IMPACT OF SENSORY CUES ON CUSTOMER’S BUYING BEHAVIOR IN MULTICUISINE RESTAURANTS AND CAFÉS IN DELHI/NCR
Abstract
In today's competitive food and beverage segment, businesses are constantly seeking innovative strategies to differentiate themselves from competitors. A key trend in this segment is sensory marketing, which engages all five senses—sound, smell, touch, sight, and taste—to influence customer's emotions, perceptions, and purchasing decisions. This approach has the potential to form a deep connection with customers, influencing their hearts, minds, and wallets. The goal of this study is to look into how sensory cues influence customer buying behavior in restaurants and cafes in the Delhi/NCR area. To achieve this aim, a quantitative approach was employed; involving a sample of 500 customers who frequently visit restaurants and cafes in the region. Convenience sampling was used to select participants. Data was collected through a well-structured questionnaire and analyzed using descriptive statistics, correlation, and regression techniques with the help of SPSS. It was found the sensory cues significantly influence the customer behavior and their decision making and these cues also contribute in creation of holistic customer experience in food and beverage segment.
Keyword : Food & Beverage segment, Sensory Marketing, Customer Buying Behavior, Sensory Cues, Holistic customer experience.
This work is licensed under a Creative Commons Attribution 4.0 International License.
References
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