalty.

Anahtar Kelimeler

Sensory Marketing, Consumer Patronage, Customer Loyalty, Customer Satisfaction

DUYUSAL PAZARLAMANIN TÜKETİCİ ÜZERİNDEKİ ETKİSİ FAS'TAKİ GIDA MAĞAZALARINDA SATIN ALMA ALIŞKANLIĞI

Öz

Bu çalışma, duyusal pazarlamanın müşteri satın alma kararları, müşteri himayesi, müşteri memnuniyeti ve müşteri sadakati üzerindeki etkisini Fas'taki Yiyecek Satış Noktaları bağlamında incelemeyi amaçlamaktadır. Fas'taki 2 ünlü gıda satış noktasının KFC ve Mcdonalds 588 düzenli müşterisi yanıtlayıcı olarak kullanıldı ve yanıtlayanlardan yanıt almak için iyi yapılandırılmış bir anket kullanıldı. Çalışma tarafından önerilen beş hipotez, çoklu regresyon kullanılarak anlamlılık açısından test edildi. Sonuçlar, duyusal pazarlamanın tüketici satın alma modellerini önemli ölçüde etkilediğini ve müşteri himayesi, tüketicinin olumlu karar vermesi, tüketici memnuniyeti ve müşteri sadakati üzerinde olumlu bir etkiye sahip olduğunu göstermektedir. Bu sonuçlara dayanarak, gıda satış noktalarının pazarlama çabalarının ve kampanyalarının, marka imajını, karlarını ve müşteri sadakatini en üst düzeye çıkarmak için müşterilerinin tüm duyularına hitap etmeye odaklanması önerilir.

Anahtar Kelimeler

Duyusal Pazarlamanın, Tüketici Patronajı, Müşteri Sadakati, Müşteri Memnuniyeti

Kaynakça

• Anvar, M. 2016 . The Effect Of Multi-Sensory Branding On Purchase Intention At Coffee Shops In South Africa Master’s thesis, University of Witwatersrand, South Africa . Retrieved from http://hdl.handle.net/10539/22125/ SouthAfrica.
• Chaiyasoonthorn, W., &Suksa-ngiam, W. 2011 . Factors influencing store patronage: A study of modern retailers in Bangkok Thailand.International Journal of Trade, Economics and Finance, 2 6 , 520-525
• Costa M. F.‚ Patricia‚ Z. Natasha‚ R. Jessica‚ A and Maria‚ G.V.‚ 2012 . Sensory marketing: consumption experience of the Brazilian in the restaurant industry. International Journal of Business Strategy‚ 12 4 , 165-171.
• Enquist, C. 2017 . From consumers to people. Sensory Experience Design. [Online] Available: http://www.sensorydesign.com [August, 2017].
• Esmailpour, H; Zakipour, M. 2016 . The Sensory Stimuli Model; Engage with the Consumer Senses for Brand Distinguishes. Journal of Management Sciences. 2 4 , 212-218.
• GilaniNia, S H. 2010 .Introduction to Industrial Marketing 2th Ed . Iran, Rasht: Kadvsan.
• Giridhar, K.V. 2012 . Effects of Celebrity Endorsement on consumer purchasing pattern and branding of a brand: Journal of Business and Management. 2 7 , 92-102.
• Harrop, S., 2007. ”What role can sensory branding play in online marketing?”. 4 June 2007 available at :http://econsultancy.com/uk/blog/1292-what-role-can-sensory-branding- play-in-online-marketing.
• Hsiao, C--‐ C., Yen, H. J. R., Li, E. Y. 2012. Exploring consumer value of multi--‐ channel shopping: a p
• Hulten,B.,Broweus,N.& VanDijk,M. 2008 ,Sinners Marknadsforing.Malmo:LiberAB. Kotler, P. & Keller, K. L. 2006 .Marketing management 12th ed. India, Delhi: Prentice Hall.
• Krishna A, Cian L., & Sokolova T., 2016 The Power of Sensory Marketing in Advertising Current Opinion in Psychology, 10:142–147
• Krishna A., 2016 . A commentary on ‘The sense in Anthropological and Marketing Research: Investigating a Consumer-Brand Ritual Holistically. Journal of Business Anthropology, 4 1 , 31-35. Latasha, Tooraiven, Monishan, Randhir, 2016
• Lindstrom M. and Kotler P.‚ 2005 . Brand sense builds powerful brands through touch, taste, smell, sight, and sound. New York, Free Press.
• Lindstrom, M., 2005 . ” Brand Sense: Build Powerful Brands through touch, taste, smell, sight and sound ”. New York, Free Press
• Mehrabian, A., & Russell, J. A. 1974 . An approach to environmental psychology. Cambrige, MA: MIT Press
• Mehrnaz S., Houshang M,Kambiz H., 2014 . Sensory Marketing And Consumer Purchasing pattern, Advanced Social Humanities and Management 2 4 , 100-104
• Meyers-Levy J., Bublitz M.G., & Peracchio L.A., 2010 , “The Sounds of the Marketplace,” In A. Krishna Ed. , Sensory Marketing: Research on the Sensuality ofProducts, New York: Routledge, 137- 56.
• Mojtaba S., & Shahram M. D., 2014 . Towards The Sensory Marketing: Stimulating the Five Senses Sight, Hearing, Smell, Touch and Taste and Its Impact on Consumer Behavior. Indian Journal of Fundamental and Applied Life Sciences, 4 S1 April-June, 573-581
• Rupini R.V., & Nandagopal R., 2015 . A Study on the Influence of Senses and the Effectiveness of Sensory Branding. Journal of Psychiatry, 18 2
• Wu, S. I. 2003 , The relationship between consumer characteristics and attitude toward online shopping, Marketing Intelligence & Planning, 21 1 , 37-44.
• Yakup, D. Mucahit, C. &Reyhan, O. 2011 . The impact of cultural factors on the consumer purchasing pattern examined through an empirical study. International Journal of Business and Social Science, 2 5 , 71-82.