The impact of sensory marketing in directing consumer behavior - a case study of Mr.Yummy's restaurant - Batna Province-

Abstract

The aim of the study is to highlight sensory marketing impact, used by Mister Yummy restaurant, on directing its customers  purchasing behavior. By identifying the used sensory marketing dimensions: visual, olfactory, auditory, tactile and gustatory. This study was applied on Mister Yummy restaurant customers in Batna city. In order to achieve the objectives of the study 100 questionnaires (paper and electronic) were designed and distributed on study sample, 75 questionnaires were approved for statistical analysis by 75%. The study have showed that there is an effect and a medium correlation between sensory marketing and consumer behavior with varying values according to each dimension type, in addition to the presence of other influencing factors. Through the results of the study a set of recommendations were presented.